The “blue ocean markets” are Actually Green. Why business and social ecology are not mutually exclusive


There is a book that proposes a metaphor for untapped markets, they call this “blue ocean markets”. On the contrast they propose that “Red oceans” are filled with sharks, that’s where most businesses focus. There is little opportunity for survival there. This blog posting proposes that the “blue oceans” are where the ecological and the socially conscious are – it proposes the existence of a “Green Ocean”.

A good number of our existent businesses models may operate successfully within humane business models.

It is a different paradigm. It will mean shifting of value concepts. Some of the shifts may be perceived as “losses” on their surface but may be understood as gains within the larger picture and over the long term.

Socially conscious markets are wide open. The opportunities for disruptive innovations are green.

Apple saw innovation way before anyone else as the key to value. They also saw creativity way before anyone as the key to value. Guess what the third element they saw before anyone else is?

Look at their “Think Different” campaign. Look at the pictures on their ads. Gandhi, Cesar Chavez, Einstein, Martin Luther King, Rosa Parks, Picasso. What do they have in common? Would you see them shaking hands with some of our politicians in power today? Would you see them laughing in talk shows in our conservative channels?

(Here’s a hint.) No. And if they did they would be arguing with them.

For those of you that are too young or too “old” to remember the campaign here is a bit of text that was found along with it.

Think Different

Here’s to the crazy ones.
The misfits.
The rebels.
The troublemakers.
The round pegs in the square holes.
The ones who see things differently.

They’re not fond of rules.
And they have no respect for the status quo.

You can praise them, disagree with them, quote them, disbelieve them, glorify or vilify them.
About the only thing you can’t do is ignore them.
Because they change things.

They invent. They imagine. They heal.

They explore. They create. They inspire.
They push the human race forward.

Maybe they have to be crazy.

How else can you stare at an empty canvas and see a work of art?
Or sit in silence and hear a song that’s never been written?
Or gaze at a red planet and see a laboratory on wheels?

We make tools for these kinds of people.

While some see them as the crazy ones, we see genius.

Because the people who are crazy enough to think they can change the world… are the ones who do.


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