Blue Ocean Strategy allows business owners to enter and capture a market where no competition exists. If done right, Blue Ocean Strategy prevents competitors from following as well. The strategy walks the owner through a process of listening to customers and non-customers and thinking across typical boundaries to achieve a market direction that is focused, distinctive, and that has a compelling tagline. Businesses like NetJets, Curves, Cemex, and Apple, and organizations like NYPD and the Armed Forces have used it to great success.