W. Chan Kim and Renee Mauborgne analyzed 150 years of strategic decision-making and concluded that every strategy could be described as either a “red ocean strategy” or a “blue ocean strategy.” A red ocean strategy is where you go after the same people as your competitors and try to meet the same needs that your competitors are meeting. Therefore you fight over the same fish and, as sharks feeding on the same fish, the water becomes red with blood.
A blue ocean strategy, however, finds new segments of the market that are not having their needs met and begins to meet those needs. Therefore you are not competing with your competitors, but rather you are meeting needs in a segment of the market that the other competitors have overlooked.
This is very important for the church. Most churches typically try to have a better children’s ministry, a more professional worship team or a more visible/attractive facility in hopes of attracting people to the church. Typically this attracts other Christians looking for a better experience.
And, my observation has been that over the past three decades more and more churches have tried to grow by focusing on attracting other Christians rather than meeting the needs of non-churchgoers.…
A red ocean vs. blue ocean strategy for the church means reaching non-churchgoers [need-meeting] rather than just reaching church-goers [attraction]. Take a look at this comparison between the two strategies published by Sage Growth Partners.
Here is a helpful comparison:
For more insights, see W. Chan Kim and Renee Mauborgne’s Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant (Boston: Harvard Business Review Books).
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