# Less competition, more creation with Renée Mauborgne

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2024-04-04
- Length: 29m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2024-04-04-less-competition-more-creation-with-renee-mauborgne

## Summary

Renée Mauborgne, co-author of Blue Ocean Strategy and Beyond Disruption, explains how entrepreneurs can create uncontested market space rather than fighting in saturated 'red oceans.' She uses examples like Cirque du Soleil, Tesla, and Rivian to illustrate 'value innovation' and discusses the concept of 'non-disruptive creation' with examples like Prodigy Finance and pet Halloween costumes. Mauborgne advises founders to lean into their own experiences and directly observe pain points to identify opportunities that don't displace existing industries, particularly in areas like age tech and environmental consulting.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-04-04-less-competition-more-creation-with-renee-mauborgne#t=0) Introduction: Blue Ocean Strategy and Red Oceans
- [6:05](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-04-04-less-competition-more-creation-with-renee-mauborgne#t=365) Cirque du Soleil and Value Innovation
- [8:18](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-04-04-less-competition-more-creation-with-renee-mauborgne#t=498) Tesla, Rivian, and Branding in Saturated Markets
- [15:07](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-04-04-less-competition-more-creation-with-renee-mauborgne#t=907) Startups vs. Established Companies in Blue Ocean Shift
- [19:21](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-04-04-less-competition-more-creation-with-renee-mauborgne#t=1161) Beyond Disruption and Non-Disruptive Creation
- [23:02](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-04-04-less-competition-more-creation-with-renee-mauborgne#t=1382) Identifying Opportunities: Age Tech and Personal Observation
- [28:37](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-04-04-less-competition-more-creation-with-renee-mauborgne#t=1717) AI, Job Displacement, and Future Opportunities

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)
- [AI & machine learning](https://hardwarepodcasts.com/topic/ai-and-machine-learning)

## Most relevant to

established companies

## Mentioned

- Blue Ocean Strategy (other)
- Cirque du Soleil (company)
- Tesla (company)
- Rivian (company)
- Liquid Death (company)
- Harry's (company)
- Netflix (company)
- Airbnb (company)
- Amazon (company)
- Gillette (company)
- Prodigy Finance (company)
- Square (company)
- Sesame Street (other)
- Kickstarter (company)
- QuickBooks (product)

## Related episodes from other shows

- [055: Training Creativity to Get More (and Better) Ideas](https://hardwarepodcasts.com/podcast/product-startup/2017-06-20-055-training-creativity-to-get-more-and-better-ideas) (Product Startup)
- [535: Not Invented Here](https://hardwarepodcasts.com/podcast/making-it/2026-08-28-535-not-invented-here) (Making It)
- [#018 - Why not to out-innovate your customer, with Alan Klement, Entrepreneur & Innovator, USA](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-03-22-018-why-not-to-out-innovate-your-customer-with-alan-klement-entrepreneur-innovat) (The Hardware Entrepreneur)
- [231: Single Origin Coffee](https://hardwarepodcasts.com/podcast/embedded-fm/2018-01-25-231-single-origin-coffee) (Embedded.fm)
- [Exploring Innovation as a Mindset with Chuck Swoboda](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-03-24-exploring-innovation-as-a-mindset-with-chuck-swoboda) (Manufacturing Happy Hour)

## Citing this page

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