Now that we've pointed out some background on the problem statement in Part One, and addressed controlling levels on innovation in Part Two, we're ready to look at some Blue Ocean examples. Products or services that have different forms but offer the same functionality or core utility are often substitutes for each other. Take the example of Intuit’s Quicken. To sort out their personal finances, people can buy and install a financial software package, hire a CPA, or simply use pencil an...