An interesting red-blue diagram describing shifting epistemological systems. I mostly agree with this, though question some of the wording (for example, I probably read "common ground" to mean something different that what the author intends). Anyhow, "Red oceans are bloodied by rivalries. The epistemological system in an industry dictates competition and costly battles to prove superiority.... A blue ocean is uncontested market space -- providing access to untapped demand. It seems impossible to miss at revenue growth, market penetration, customer loyalty, brand development and continued innovations."