Had Nintendo decided to compete with Sony’s PlayStation or Microsoft’s Xbox, it would have been a constant uphill battle. Instead, the Wii created its own market and successfully exploited it. In the same vein, the Nintendo Wii gaming console was also a brand new product that did not go after existing markets. Instead of competing with other music players, Apple created a new market altogether for trendy players that doubled as fashion statements. When it was first launched, the iPod offered the easiest way to purchase individual songs online and enjoy music on the go through a simple process. Apple’s iPod is the prime example of a product that is a result of pursuing this strategy. The blue ocean strategy is aptly named because it advocates a similar concept where businesses explore new horizons rather than pursuing existing ones. The idea was to go where no one had gone before in hopes of finding what no one else had found. When Christopher Columbus set out to sail, he did not know he would discover the Americas, or for that matter whether he would find any land at all.
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