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- Blue Ocean Part 3: How Big Bertha blew up the golf game.
Blue Ocean Part 3: How Big Bertha blew up the golf game.
We break down the top business books and show you how to use the strategies.
Camillo Archuleta
February 23, 2023
Hey there!
Welcome back to our week-long deep dive into the world of Blue Ocean Strategy! Over the past few days, we've explored the difference between red and blue oceans, discussed how to create your own blue ocean strategy, and discussed the next steps in implementing your plan.
Estimated read time: 2 minutes
Today, we are hitting on one of the most important chapters of the book. Chapter 5. This is where we see how Cirque du Soleil and Callaway golf managed to look beyond their existing customers in order to find a much bigger market.
Fun Fact: The human brain processes images at least 15.6x faster than words.
A blue ocean creates more customers!
Cirque du Soleil
Once upon a time, there was a struggling circus industry with stale acts, unhappy clowns, and a shrinking audience. But then, Cirque du Soleil came along and said, "Hold my beer, we're about to make a splash."
Instead of competing for a slice of the pie, Cirque du Soleil decided to make its own darn pie. By combining elements of circus performance with theater, dance, and music, Cirque du Soleil created a whole new market space for itself.
Callaway Golf
Think of Callaway Golf. It aggregated new demand for its offering by looking to noncustomers. While the US golf industry fought to win a greater share of existing customers (Shooter McGavin), Callaway created a blue ocean of new demand by asking, “Why aren’t more people playing golf?” By looking at why people didn’t play golf, they found one key uniting the mass of non-consumers (Happy Gilmore).
Do you wanna know what it is? Fine! I will tell you.
Hitting the golf ball was perceived as too difficult. The small size of the golf club head demanded enormous hand-eye coordination , took time to master, and required a ton of concentration.
For most folks that was not fun. Most people just want to grip it and rip it. No matter who you are the first time you smack a golf ball 200+ yards you jump with joy.
To help more people experience that feeling Callaway created a new driver called Big Bertha. This was the first driver with a large head that made it a lot easier to hit the ball.
The original Big Bertha driver came along in 1991, at a time when most golfers were still using persimmon drivers. It clocked in at a whopping 190cc. That's only about 40-percent as large as today's drivers, and is the size of some of today's 3-woods. But back then, a 190cc driver head was huge.
Chapter 6: Get the sequence right
This is a tactical chapter. We are gonna keep it short and give you a picture. If you want to know all the details, I suggest getting the book. You can get it on AMAZON.
That's it for chapter 5&6! We are going to wrap up the Blue Ocean Strategy tomorrow.
Remember you can access additional resources HERE.
If you want to get a copy of the book you can get it on AMAZON.
If there are any books in particular that you would like us to cover, just hit reply and let us know.
Catch ya on the flip side!
Camillo
P.S. Don't forget to water your plants today. They're counting on you.
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