Strategy Canvas (Value Differentiation)

EARLY ACCESS VERSION

1 min read(269 words)

Jun 16, 2026– Updated: Jun 21, 2026 13:29 UTC

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Strategy Canvas

Strategy Canvas

The Strategy Canvas has been developed by Chan Kim and Reneé Mauborgne as analytical tool to develop a blue ocean strategy (cf. Kim 2015).

It helps to rate your key value offerings against your competitors. This helps to analyze and put your offerings in perspective of a certain industry or strong competitors. Additionally, it is used to identify key differentiators to set your offering apart from competition and create new growth niches.

On the x-axis the key factors starting with the price are visualized, where players in an industry compete on and invest in. On the y-axis the offering level to users is shown on a scale from 1 to 5.

Below one of the introductory examples used by Chan and Mauborgne to the tool:

Key Competing Factors (iPhone)

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References and further reading

Kim, Chan / Mauborgne, Renée (2015): Blue Ocean Strategy. How to create uncontested Market Space and Make the Competition irrelevant., Expanded edition, Boston: Harvard Business Review Press, Website to the book URL: https://www.blueoceanstrategy.com/tools/strategy-canvas/; Link to the interactive tool: https://www.blueoceanstrategy.com/as-is-strategy-canvas-tool/
Kim, Chan / Mauborgne, Renée (2017): Blue Ocean Shift. Beyond Competing. Proven Steps to inspire confidence and seize new growth, New York: Hachette Books
Blue Ocean Team: 5 Compelling Strategy Canvas Examples You Can Learn From, URL: https://www.blueoceanstrategy.com/blog/strategy-canvas-examples/ (Accessed: 20 Jun 2026)