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Unformatted text preview: Another problem is that managers are often reluctant to
accept the need for change.
In the Visual Awakening stage drawing the PMS Map and “as is” strategy canvas brings home
the need for change quickly and forcefully. (cont’d) 20
© 2008 Kim & Mauborgne. All Rights Reserved. Blue Ocean Strategy Dictionary 2. Visual Exploration
During Visual Exploration, teams of managers go out into the field to explore the Six Paths
Framework gathering noncustomer insights. Here they are looking to observe the distinct
differences of alternative products and services to see which factors should be eliminated,
reduced, raised, or created in the company’s offerings.
3. Visual Strategy Fair
The penultimate step is the Visual Strategy Fair. Here teams begin to draw their “to be” strategy
canvases based on insights from the Visual Awakening and Visual Exploration stages. The
strategy fair invites senior corporate executives, external constituencies—the kinds of people met
during the teamsʼ ﬁeld work, including noncustomers and customers of competitors. The
objective is for each team to present their various alternative strategy canvases and gain
feedback to build the best possible “to be” future strategy canvas.
4. Visual Communication
After a lot of work perfecting their “to be” strategy canvases, the last step is to communicate it in a
way that can be easily understood by all employees. This step is called Visual Communication.
This is executed principally by distributing a one-page picture showing the new and old strategic
profiles on the strategy canvas so that every employee can see where the company stood and
where it has to focus its efforts to create a compelling future. 21
© 2008 Kim & Mauborgne. All Rights Reserved....
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- Spring '12