My friend Joyce (thank you!) recently wrote and mentioned The Blue Ocean Strategy and got me thinking about how this business strategy and can be applied to musicians.
As detailed in the widely popular book by Kim and Mauborgne, the Blue Ocean Strategy focuses on how businesses can find “uncontested market space” that renders competition irrelevant.
An example the authors use is Cirque du Soleil, the celebrated theatrical hybrid company that created a new form of circus. By eliminating costly “star acts” and animal acts, and by using original scores and evocative narratives to weave story lines that transcend language, Cirque never competed with traditional circuses, or for that matter traditional theatrical performances.
Instead, Cirque swims in the “blue ocean” of uncontested market space—as opposed to the crowded “red ocean” waters bloodied by competition.
How does this apply to musicians?
If you are yet another soprano auditioning for the same young artist programs with a gazillion of your peers, welcome to the red ocean.
If you are a flutist who moves to a new community planning to set up your private studio but find that the market there is already saturated with other excellent teachers you are up to your ears in the red ocean.
What’s the alternative?
The idea is not to compete in the crowded waters but instead find new ways to meet other needs of potential employers. What skills, repertoire, expertise do you possess that might be offered in an alternative format or package that would mean you have NO competition?
Where and how else could your skills meet the needs of others in your local area?
As long as you aren’t wedded to doing things the “same old way,” you have the possibility to re-energize your career and your artistry. To connect with new audiences, students, opportunities.
Examples:
1. Nina Perlove, The Internet Flutist (the local competition for flute students is irrelevant if you’re teaching online)
2. Australian soprano and social entrepreneur Tania de Jong has a multi-faceted career fueled by her desire to be of service and create opportunities. She’s not competing for a diminishing number of auditioned opportunities.
3. Here are two ensembles whose creative projects keep them in blue ocean territory:
Flutronix
and
eighth blackbird
This week: Consider your potential Blue Ocean possibilities. And if you have other examples that come tim mind, I’d love to get anything you want to send!
Want help finding your Blue Ocean? Info on working with me is HERE.
Dream Big, Plan Smart, Live Well!
