Map your today and reveal your tomorrow. A restaurant industry example.

Map your today and reveal your tomorrow. A restaurant example.
Taking a look at where one is today is extremely important. In Blue Ocean Strategy, the As-Is Strategy Canvas is a great tool to gauge where you are in the context of key competitive factors. It’s hard to modify something that works. When a dish sells okay and makes money, it can be difficult to change it.
It’s important to remember this extremely vital truth. Market share is a lagging indicator. Yes. Meaningful but not the entire story. Think of all the market leaders that existed in the automotive industry in the 60s. It wasn’t long before leading automakers were getting their butts handed to them. Kodak used to lead in film. So what right? In today’s market, market share leadership has been completely upended.
There has never been a more important time to review where your offering is in the context of vulnerabilities.
There are three Blue Ocean Strategy concepts that need to be explained. These distinctions will help you plot your offering or service in the right spot on the Blue Ocean Strategy tool called the Pioneer-Migrator-Settler Map.
Defined in the book, Blue Ocean Shift/Beyond Competing — Proven Steps to Inspire Confidence and Seize New Growth

- Pioneers are businesses or offerings that represent value innovations. They don’t necessarily have customers; they have fans. They offer unprecedented value that opens up a new value-cost frontier.