In an audiobook that challenges everything you thought you knew, W. Chan Kim and Renee Mauborgne assert that tomorrow's leading companies will succeed, not by battling their rivals for market share in the bloody "red ocean" of a shrinking profit pool, but by creating "blue oceans" of untapped new market spaces ripe for growth.

Identifying which business ideas have real commercial potential is one of the most difficult challenges that executives face. Three tools - to determine utility, price, and business model - can help them invest wisely. This article, which originally appeared in the September/October issue of Harvard Business Review, is offered in audio form exclusively through Audible.

Head-to-head competition can only get you a larger piece of an existing pie. To break free from the pack and stake out new ground requires a different competitive mind-set and a systematic way of looking for opportunities. This article, which originally appeared in the January-February 1999 Harvard Business Review, is offered in audio form exclusively through Audible.