Several years ago the corporate world was going crazy over the latest business fad of Blue Ocean Strategy. The book of the same name won a slew of awards and sold millions of copies worldwide. The concept was simple: try to capture “blue oceans” of unexplored new markets. Like many theories, it just doesn’t work in a practical sense. Entrepreneur Roy Osing unpicks the problem of Blue Ocean Strategy specifically, and why some in academia are too far removed from the practicalities of running a business. And so, he warns, be careful of who you listen to.