SARAH GREEN: So Blue ocean strategy is about how can any company or organization break out of the red ocean of bloody competition or existing market space, which tends to be very crowded and competitive these days, and create uncontested market space where you make your competition irrelevant. RENEE MAUBORGNE: So you can– the same logic applies, whether you want to create a blue ocean at the high end of the market or low end of the market, so you can think of Cirque de Soleil, right, listed as the price point of circuses multiple times versus a Ringling Brothers Circus.