Some corporate catchphrases do their job—they inspire the employees and the suppliers to be innovators. Can you motivate the troops with a mere corporate slogan? Yes, if there is some substance behind it A few years ago "Blue Ocean" was the rallying cry inside the Kyoto videogame company Nintendo. Blue Ocean is the notion of creating a market where there was none before. Instead of joining the videogame arms race of faster processors and more violence, Nintendo aimed to attract people who hadn't played games before.
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