I came across this interesting metaphorical approach to Strategy. Just liked the idea of linking strategy with oceans. The very basic idea is as follows.
"Either you try to steal customers from exisiting competitors. Or, you can create uncontested market place that makes competition irrelevant".
The former concept is the theme behind the "Red Ocean Strategy" while the "Blue Ocean Strategy" defines the second concept. In other words, Blue Ocean Strategy lays stress on creation of demand.
The people behind this idea are W.C.Kim and R. Mauborgne.