You cannot make a smooth successful shift to the Blue Ocean if you don't know where you are currently. That means that you, and your team, need to create a Strategy Canvass. While you are creating your strategy canvass you are actively employing another aspect of Blue Ocean Shift which is the Humanness component that makes such a tremendous difference in the buy-in and productivity of your team. Humanness revolves around being transparent with you intentions, providing information that explains your intents and decisions, and inviting your team to make suggestions and discover items for themselves so that they don't feel pushed into performing. A Strategy Canvass has the value of what you're offering from low to high on the vertical axis and then what you are offering along the horizontal access. You set yours up along with your biggest conceivable competitor and plot it out. If the lines are too close in direction and projection you're in a red ocean and will need to make changes. If they criss-cross back and forth your focus on the points where they differ and exploit them.