For almost a decade, we have researched they end up competing solely on the basis companies that have created such funda- of incremental improvements in cost or mentally new and superior value. We quality or both. have looked for patterns in the way com- Creating new market space requires a panies create new markets and re-create different pattern of strategic thinking. In- existing ones, and we have found six ba- stead of looking within the accepted sic approaches. All come from looking boundaries that define how we compete, at familiar data from a new perspective; managers can look systematically across none requires any special vision or fore- them. By doing so, they can find unoccu sight about the future. pied territory that represents a real break- Most companies focus on matching and through in value. This article will de- beating their rivals, and as a result their scribe how companies can systematically