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description: Redefine competitive factors to create uncontested market space
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# Four Actions Framework (Blue Ocean)

Challenge industry assumptions by deciding which factors to Eliminate, Reduce, Raise, or Create versus the industry standard.

## Steps

1. List all factors the industry currently competes on (features, service levels, pricing norms).
2. **Eliminate** — which factors that the industry takes for granted should be removed entirely?
3. **Reduce** — which factors should be reduced well below the industry standard?
4. **Raise** — which factors should be raised well above the industry standard?
5. **Create** — which factors should be created that the industry has never offered?

## Output Format

Completed ERRC grid with specific factors in each quadrant, plus a strategy canvas comparing your new value curve against the industry standard.