{"id":7823,"date":"2020-03-20T21:07:14","date_gmt":"2020-03-21T01:07:14","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=7823"},"modified":"2022-04-12T22:01:12","modified_gmt":"2022-04-13T02:01:12","slug":"pioneer-migrator-settler-map","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/pioneer-migrator-settler-map\/","title":{"rendered":"Pioneer-Migrator-Settler Map (Blue Ocean Strategy)"},"content":{"rendered":"\n<p>What is the Pioneer-Migrator-Settler Map? What does it mean for your business and Blue Ocean Strategy? Learn how you should have projects in each stage of the lifecycle, from pioneers to migrators to settler projects.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p>Another way to visualize your organization\u2019s strategy is to plot all its projects on its level of innovation.<br><\/p>\n\n\n\n<p>Companies have a portfolio of projects across the spectrum of innovation:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Pioneers are blue ocean offerings<\/li><li>Settlers are me-too businesses in the <a href=\"https:\/\/www.shortform.com\/blog\/red-ocean-traps\/\">red ocean<\/a><\/li><li>Migrators are in between \u2013 they may offer the customer more value, but don\u2019t alter the industry\u2019s basic shape<\/li><\/ul>\n\n\n\n<p>Plot your company\u2019s projects along this spectrum. Ideally you have a healthy mix of all, with settlers and migrators serving as profit centers, and pioneers leading the company\u2019s future growth.&nbsp;<br><\/p>\n\n\n\n<p>As you practice blue ocean strategy thinking, the trajectory of your organization should shift toward a greater concentration in pioneers and migrators.<br><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"654\" height=\"358\" src=\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/03\/blueocean-pms.jpg\" alt=\"\" class=\"wp-image-7824\" srcset=\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/03\/blueocean-pms.jpg 654w, https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/03\/blueocean-pms-300x164.jpg 300w\" sizes=\"auto, (max-width: 654px) 100vw, 654px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-renewing-the-organization-with-pioneers\"><strong>Renewing the Organization&nbsp;with&nbsp;Pioneers<\/strong><\/h3>\n\n\n\n<p>When the blue ocean turns red and it\u2019s difficult to value innovate further, then the company needs to look for more blue oceans to enter. This should be happening <strong>in parallel with extending blue oceans<\/strong>, so that when an older strategy reaches the end of its lifetime, the company has new pockets of growth. Thus the company maintains a portfolio of businesses at different stages of their life cycle &#8211; pioneers, migrators, and settlers.<br><\/p>\n\n\n\n<p>The book cites Apple\u2019s multiple rounds of blue ocean moves:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>In 1998 it simplified its product line and introduced the iMac, a colorful, intuitive computer rivaling drab PCs.<\/li><li>In 2001 it introduced the iPod and in 2003 it introduced the iTunes Music Store, together considerably growing the market for digital music through convenience and branding.<\/li><li>In 2007 it introduced the iPhone, revolutionizing the form factor of phones and becoming the first widely popular smartphone. It also spawned the App Store in 2008, creating an ecosystem of developers that further increased the value of its hardware products.<\/li><li>In 2010 it introduced the iPad, further simplifying the interface to computing and further growing the market for apps and connection to the internet.<\/li><\/ul>\n\n\n\n<p>In every one of these moves, followers like Google, Samsung, and PC manufacturers quickly followed, developing ultrabooks, Android phones and tablets, and the Google Play store. A product that was once a pioneer eventually became a migrator.<br><\/p>\n\n\n\n<p>The authors acknowledge that at maturity, <a href=\"https:\/\/www.shortform.com\/blog\/red-ocean-strategy\/\">red ocean strategy<\/a> is critical to <a href=\"https:\/\/www.shortform.com\/blog\/why-more-is-less\/\">maximizing<\/a> the longevity of a strategy. For instance, Apple launched a range of iPods at <a href=\"https:\/\/www.shortform.com\/blog\/different-prices-for-different-customers\/\">different price points<\/a> to combat a range of competitor products. If your market is good enough, competition becomes inevitable. The key is to keep developing new blue oceans  and pioneers to be the new drivers of business.<br><\/p>\n\n\n\n<p>The challenge for long-lasting and companies with a diverse portfolio like Apple, General Electric, and Johnson &amp; Johnson is to continuously value innovate to create profitable growth. At the time of the book\u2019s writing, Microsoft was long considered largely to be largely milking its Office and Windows software, having failed to dominate major new spaces like search engines (Google), social networking (Facebook, Linkedin, Twitter), devices (Apple).<br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is the Pioneer-Migrator-Settler Map? What does it mean for your business and Blue Ocean Strategy? Learn how you should have projects in each stage of the lifecycle, from pioneers to migrators to settler projects.<\/p>\n","protected":false},"author":2,"featured_media":7814,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45],"tags":[77],"class_list":["post-7823","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","tag-blue-ocean-strategy","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pioneer-Migrator-Settler Map (Blue Ocean Strategy) - Shortform Books<\/title>\n<meta name=\"description\" content=\"The Pioneer-Migrator-Settler map is a key aspect of Blue Ocean Strategy. 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