This article focuses on idea published in the book, Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant, which assessed the profitable-growth consequences of companies creating blue oceans, ideas that create their own demand by giving customers a product or service they value highly. Blue oceans are defined by untapped markets and the opportunity for highly profitable growth. Companies that create blue oceans, like Apple, strive to make the competition irrelevant by providing a leap in value for customers and the company. For technology to support the creation of blue oceans, chief information officers must test their ideas and initiative against a fundamentally different set of criteria. Technology officers can play two important roles. First, in designing products or services with a high-technology component, they can set aggressive cost targets for the technology staff. Second, they can enlighten the business heads in strategic discussions on how technology can dramatically lower their cost structures in actualizing blue ocean ideas. Even after a company has created a blue ocean, its work is not finished. For example, though Apple's iPod has successfully opened a blue ocean, the company needs to broaden and hold onto this edge in the future or it could be overtaken much the way Apple's home computers were. INSETS: Will Your Ideas Swim? Take This Test;The 90-DAY PLAN.