Value innovation, particularly as presented by Professors W. Chan Kim and Renee Mauborgne is the new mantra for innovation. Companies achieve high growth success because they don't settle for beating the competition, but instead shape the conditions of an industry and pursue quantum leaps in value to customers. Essentially enterprises must attempt to make their rivals irrelevant.

Sur/Petition was presented as a new philosophy of productivity and achievement, which Kim and Mauborgne recent success with Blue Ocean Strategy has in some ways validated.

Blue Ocean Strategy suggests that success comes by finding a way out of 'red ocean' competitiveness through value innovation that takes the organisation into a 'blue ocean' where competition is irrelevant.

Value Innovation requires significant change, usually involving shifts in the business model as well as in organisation culture. A mix of organisational and institutional innovation, value innovation begins by creating a culture that promotes creative thinking that in turn drives innovation.

Organisations such as Google, E-Bay and Apple succeed with value innovation, while Australian companies such as Fosters have embarked on Blue Ocean Strategies. These organisations institutionalise innovation and create space for people to be creative.

Giving people Deliberate Creative Thinking tools and insights is seen as vital to sustained success.