Red ocean strategists concentrate on gaining an edge over rivals. In the increasingly constrained red ocean, they focus on dividing it apart. In this case, earning a more significant portion of a limited market is viewed as a zero-sum game in which one company gains at the expense of another. According to blue ocean strategists, market limits are merely concepts in managers' heads. In turn, this calls for a change in focus from supply to demand, from competing to developing novel value to spark new demand.