Because in the blueocean concurrence is irrelevant since the game rules have yet to be set.
Despite all of the warnings history is full of examples of “Ideal Space” and services that were not sufficiently unique.
This makes it crucial to keep an open mind towards the future, to understand the new media
and when you design your Ideal living.

But even more importantly – to have imagination!

To think of the future, not yet existing, possibilities.
People do not always know what they want.
Had Henry Ford asked the people what they needed for transportation they probably
would have answered – faster horses.
So how may this be done?
that creates order and effectiveness without affecting the creativity.

You have to solve problems, deliver to a demand or create new possibilities.
You must add magic and relevance.
Tell stories, your “Ideal Living” need cultural relevance and they have to evoke meaning.
 
 -Differentiation!
Think outside the box, open new trains of thought or expand the old ones. Amaze!

What we should realize is that how world gonna change it.