Satoru Iwata gleefully tells The Times that he is swimming in a clear sea teeming with women, pensioners and repentant couch potatoes... he is explaining his belief in the "Blue Ocean" theory of business, which says that to succeed you must reach markets (blue oceans) that are free from competitors. Venturing into "bloody red oceans", where packs of rivals fight tooth and nail, can only lead to failure. The central premise – that it is best to zig when others zag – sums Mr Iwata up perfectly.