In a March 2004 interview, Iwata said: "Games have come to a dead end." He said that developers wasted far too much time focusing on core gamers; he said that they would not make a profit if they did not make games for the normal game player. He also wanted to show that Nintendo, a "conservative" company, would become a big new creator of entertainment. Iwata created a "blue ocean" strategy to help Nintendo compete against the other console makers. Instead of competing against them about powerful hardware, Iwata decided to make interesting and entertaining hardware and games.