Objective - The development of science and technology has had a rapid and unexpected impact on human life. It also creates chaos and presents a challenge to various aspects of life, including to procedures of guidance and counselling in senior high schools. This area of research requires a dynamic movement to create a new world or new value in counselling and guidance management to increase its effectiveness, efficiency, creativity and productivity. This study aims to determine student behavior in the science and technology era, using the blue ocean strategy of guidance and counselling to create new value.

Methodology/Technique - The study uses a descriptive qualitative method using 4 teachers as the source of primary data and 4 principals and 8 students as the source of secondary data.

Findings - The results show that student behavior is very adaptive to independent learning and, on the other hand, the groups tend to behave politely.

Novelty - The blue ocean strategy of guidance and counselling has created a new world in accordance with the needs of students through assessment and innovation of counselling and guidance programs in senior high schools.

Type of Paper: Empirical.

Keywords: Blue Ocean Strategy; Counselling and Guidance, School, Indonesia.

JEL Classification: A20. A29