The buyer experience cycle in Blue Ocean Shift is a concept that encourages team members to put themselves in the buyer's shoes and imagine the entire experience from purchase to disposal. This involves identifying specific activities that occur at each stage of the cycle. The cycle is then expanded upon with the addition of six utility levers: productivity, simplicity, convenience, risk reduction, fun and image, and environmental friendliness. This results in a chart with 36 spaces, providing a comprehensive overview of the buyer's experience.

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The theories presented in Blue Ocean Shift challenge existing paradigms or practices in the field of business strategy by advocating for a shift from competition to creation. Traditional business strategies often focus on competing within the confines of an existing industry or market (red ocean), whereas Blue Ocean Shift encourages businesses to create new markets (blue oceans) where competition is irrelevant. This is achieved by focusing on the buyer experience cycle and the six utility levers: productivity, simplicity, convenience, risk reduction, fun and image, and environmental friendliness. By doing so, businesses can identify new opportunities and create unique value propositions.

A small business can use the buyer experience cycle and six utility levers to grow by first understanding the buyer's journey from purchase to disposal. This involves identifying the specific activities that occur at each stage of the cycle. Then, the business can apply the six utility levers: productivity, simplicity, convenience, risk reduction, fun and image, and environmental friendliness. By improving these areas, the business can enhance the overall customer experience, leading to increased customer satisfaction and loyalty, which can ultimately drive business growth.

Companies might face several obstacles when applying the buyer experience cycle and six utility levers. These could include resistance to change, lack of understanding of the customer's perspective, difficulty in identifying the specific activities in each stage of the cycle, and challenges in applying the six utility levers effectively. To overcome these obstacles, companies could invest in training and development to enhance employees' understanding of the buyer experience cycle and the six utility levers. They could also encourage a culture of customer-centricity to ensure that the customer's perspective is always considered. Additionally, they could use data and analytics to identify the specific activities in each stage of the cycle and to measure the effectiveness of the utility levers.

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Blue Ocean Shift

Released in early-October 2017 — Blue Ocean Shift — is the continuation of the award-winning Blue Oc...

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