How can the concept of untapped demand be utilized in a Blue Ocean Shift?

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Blue Ocean Shift

Released in early-October 2017 — Blue Ocean Shift — is the continuation of the award-winning Blue Ocean Strategy, a bestselling strategy book based on...

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To identify the various tiers of non-customers, the team should start by considering who typically buys or uses the industry's offering, thinking in big picture terms. Then, have each team member think about who might be in the three tiers of non-customers, and share their thoughts with the group. As these ideas are debated, the team will develop an understanding of the untapped demand that is out there. Next, break the team into subgroups to do some quick research on the parameters of each of these non-customer segments, to get a rough idea of the potential that each represents. By the end of this step, the team will have a strong sense of the possibilities that could result from a Blue Ocean Shift, and will have developed the confidence to tackle the final two steps.

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What are the steps to identify various tiers of non-customers in a Blue Ocean Shift?

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The steps to identify various tiers of non-customers in a Blue Ocean Shift are as follows:

1. Start by considering who typically buys or uses the industry's offering, thinking in big picture terms.

2. Have each team member think about who might be in the three tiers of non-customers, and share their thoughts with the group.

3. As these ideas are debated, the team will develop an understanding of the untapped demand that is out there.

4. Break the team into subgroups to do some quick research on the parameters of each of these non-customer segments, to get a rough idea of the potential that each represents.

5. By the end of this step, the team will have a strong sense of the possibilities that could result from a Blue Ocean Shift, and will have developed the confidence to tackle the final two steps.

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