Question
The Pioneer-Migrator-Settler map is a crucial tool in the initial stages of a Blue Ocean Shift. It helps organizations get a clear view of their current offerings. This map categorizes the company's offerings into three groups: Pioneers (value innovations), Migrators (value improvements), and Settlers (me-too offerings). By understanding where their offerings fall on this map, organizations can identify areas for improvement and innovation. This is the first step in creating a Blue Ocean Shift, as it sets the stage for the subsequent steps such as creating a Strategy Map, a Buyer Utility Map, and identifying how the total demand landscape for the offering could be expanded.
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A shift starts with a Pioneer-Migrator-Settler map, to get a good view of your current offerings, followed by creating a picture of the state-of-play in the industry with a Strategy Map. Next, delve into the actual experience of your customers and what they really want with a Buyer Utility Map, and identify how the total demand landscape for your offering could be expanded. With this information, the team can dive into systematic field research, using six paths that will enable them to decide what to eliminate, reduce, raise or create and so reconstruct the boundaries of the industry. Finally, after holding a Blue Ocean Fair and drawing up a new business model, the company will be ready to roll out its Blue Ocean Shift. Established bureaucratic companies, companies in regulated industries, or even government agencies surrounded in red-tape, can open up and create new blue oceans.
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