Question
The Blue Ocean Shift has significantly influenced corporate strategies in identifying untapped demand. It encourages businesses to look beyond the existing competition and market constraints and instead focus on creating new market spaces that are uncontested, thereby making the competition irrelevant. This is achieved by identifying the various tiers of non-customers and understanding their needs and potential demand. The process involves brainstorming and research to get a rough idea of the potential that each non-customer segment represents. By the end of this process, the team develops a strong sense of the possibilities that could result from a Blue Ocean Shift.
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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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