Question
The Four Actions Framework in the Blue Ocean Shift is a tool used to reconstruct buyer value elements in crafting a new value curve or strategic profile. It involves four key questions: Which of the factors that the industry takes for granted should be eliminated? Which factors should be reduced well below the industry's standard? Which factors should be raised well above the industry's standard? Which factors should be created that the industry has never offered? By answering these questions, companies can systematically explore how they can reconstruct buyer value across key competing factors, thereby creating a new value curve.
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The team now uses the Four Actions Framework to fill in a "to-be" Strategy Canvas, based on the Strategy Canvas created in Step Two. As in the earlier Canvas, each of the factors will be scored, with a 0 for anything that should be eliminated, and a one-to-five point score for the remaining factors. Overlay the result on the earlier state-of-play canvas, and you have a visual strategy profile.
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