To maximize the size of their blue oceans, companies need to take a seemingly counterintuitive approach. Instead of concentrating on customers, they need to look to noncustomers. And instead of focusing on customer differences, they need to build on powerful commonalities in what buyers value. This allows companies to reach beyond existing demand and unlock a new mass of customers.
“If you’re looking for step changes, or you need to reinvent a product in a dying category, or you’ve been told to seek out a Blue Ocean Strategy then your regular consumers are going to be of limited help. You’re going to need a new kind of conversation with a new kind of consumer.” A leather girdle maker, maybe. Or a kung fu master, a Savile Row tailor or a superhero costume designer.
[Imagine via research.]