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Blue Ocean Strategy: Buyer Utility Levers
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D. Fournier
8
D. Fournier, Senegal

Blue Ocean Strategy: Buyer Utility Levers

In Blue Ocean Strategy, the Buyer Utility Map is a chart that shows the six buy utility levers:
1. Productivity
2. Simplicity
3. Risk
4. Fun/image
5. Convenience
6. Environmental friendliness
These 6 can be pulled in the various stages of the buyer experience cycle.

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Rating
  Andrew Nelson
3
Andrew Nelson
CEO, Australia
 

Improved Buyer Utility Map

Some of my colleagues and I believe the "Environmental Friendliness" utility is a bit too narrow in its language. We think it is better to use "Social Responsibility" in it's broader sense to include safety, environmental and other humanity utilities.

  Jaap de Jonge
1
Jaap de Jonge
Editor, Netherlands
 

Questions for Buyer Utility Levers

In short, you can ask the following question for each utility lever:
"What are the biggest blocks to (insert utility lever)?"
Or use these more specific buyer utility questions:
  • PRODUCTIVITY: "What are the biggest current blocks to productivity for the users of the product?" Anything to do with efficiency, less time or effort and/or money spent.
  • SIMPLICITY: "Are there ways to simplify their jobs or their use of the product?" Eliminating complexity or mental hassle.
  • CONVENIENCE: "Are there obstacles to the convenience of the application?" When and where do I want something like 24/7, 365.
  • RISK: "Are there ways to reduce the risk of the purchase or use of the product?" Risks include financial, physical, emotional (perceived) ones.
  • FUN AND IMAGE: "Are there ways to increase the fun in the product or to enhance the image of the user or the company?" Could be the look, feel, attitude and style of an offering.
  • ENVIRONMENTAL FRIENDLINESS: "To what extent is this a 'green' product?" You might also go for social responsibility here as already mentioned above by Andrew Nelson.

 

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More on Blue Ocean Strategy
Summary Discussion Topics
topic Visionary Leadership and Blue Ocean Strategy
topic Purple Ocean Strategy
topic Blue, Green or Even Violet Ocean Strategies
topic Strategic Sequence: Best Practices and Pitfalls
topic Blue Ocean Strategy Disadvantages
topic Six Paths to Moving from Red to Blue Ocean
topic A BOS is Creating a New Mental Category
topic What is a Pioneer-Migrator-Settler Map (PMS Map)?
topic Why is it Called 'Blue' Ocean Strategy?
topic BOS = Niche Market Strategy
topic Differences in BOS / ROS Cultures
topic Blue Ocean Strategy in Small Companies
topic How to Avoid Imitation of Blue Ocean Strategy?
topic Can a Blue Ocean Eventually Turn Into a Red Ocean?
topic The Four Actions Framework for Blue Ocean Strategy
topic BOS is More of the Same
topic Execution Hurdles in Blue Ocean Strategy
topic Porter Model vs Blue Ocean Strategy
topic Filtering Blue Ocean Ideas: Strategic Overlays
topic Blue Ocean Strategy - Three Tiers of Noncustomers
topic Blue Ocean Strategy of Google
topic Blue Ocean Strategy - Buyer Experience Cycle
topic BOS and ROS are Both Supplier Centric
topic How to Start with Blue Ocean Strategy as a Startup?
topic Blue Ocean Strategy - Apple
👀Blue Ocean Strategy: Buyer Utility Levers
topic BOS / ROS Isn't a Strategy
topic First Mover Advantage / Price Maker in BOS
topic Use CSR as Part of your Blue Ocean Strategy
topic Importance of BOS is Focus on Innovating
topic Blue Ocean Strategy for UPS
topic Blue Ocean Strategy Sequence L.L. Bean
topic BOS in Less Developed Countries
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topic Blue Ocean is Economics Failure
topic Blue Ocean Strategy Sequencing for Blockbuster
topic Blue Ocean Strategy Strategic Sequence - EBay
topic Strategic Sequencing for Adult Education / Learning
topic Blue Ocean Strategic Sequencing for US Airways?
topic Blue Ocean Strategy - Best Buy
topic Blue Ocean Strategic Sequence for Amazon.com
topic Blue Ocean Strategic Sequence for Barnes and Noble
topic Blue Ocean Strategic Sequencing - Dell
topic Blue Ocean Strategic Sequencing for Delta Airlines
topic Blue Ocean Strategic Sequencing on Disney
topic Blue Ocean Strategy Sequencing - Nestle
topic The Blue Ocean Strategy (BOS) Sequence of Citibank
topic Blue Ocean Strategic Sequence for Blockbuster
topic Blue Ocean Strategic Sequencing in Office Furniture
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