Blue Ocean: Four Actions

Find a useful, lower-cost alternative to existing offers.

Procedure

• Compare buyer alternatives across a few meaningful factors.
• Decide what to eliminate, reduce, raise, and create.
• Test buyer utility, acceptable price, delivery cost, and adoption barriers.
• Define the observation that would invalidate the proposed differentiation.

Questions

• What does the buyer stop spending time or money on?
• Why is this useful beyond being novel?

Evidence to collect

• Alternative comparison
• Buyer utility test
• Price and cost assumptions

Limits

• An unusual positioning is not evidence of uncontested demand.

Sources

• Blue Ocean Strategy, Four Actions Framework: Main body

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