The Six Stages of the Buyer Experience Cycle. Stage Two. The Delivery.

The Six Stages of the Buyer Experience Cycle. Stage Two. The Delivery.

Blue Ocean Articles, Buyer Utility Maps
In this series we're unpacking the Blue Ocean Strategy Buyer Experience Cycle. We are discussing how our new realities are requiring a systematic approach to unlocking value by reassessing how the customer experience looks through the entire buyer experience cycle. In review, there are six stages of the buyer cycle. These are measured against six levers on a vertical axis. Today, we cover stage two in the buyer experience cycle, delivery. We are encouraging you to carefully ask what are the blockages to the delivery of your product or service to your customers. The consumer package goods market has undergone transformation in the last few years and it is being accelerated and stressed at the moment. When you think of your product or service, what is the customer's experience when…
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How Do You Measure Your Buyer Experiences NOW?

How Do You Measure Your Buyer Experiences NOW?

Blue Ocean Articles, Buyer Utility Maps
We are all seeing differences in how we shop, work, and experience everyday interactions. Whether it's a trip to the grocery store, the dentist, the pediatrician, or the garage. Restaurants are literally having to reinvent their customer experiences to accommodate our current and future reality. This exercise, now a necessity, has been an ongoing process and growth strategy in Blue Ocean Strategy. It's known as "Testing for Exceptional Utility". In the past, i.e. last January, companies fell into traps of ignoring measurements of exceptional utility because they were enamored with new technology or the novelty of their product. This is no longer an option. Once a company has sufficiently drilled down on its offerings through use of a strategy canvas or strategic plan of some kind they can really begin…
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Covid-19 Advertising – Good, Bad, and the Really Ugly

Covid-19 Advertising – Good, Bad, and the Really Ugly

Blue Ocean Articles
“We have a unique opportunity now to be radically generous, best we can and that can be financially and thoughtfully aggressive. Some of our businesses are threatened. Most businesses are down in meaningful ways. As business leaders, we got to navigate through this the best we can.” – Christopher Lochhead Listen to Christopher Lochhead and Eddie Yoon discuss ideas around radical generosity and thoughtful aggression in this recent podcast. Its relevance can't be overstated. Click Here In my last post, I wrote on how poorly some advertisers are handling communications during this historic period. There are some big misses taking place out there. They are being perpetrated by agencies and companies that should know better. One example that demonstrates how bad it can be is found here. It's a parody of…
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You don’t always need new tech to grow new market share

You don’t always need new tech to grow new market share

Blue Ocean Articles
There is a common misconception that blue ocean strategic innovation leading to new markets is always about new technologies. This is not always the case. Obviously, there are some technological innovations that lead to Blue Oceans. Cloud computing led to companies like Salesforce and Eventbrite. These companies revolutionized their respective industries. However, technology in and of itself, isn't a pre-requisite to blue oceans. Value innovation, not technological innovation, is the key to opening up commercial viability. When a stellar NFL player retires from the playing field, he's the same person. Technology isn't involved in his new value proposition to the world. It may enhance his message but he's required to shift his value from that of a tackle, QB, defensive end, or kicker and become something the wider world, i.e.…
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