3.1: New Markets
Focus on key commonalities across noncustomers and existing customers [to] understand how to pull them into [a] new market. Other Information:
... focus on the tier that represents the biggest catchment ... But ... also explore whether there are overlapping commonalities
across all three tiers... The point ... is not to argue that it's wrong to focus on existing customers or segmentation but
rather to challenge these existing, taken-for-granted strategic orientations... to maximize the scale of your blue ocean you
should first reach beyond existing demand to noncustomers and desegmentation opportunities ...
Indicator(s):
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