Blue Ocean Strategy: Buyer Utility Levers

Blue Ocean Strategy
Knowledge Center


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.


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
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.


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