Blue Ocean Strategy: Buyer Utility Levers

Blue Ocean Strategy
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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.

 

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