Engage in noncustomer analysis to understand unmet needs from "summary" of Blue Ocean Shift by W. Chan Kim,Renee Mauborgne
Understanding unmet needs requires looking beyond current customers. Noncustomers represent a vast reservoir of potential insights. They can be divided into three tiers: soon-to-be noncustomers, refusing noncustomers, and unexplored noncustomers. Each tier offers unique perspectives on why individuals are not engaging with existing offerings. Soon-to-be noncustomers are on the brink of switching but face barriers that prevent them from fully committing. Identifying these barriers can reveal critical gaps in service or product offerings. Refusing noncustomers, on the other hand, have consciously chosen not to buy, often due to dissatisfaction or a perception that the options available do not meet their ne...
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