Blue Ocean Strategy - 11

===CHAPTER 5 Reach Beyond Existing Demand===

NO COMPANY WANTS to venture beyond red oceans only to find itself 

in a puddle小水坑.

Companies should challenge two conventional strategy practices. 

One is the focus on existing customers. The other is the drive for

finer segmentation分割 to accommodate使适应 buyer differences买家差异. 

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Typically, to grow their share of a market, companies strive to retain and 

expand existing customers. This often leads to finer segmentation and greater 

tailoring of offerings to better meet customer preferences.

通常情况下，为了增加他们在市场中的份额，公司努力留住并扩大现有的顾客群。这通常

会导致更细致的市场细分和更多的定制化产品，以更好地满足顾客的偏好。

-★★★

As companies compete to embrace customer preferences through

finer segmentation, they often 【risk creating too-small target markets.】

随着公司通过更细致的市场细分竞相迎合顾客偏好，它们往往有造成目标市场过小的风险。

Instead of concentrating on customers, they need to look to noncustomers. 

To reach beyond existing demand, think noncustomers before customers; 

commonalities共有 before differences; and desegmentation不细分

before pursuing finer segmentation细分.

-The Three Tiers层 of Noncustomers-

Although the universe of noncustomers typically offers big blue ocean

opportunities, few companies have keen insight into who noncustomers are

and how to unlock them. 

First tier: “Soon-to-be” noncustomers who are on the edge of your market,

waiting to jump ship.

Second tier: “Refusing” noncustomers who consciously choose against

your market.

Third tier: “Unexplored” noncustomers who are in markets distant from

yours.

-First-Tier Noncustomers：-

-Second-Tier Noncustomers-

These are refusing noncustomers, people who either do not use or cannot

afford to use the current market offerings because they find the offerings

unacceptable or beyond their means.

What are the key reasons second-tier noncustomers refuse to use the

products or services of your industry? Look for the commonalities平民 across

their responses. Focus on these, and not on their differences. You will glean收集/拾

insight into how to unleash释放 an ocean of latent★★★潜在的 untapped demand.

-Third-Tier Noncustomers-

-Go for the Biggest Catchment水库水池：-

★★★

You should not focus on a specific tier but instead should look across综观 tiers.