Identifying the Three Tiers of Noncustomers in Your Industry

The three tiers of noncustomers framework helps you identify soon-to-be noncustomers, refusing noncustomers and unexplored noncustomers. Identifying the commonalities across or within the tiers, can create the greatest new demand.

Check out Chapter 9 of BLUE OCEAN SHIFT to learn how to identify your noncustomers.

Work with the same tool online using Blue Ocean Studio™, a digital, collaborative workspace. Work seamlessly with others in your team regardless of where they are in the world.


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Blue Ocean Shift Exercise Templates developed by
W. Chan Kim and Renée Mauborgne.

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