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Customers First? How About Noncustomers First?

blueoceanstrategy.com | Jul. 12, 2018 | 6 min read

Making a blue ocean shift is about creating new demand and growing your industry, rather than competing for existing customers. One of the first steps of the blue ocean shift process is to identify the demand that exists beyond your industry. These are your noncustomers: buyers that don’t buy into your industry, product or service yet.

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