By questioning conventional definitions of who can and should be the target buyer, companies can often see fundamentally new ways to unlock value.
Consider how traditional copy machine manufacturers targeted office purchasing managers. The purchasing manager wanted machines that were large, durable, fast, and required minimal maintenance.
Defying the industry logic, the Japanese company Canon created a blue ocean of new market space by shifting the target customer of the copier industry from corporate purchasers to users. With their small, easy-to-use desktop printers Canon created new market space by focusing on the key competitive factors that the mass of noncustomers – the secretaries that used copiers – wanted.