What Is the Buyer Utility Map?
Find Hidden Opportunities in Your Industry
Buyer utility map is a tool from the Blue Ocean Strategy that allows you to visually map out the entire buyer’s journey against certain criteria.
In this article, you’re going to learn what the buyer utility map is and how you can find hidden opportunities in your industry. You’ll also get so see some real-world examples of how companies are using it to deliver value to their customers.
But first, what is the buyer utility map?
It “…helps to get managers thinking from a demand-side perspective [aka buyer side vs company side]. It outlines all the levers companies can pull to deliver exceptional utility to buyers as well as the various experiences buyers can have with a product or service.”
It’s composed of two axes: along the horizontal axis is the buyer experience cycle, and along the vertical axis are the utility levers. I’ll go over this in a bit.
Here’s how it looks like…
The biggest benefit of using this tool is after completing the buyer utility map for your product/service, you will easily see…
