The Buyer Utility Map

The Buyer Utility Map helps you to identify which business ideas have real commercial potential. A common trap is that the management focus on a product’s technical possibilities. Instead, they have to focus on the product’s utility – that is to identify where and how the new product or service will change the lives of the costumers. It is less about a product's technical possibilities and more about its utility to customers.


The Buyer Utility Map was introduced by  W. Chan Kim and Renee Mauborgne in the article ” Knowing a Winning Business Idea When You See One”. The article was published in the Harvard Business Review edition from September-October year 2000.

W. Chan Kim and Renee Mauborgne are professors of strategy at INSEAD and co-directors of the INSEAD Blue Ocean Strategy Institute in Fontainebleau, France. They have published numerous articles in top academic and managerial journals.  They are the authors of the New York Times Bestseller Blue Ocean Shift and the over 4 million copy global bestseller Blue Ocean Strategy.


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