How will you figure out what you need to do in order to break free from the current challenges and enter the best opportunities? Ever found yourself talking with a focus group that only included very satisfied customers? What would you expect they’d have to say about their level of satisfaction with the status quo? What would you expect them to say about the need to change in order to reach a new audience?
Clearly Blue Ocean Strategy is correct. If you want to change the trajectory of your organization you must begin to listen to non-customers, to the people who are not yet coming. Why? "Noncustomers tend to offer far more insight into how to unlock and grow a blue ocean than do relatively content existing customers (p. 106)."