Planning and Pursuing Your Customer Portfolio 

I often use Kim and Mauborgne’s (Blue Ocean Strategy) Pioneer-Migrator Map as a beginning step in identifying customers and organizing clusters for engagement and exploration. It is certainly not meant to be a direct comparison but it offers a unique view of the material.

I like to look at growth opportunities through real people, and clustering from the known and build upon that. This would be in lieu of starting with markets (the unknown) and segmenting. I think BOS offers similar thinking in finding Blue Ocean space.

In Lean Terms you may consider this view:

  • Settlers: Standard Work (SDCA)
  • Migrators: Continuous Improvement (PDCA)
  • Pioneers: Innovation/Exploration (EDCA)

Blue Ocean Shift Book Link: