Who are the 3 tiers of Non-Clients?

Australian Capital Territory
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“Our law firm’s products + services are specifically designed for the large (85%) untapped Blue Ocean market represented by the 3-tiers of existing Non-Clients of the legal industry who:
1️⃣  Only use lawyers out of necessity and are constantly looking for a better alternative so they can jump ship;
2️⃣  Consciously do not seek legal advice or support + believe lawyers are to be or can be avoided, or they simply cannot afford them; or
3️⃣  Have not previously been recognised by the legal industry as potential clients.

For example:

Blue Ocean Law Group℠ offer Corporate Governance incl. Blue Ocean Strategy® services in additional to our innovative legal services to ➲ proactive clients.

The legal profession has traditionally been a reactive “clean-up the mess”, problem-solving industry which has not sought to add-value outside of narrow band of legal services.

3 tiers of Non-Clients:

The 3 tiers of Non-Clients is a strategy tool used within Blue Ocean Strategy® to help identify Blue Ocean markets.

In a nutshell, the basic idea is to take the time to observe + understand:

🧩 Who are not your clients?

🧩 Why they are not your clients?

Then focus on designing and delivering value innovation which is compelling to your Non-Clients.

This provides the potential for true innovation within your exisiting “business as usual” Red Ocean as well as the opportunity to open up unchartered Blue Ocean markets where you have no competition.

If you take the same old traditional approach of attempting to create innovation by focusing exclusively on your existing clients:

➲ You may find it more difficult to differentiate from your competitors and obtain the insights you need to open up new market space.

Further Reading:

"Blue Ocean Strategy Basics ➲ Non-customers: Blue Ocean non-customers aren't just new customers; they're a new type of customer.” by Michael Olenick posted in his Blog “Blue Ocean Thinking”.

The concluding paragraph of the article is extracted below [emphasis added]:

“The idea of non-customers is one of the most misunderstood components of blue ocean strategy. I’ve all too often seen it approached as a marketing strategy to loop in more customers or to poach customers from a competitor, which isn’t the idea at all.
Rather, the point of non-customers is to redefine the rules of the game, to change the boundaries of an industry in blue ocean terms and to make competition irrelevant.”


This above description of our Non-Clients was developed using Blue Ocean Strategy® by our founder ➲ James D. Ford GAICD | Principal Solicitor, Blue Ocean Law Group℠.

Blue Ocean Strategy® is developed & owned by W. Chan Kim + Renée Mauborgne Professors of Strategy at INSEAD, one of the world's top business schools, and co-directors of the INSEAD Blue Ocean Strategy Institute in Fontainebleau, France.

For 10 years straight, Kim + Mauborgne have been ranked in the top 5 management gurus in the world by Thinkers50.