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Simply stated, business has just two functions, innovation and marketing.<br />But only the seasoned managers understand the complexity behind this simplicity.<br />Buyer Utility Map help managers break the utility for their consumers and generate innovative ideas<br />

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People don’t use products, they indulge in experiences<br />Idea generators need to focus on experiences and not on products<br />

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Buyer’s experience can be better understood by dividing it into six stages, these are six differentoccasions where marketers can create value for their buyers<br />

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How easy it is to find the product, the attractiveness and accessibility of the store, the level of comfort the speed with which purchases are made.<br />

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The speed and convenience of product delivery, the ease of unpacking and installing the product.<br />

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What training or expert assistance is required while using the product, ease of storing the product, the effectiveness of the product&apos;s features and functions.<br />

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Other accessories that are used along with the product.<br />

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Ease of maintaining the product and the amount of expert assistance required.<br />

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If the product generates waste, the ease of disposing drills consumer’s mind off!<br />

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These are called six stages of<br />‘Buyer Experience Cycle’<br />

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Thinking ahead, there are six different ways of innovating and creating value in each of these stages<br />

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The innovation helps customers do things faster, better or in different ways.<br />

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The innovation offers enhanced ease-of-use.<br />

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The innovation makes a desired activity easier to perform.<br />

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The innovation minimizes customers&apos; financial or physical risks.<br />

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The innovation delights customers. <br />

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The innovation facilitates recycling and other environmentally sensitive practices.<br />

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These are called six<br />‘Utility Levers’<br />

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This approach help managers think of 36 opportunity types to create value for buyers…<br />

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Buyer Utility Map<br />

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So what’s your next big idea?<br />Source:<br />Kim, W. Chan and Mauborgne, Renee; &quot;Knowing a Winning Business Idea When You SeeOne&quot;; Harvard Business Review; September-October 2000.<br />