For Units 1-3, you will be choosing a company’s product or service to analyze. Please use the same company for each of these discussions.

Referring back to the company and product/service you discussed in Units 1 and 2, identify three tiers of non-customers, as well as how the product offers exceptional utility and where it fails to do so (use the buyer utility map as shown on p. 121 of Blue Ocean Strategy). Armed with this information, how can the company develop “customer intimacy” as described on pages 105–106 of Strategy: A View from the Top?