Aren't tables incredibly dull? (don't lie. If you like tables, be proud of that. I don't particularly go for them, especially in the black and white 6x6 fashion. That could be a lot of data and it starts to just look like texture after a while) Also - the table above doesn't do us much good because its empty . . . which is also a thing about tables. They are always expecting to be filled, which I think is a bit presumptuous. (but presumptuous or not) I filled the one below based on my past experience in ordering Warby Parker glasses to help me see with my eyes. Warby Parker is an eyewear company that sells direct to customer through the internet and undercuts the competition on cost by 300-500%. They also donate a pair of glasses to a person in need for every pair they sell. As you can imagine, the quality of the frames is nothing to write home about, but they LOOK good.
(and who am I to judge on quality? I had WalMart put prescription lenses into a pair of gas station ray ban knock offs and have been wearing subsequent frames for the past 4 years. It's funny [and incredibly convenient] how every pair of wayfarers made in china seems to have the same size lenses in them. I'm going to start italicizing digressions, I think that visual distinction might be nice for the reader)
So that helps a little bit more to illustrate the point of the reading. You don't really have to fill every single box on the table (and I would say that Warby Parker has filled more boxes than most). So this is good, but I still don't feel like we are conveying enough information here, so lets take this one step further.
So now I've added in some information based on my experience (Which I should mention only extends into delivery because I'm still waiting for my glasses to get here.) As you can see I've colored in the boxes to denote how they compare with their competition. This gives us a better idea of where they are positioned. I could go a step further and use a scale of greens yellows and reds to show their very distinctive strengths in the purchasing column, but I won't. That's not really the point I'm trying to make.
The point I'm trying to make
is that perhaps you should fill in every box in this table. Actually, I think you absolutely should fill in this box in every table. Most likely you should do it three times. First I would fill out every box based on how you are currently relating to each of these levers (unless you don't have an existing product or service, then you get to skip this step. Or for extra credit you can make one for your current idea of what you will offer through your product or service.) Second I would fill out every box for the best ways that your competition are relating to each of these levers. Lastly I would fill out every box for how you could best effect each of these levers. Now you have a table with a pretty good idea of what people may do next, and what you can choose to do moving forward. If you already have a company, look for areas where you are currently weak, and your competitors are not yet strong. These will be the best areas for you to move into. If you don't have a company, look at areas where your competitors are weak and you believe yourself to have core competencies. Either way, I believe that filling out every box on this table (multiple times) is a good idea. You could even have an evolving Utility Lever table on file for every competitive player in your field (including yourself). This would give you a good idea of the trajectory of each of your competitors in key areas, which may help you to anticipate their next move.
_just my $0.02
To fun this blog up and pump some more Canvas and Hide visual aesthetic into it - here is an excellent video on a social venture that exhibits excellent values of resilience and craftsmanship.
-Ben.
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