In Strategy understanding non-customers and current customers by listening to them and understanding their “job to be done” is one of the keys to value creation. We use co-design, design thinking techniques that provide a host of methods and tools to understand customers better - whether they are a domestic violence victim, a large government organisation or a paying customer. The ability to understand the customers and non-customers and providing value to them is the key to innovation. The good thing about Blue Ocean Strategy (BOS) are these set of frameworks and tools to capture this information and work with them visually. In my workshops, I emphasize the use of visual tools. This is one of the reasons the business model canvas frameworks very well. It creates conversations which help in cutting down complexity. The ERRC Grid along with the Strategy Canvas or what the authors of BOS, Kim and Mauborgne called Value Curve in their initial HBR article, are good ways to think about placing your competitors and the needs of the customers and non-customers in one place to create a new value curve. In my work I can see the direct link of the work of Drucker with BOS, Business Model Canvas, the Strategic Choice Framework of Roger Martin and Steve Blanks hypothesis testing lean start up idea.