![Quicken personal finance software](https://cdn1.cdnme.se/5447227/9-3/7_64e61dfbddf2b36517292648.png)
With Quicken’s user-friendly interface resembling the familiar checkbook, it was faster and more accurate than the pencil, yet almost as simple to use. Intuit focused on bringing out both the decisive advantages that financial software had over the pencil – speed and accuracy and the decisive advantages that the pencil had over software – simplicity of use and low price – and eliminated or reduced everything else. Instead of benchmarking the competition, Intuit created a blue ocean by looking to the pencil as the chief alternative to personal financial software to develop Quicken software. They have very different forms but serve the same function: helping people manage their financial affairs. The software, the CPA, and the pencil are largely substitutes for each other.
![quicken personal finance software quicken personal finance software](http://mylitter.com/wp-content/uploads/2018/12/quicken.jpg)
To sort out their personal finances people can buy and install a financial software package, hire a CPA, or simply use pencil and paper.
![quicken personal finance software quicken personal finance software](http://x20plus.com/wp-content/uploads/2019/08/14094.jpg)
Intuit created a blue ocean with its Quicken financial software package by looking across substitute industries and reconstructing boundaries across them.
![Quicken personal finance software](https://cdn1.cdnme.se/5447227/9-3/7_64e61dfbddf2b36517292648.png)