Perform level one

What is perform in this context? and again the word "oblivious" regarding companies.. don't understand this word.

Companies that compete mainly on better products and value propositions are often oblivious to the fact that they could out-compete others by combining their products with a better business model. Let's call this group the oblivious companies that just start to understand the importance of competing on business models, usually perform level one business model strategies, they use the business model canvas to ask themselves which customers they're targeting