The map is what we need to have a clear picture of the value proposition. Not everything, just the elements that are important for the customer. Matching feature and need though benefits we can define a restricted area where we’ll put every resource.
The map is the first step to qualify a deal or a proposal.
We can start from our idea, from the feature of the product/service or from the market. In the second case, when we are building the value proposition from market needs, we must pay attention, this is the way that have to lead a lot of people to failure. We can understand why looking at the comparison of the Pareto law and the Rogers adoption curve.
If we want to address the 20% of innovators we have to re-define their needs with something new. A novelty is a value itself. Start from here to design the proposal.