This map can be used to sum up the previous two and check the link with the features of our product/service.
It’ a circular process: be sure that at this stage of the qualification you are at the same point of designers. Otherwise go back and find the mistake.
I’ve discovered that in differentiation there are a lot of companies’ mistakes. They things, for example, that if they can serve their customer in seven languages, it’a differentiator. But who cares? Nobody if hundred percent of their customer speaks the same language. For those people there isn’t any difference between a seven languages speaking company or a two languages speaking; both of them can address the need of communicating with.
The map helps us to understand that to be effective we must be different in what cares. So the features of our product service must fit the previous maps: this is a qualifying process.