The target is identifying what is compelling for the customer. The compelling event could be an external obligation (for example a law), or the perception of necessary. We need to explore both. The first is more simple if we are able to discover it. The second is, actually, very difficult. Leggi tutto “The WHY-MAP”


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.  Leggi tutto “The WHAT-MAP”

The power map

That’s only a simple graphical representation of the prototypes we have identified. This kind of map requires a lot of customization. The most important thing is: identify all the people involved in the decisional process and make the association with your prototype. We must know the role of our sponsor and the presence of a saboteur.

Leggi tutto “The power map”