Products and services exist within a larger ecosystem of related, complementary, and competitive offerings. Understanding how your customer sees your offerings and various relationships within this system may be essential to innovate and expand or optimize revenue streams.


Stakeholder, user, customer familiarity with your offering usage and scenarios. 


A visual ‘web’ outlining various contexts offering is situated in. For instance corporate relationships, environments, operation use-cases, users and user roles.


Consider entities related to your product? Are they people or things? Locations, concepts, other companies? How might these be leveraged to increase revenue?

What are the relationships created? Are we looking at the results of products? Are products sharing data? Consider a value chain perspective.

Did you find something surprising? Are these entities and relationships to explore?

Do these relationships represent the offering as it exists, or is a future state? Is this future state currently road mapped?


The 1 – 3 scale indicates whether the attribute is less or more. A 3 in open-endedness would imply the output of the exercise is more open ended. A 1 in Time Frame of Action implies the output can be acted on in a short time frame. 

  • Open-Endedness: 3
  • Time Frame of Action: 3
  • Scalability: 2
  • Customer Preparation: 2
  • Market Preparation: 1
  • Physical Preparation: 1

References – 

“Innovation Games” by Luke Hohmann