angle of competition. Sometimes, it’s very predictable and sometimes it’s totally outside of the industry that you expect that you are competing in. I like to understand where they’re heading and how they created their UX. I want to understand their design strategy with the product and what it means for what we are trying to accomplish. Being able to share these details with my partners and team helps everyone to be well informed and make better decisions together. Something I almost always do in every project is a simple ecosystem map (see Figure 10-7) that shows who all the players are, what they have to offer, and why people like them (what features differentiate them). It’s a competitive map but in a framework that is relevant to the product I am working on. Figure 10-7. Ecosystem map It’s a good reference tool for everyone on the team. I want everyone to know where we are on the map and where we are going. 9. What is a business case or anecdotal story that you can share that walk us through the steps you have to go through when conducting strategy specifically for an