Your team is trying to determine if you have the resources to create a value map. You’ve summarized the information available to the team. What might hold you back from being able to create a value map?

We don’t know exactly what our competitor’s next move will be.

We can measure our own customer values but may not be able to measure our competitor’s customer values.

We don’t know how much market price erosion there will be.

We don’t know if our competitors will change the price of the next best alternative.

That’s right. One of the difficulties of creating value maps is that you have to be able to measure your competitor’s customer values.