
1
Chapter 2
Understanding
theCurrent State
In Chapter 1 we introduced the Lean concept of visual strategy by merging
a series of graphics together. This allowed for the communication of a vast
amount of information in the display of the entire competitive landscape.
We talked about benefit levels of offerings and how a company’s offerings
should provide customers with better solutions compared to their competi-
tors’. This was communicated using the strategy icon displayed on the visual
strategy map (VSM). Included on the strategy icon were the cost position,
opportunity levels, and levels of the barriers to imitation. Finally, the market
size an ...