162 ◾ The Innovative Lean Enterprise
To complete the map, insert the strategy icons and the market size gage
to complete the visual strategy map current state. This will capture the pres-
ent strategy for your company compared to your competitor’s. If desired, a
separated strategy icon can be used for the entire curve of a company, or
certain selected key offerings. This decision depends on the offerings con-
tained in the map and is decided on a case-by-case basis.
Once the final curves are obtained, you can analyze them where you can
verify if there is an area of focus for your company. A proper area of focus
is those offerings that collectively add up to customer benefits ultimately
providing customer value. If high levels of offerings ar