Getting Started on the Insight Map
Learning Objectives
After completing this unit, you'll be able to:
- Gather insights about your customer's business
- Get inspiration from other insight maps
Use the Insight Map to Optimize Your Business Conversations
Let's look again at
MyHealth is a chain of health-care clinics. The company is expanding quickly and is upgrading its current systems.
From her experience with similar companies, Lynn knows that MyHealth is likely to have problems she can solve with her point-of-sale (POS) hardware, software, and training solutions.
Lynn knows how important it is to make sure every conversation with MyHealth has as much value as possible for both sides.
She and her colleagues will use an insight map to gather their knowledge in a way that helps them understand MyHealth's particular business goals and problems.
The basic building blocks of the insight map are:
- MyHealth's relevant business goals.
- The business pressures affecting their goals.
- The initiatives that MyHealth is undertaking to address these pressures so they can achieve their goals.
- The obstacles that need to be overcome.
- The solutions that will help MyHealth to overcome the obstacles.
Gather the Team's Initial Ideas
First, Lynn and the team need to capture their ideas and knowledge about the MyHealth
They won't worry about structuring or correctly categorizing the information for now. The important thing is to get the knowledge they've gathered so far onto the board. Then they'll be able to better organize their information and to build on what they have.
So what have they got for the initial ideas?
They know that MyHealth's business goals for this year are:
- To increase revenue from its pharmacies to $180 million.
- To increase their margin by 3 percent.
- To improve earnings before interest, tax, depreciation and amortization (EBITDA) by 5 percent.
From their conversations with key people at MyHealth, they've learned about some of the business issues impacting MyHealth's goals. They quickly capture these in a section they call General Notes.
At this early stage, some cards may be in the wrong place. For example, "Staff onboarding is difficult" may be an obstacle caused by something that's broken in the onboarding process.
The team will reword and restructure these later, moving some to other parts of the board. This is all part of the process of building a great insight map.
Here's what the insight map looks like after the team's first pass.
As the team grows their relationships with the people in MyHealth, they'll be able to gather additional knowledge and improve their understanding of the
They'll continue to shape and develop the board as
Get Inspiration from Other Insight Maps
Lynn and her colleagues know that sometimes other insight maps can provide inspiration.
This could put them in a position to provide MyHealth with business insights they wouldn't get anywhere else – a great way to boost Retail POS's value to them.
Lynn clicks Import in the top right of the insight map to look for other, similar insight maps that may be worth checking out.
A likely candidate is the insight map for
She clicks into the Murray Medica insight map and sees that it has a couple of business pressures that could also be applicable to MyHealth.
So she selects them and clicks Add to import them onto the MyHealth insight map.
She'll discuss these with some of the key players in MyHealth to find out whether they actually are pressures that affect their goals.
Shape and Develop the Insight Map
Now that the initial ideas have been captured, Lynn and the team can collaborate with the key players at MyHealth to further develop the insight map.
The detail they add will help them to articulate a clear story about:
- The goals that MyHealth needs to achieve.
- The problems they need to solve.
- The value they will get from an investment in Retail POS's solutions.
Try It Yourself
Why not open one of your
- Gather the team's initial ideas
- Get inspiration from other insight maps
