Why MAP Matters
Most PMs skip this. They jump straight to solutions. They build for "users" without understanding who the real buyer is vs. the user, who influences the purchase but never touches the product, who might sabotage the deal, who's NOT buying and why, or what competitors the customer doesn't even realize they're comparing you to.
THE CORE QUESTION
"Who are all the players? What are their jobs?"
This isn't just about listing stakeholders. It's about understanding what job each player is trying to get done, what game each player thinks they're playing, and how they all connect and influence each other.
The Level 1 → Level 3 Shift
LVL 1
What You See
One customer type
What You Ask
"Who is our user?"
LVL 2
What You See
Multiple stakeholders
What You Ask
"Who else is involved in the purchase?"
LVL 3
What You See
The entire system
What You Ask
"What game is everyone playing, and how are the games connected?"
KEY INSIGHT
If DISCOVER finds the disagio (the feeling that something isn't right), MAP creates the terrain on which you'll fight. You can't design a solution until you understand the system you're designing for.