It can be used to assess the degree of risk of an offer, according to how much it differs from what already exists, or as a brainstorming technique to prioritize new ideas.

Within the map, the ideas are positioned in different quadrants according to how new they are and the user for whom they are intended. There are two types of questions to ask yourself when using this tool: is the idea that I am considering completely new or is it based on an existing offer? Who is my offer for? For a new user or for someone I’ve already worked with?