Mapping is a graphic representation of a market. It is an in-depth evaluation and critical analysis that can: pinpoint opportunities, identify impending market shifts, identify markets to develop or new services to launch, and it even suggests how to respond to these dynamic changes.

The minimalism of a market map makes it easy to assimilate vast amounts of information at a glance as they give a visual overview of the collective issues and landmarks that inhabit a market's terrain. Such indepth assessments underpin all market-leading strategies.

Maps speak the language of possibility: they can change our notion of what the future may hold. They highlight a new geography in which markets and commodities can be paired and they tell you where your next step should be.

Maps surprise: they speak subtle truths that enable us to spot patterns and derive new insights from a simplified graphic image of a market. They promote new geometries of thought, new associations and therefore new ways of thinking about the market.

Maps synthesize information: they juxtapose obvious trends with the subtle undertones that drive markets. They synthesize masses of unfiltered, complex data and represent it simply to show patterns that otherwise may elude one.

Maps orient us physically: Maps orient us spatially, conceptually, culturally so by using maps to illustrate the frontiers of a market we are taking one of the most fundamental tools and applying it in an innovative and graphic way to illustrate a company’s place in the world.

Maps integrate the unknown: maps articulate the boundaries between the known and the unknown. They “serve as a visual shorthand for how we conceptualize and integrate the unknown”. They “lure us to the next inevitable frontier, focus our thinking, incite our curiosities and tempt us to peek over the line dividing the known and the unknown” (S.Hall).