Thread by @swardley

X : Can you create me a map of my business?
Me : I don't know your business. You'll have to map it.
X : I don't know how to map.
Me : User need, value chain and evolution - easy.
X : But what if it's wrong?
Me : All maps are wrong. Share it with others in the space to improve it.

X : I don't understand why you can't create me a map.
Me : Do you know what a geographical map looks like?
X : Yes.
Me : Have you ever been to Svalbard?
X : No.
Me : Could you draw me a map of Svalbard?
X : I don't know it!
Me : Likewise, I don't know your business. You do.

X : But you could help me.
Me : If you draw me a map, I might be able to - yes. I can certainly challenge you on the map, we can play patterns on it and learn what works and what doesn't. That's the point of maps - communication, learning and challenge.

X : Could I hire you to learn my business and draw a map?
Me : Why would you?
X : So we can discuss what strategy we should play.
Me : But if you don't understand your landscape, how do you hope to discuss strategy? You need to go through the process yourself.

X : I'm not reading your book, doing a video course and spending hours learning to map. I'm busy.
Me : Well, then don't. You should only map if you find it useful.
X : But my friend said it was useful.
Me : Well then, you've got a choice to make. I'm not making it for you.