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The first circle represents the team’s consensus of what the most important customer segments need or want from the product or service

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  1. The first circle represents the team’s consensus of what the most important customer segments need or want from the product or service.
  2. The second circle represents the team’s view of how customers perceive the company’s offerings.
  3. The third circle represents the strategists’ view(s) of how customers perceive the offerings of the company’s competitors.
  4. Describe how 1, 2, and 3 are particularly important for asking questions about the company’s competitive advantage.