ABSTRACT
In Chapters 10 through 12, we discussed strategy from several points of view. We began with the concept of visual strategy in Chapter 10, where we created a series of graphics to display the competitive landscape for a company. From that, we discussed strategy from a qualitative perspective in Chapter 11 based on a five-question approach. Finally, we discussed strategy on a quantitative point of view in Chapter 12. In Chapter 12, we illustrated how the various offering features could be broken down into the functional and emotional characteristics and displayed on a two-dimensional map. We also saw how the functional and emotional characteristics of various offerings could be compared when several are displayed on the same graph. In this chapter, we will focus specifically on some of the key specifics of function and emotion.
