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This Element is an excerpt from Predictable Magic: Unleash the Power of Design Strategy to Transform Your Business (9780137023486) by Deepa Prahalad and Ravi Sawhney. Available in print and digital formats. Use "experience mapping" to create products, services, and experiences your customers will be truly passionate about! Great design begins with a deep understanding of the consumer. But how can you evaluate subjective, intangible ideas such as consumer experience and empowerment? Traditional tools for mapping competition generally analyze pricing, margins, and market shares: they don't capture the crucial emotional connection that distinguishes market leaders. Consider the runaway success of the Flip Video camcorder....