The road map or GPS is crucial on any trip you're planing, or NOT?  Trips not properly planned can be very exciting and unpredictable. This is not what we want in business.  A firm understanding of your business is many times the difference between success and failure.  We make use of the business model generation tool and some additions that we combined to plot out the business model and strategy in the same space.  The effect is that we then not only know how the business model is ideal, but we also know how we are going to compete.