The trade-offs, which customers make, play a central role in determine whether products succeed or fail. However, methods of visually representing trade-offs are not well developed. This presentation offers the Trade-off Map, which is a tool for simply mapping trade-offs and customer experiences of products as well as services. Several insights can be obtained from a Trade-off Map. For instance, you could observe the visual strategy and performance of a product. You could also see how best to developing strategies and tactics so that the product or service becomes a 'hit.'