Our client wanted to understand the impact of the economic downturn and of globalisation on its market in the USA. We pooled our thinking and came up with straw-man maps and a guide to our explore views and experiences with players at all levels in the market. Making sense of these meetings and published market data highlighted the shift in demand from the US to China and India, the value at each point in the market, and the similarities and differences in the roles and goals of different players. We developed a demand forecasting model based on our understanding of the forces driving change which the client uses in its production and marketing strategies. As a result of the process, the organisation has a new shared view of the shape and changing nature of the market. We have done similar exercises for this client in Italy, Turkey, the UK and the US.