The best start you can make is to draw your product/service/distribution offering Value Curve and compare it to that of your closest competitors.  Then draw the Value Curve of organisations which meet the same basic need your offering does, but in an entirely new way (the alternatives that buyers and users have). 

Examine your Value Curve compared to those of your competitors' and alternatives' to assess to what extent your industry is commoditised and which competitors or alternatives are likely to win in the future - those having divergent and focused Value Curves. You could also draw your PMS Map at this point and assess your entire business portfolio. More advanced practitioners have, at this stage, drawn their 'people' and 'process' Value Curves as well.

Your next steps are to conduct Visual Exploration and compile material for the Six Paths in order to build potential future Value Curves.  It is best to seek some guidance at this point.  The book, whilst explaining the tools and techniques, cannot give you all the guidance you need for your industry and organisation.  Feel free to contact us.