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You always start with the business goal; it is your map’s root node. You then grow the map out from the goal by first identifying all the actors (e.g. the customer or the team) that could help or prevent the project from achieving the goal. Each actor could have multiple ways to help or hinder achieving the goal, we call these impacts. The last layer of an impact map defines what the project or delivery team can do in order to support or prevent particular impacts from happening, and this is the layer where your software options come into play.