This tool helps us to see the way the various parts of a system (such as a client organisation) interact. That then enables discussion about possible positive interventions in the system.
Having a rough internal estimate of agency valuation can be a very useful metric for discussion at Owner and Board level in the business. It's even useful if you plan never to sell.
The idea is to draw out the journey the target audience has with your agency, from beginning to end. This could be for prospects, clients, recruitment candidates, staff, freelancers, and so on.
In the earlier stages of the agency lifecycle you pretty much have to deal with problems as they come up, but from the Smarten-up phase onwards you have to get ahead of things more.
The most important thing an agency leader can do, especially as the agency grows, is to clearly communicate the culture, strategy and purpose of the agency.