Simon Wardley Maps - Value Chain Mapping PDF

Strategy, Mapping and
Situational Awareness
July, 2015 | Simon Wardley
Learning
So what?
Gameplay
How to?
Why?
Versus
Two Examples
Chess World
Thermopylae
White
Pawn (w), Pawn (b), Pawn (w),

Queen (b), Pawn (w), Queen
(b) ...
Black

Queen (b), Pawn (w), Queen
(b) ...
White
Black

Queen (b) ... LOSE.
Low
High
f3, e5, g4, Qh4 ... WIN.
Versus
LOW levels of
situational awareness
Verbal reasoning
Backward causality
NO position or movement
HIGH levels of
situational awareness
Visual reasoning
Context Specific
Position AND movement
Where?
(position & movement)
How?
(Action)
Why?
(strategy)
What?
When?
(Action)
In Military ...
Where? Why?
(strategy)
What?
How?
When?
Action
STRATEGY
Tactical
Choices
(BYOD)
Implementation
Details
(Private vs Public)
Purchasing
Decisions
(Oracle vs SAP)
Operational
Details
(SLAs)
Why?
Vague
Everyone else is!

67% of successful
companies do ...
1984
62 Companies for
you to emulate
Business Level Abstractions

of a Healthy Strategy
Common Blahs
digital business, big data, disruptive,
innovative, collaborative, competitive
advantage, ecosystem, networked,
efficiency, learning organisation, social
media, revolution, cloud based, agile,
secure, internet of things, growth, value,
customer focused, open,
digital first, data leaders, agile, insight
from data, platform,
sustainable, revolution, culture.
Blah Template
Our strategy is [Blah]. We will lead a [Blah] effort of
the market through our use of [Blah] and [Blah] to
build a [Blah]. By being both [Blah] and [Blah],
our [Blah] approach will drive [Bah] throughout the
organisation. Synergies between
our [Blah] and [Blah] will enable us to capture the
upside by becoming [Blah] in a [Blah] world. These
transformations combined with [Blah] due to
our [Blah] will create
a [Blah] through [Blah] and [Blah].
Common Blahs
+
Blah Template
=
Autogenerated
64 strategies
Strategy 1 / 64
Our strategy is customer focused. We will lead a disruptive
effort of the market through our use of innovative social
media and big data to build a collaborative cloud based
ecosystem. By being both digital first and agile, our open
approach will drive efficiency throughout the organisation.
Synergies between our culture revolution
and networked learning organisation will enable us to
capture the upside by becoming data leaders in a digital
business world. These transformations combined
with insight from data due to our internet of things
platform will create a sustainable competitive advantage
through growth and value.
http://strategy-madlibs.herokuapp.com/
by Bill West
In Business ...
Where? Why?
(strategy)
What?
How?
When?
Action
High
160 Hi-Tech companies in Silicon Valley, 2012

Size of the bubble = No. of Companies
+ve Market Cap (7 yrs)
Players
Chancers
Low
-ve Market Cap (7 yrs)
Low
High
How to?
Why?
xyz
xyz
xyz
xyz
xyz
xyz
xyz
xyz
xyz
Activities
Practices
1,2,3,4,5
1,2,3,4,5
1,2,3,4,5
Data
People
xy
z
1,2,
x
3,4,x yz
5yz
,5
,3,4
1,2
xyz
xyz
xyzxyz
xyz
1,2,3,4,5 xyz
Organisation
Capital
xy
z
1,2,
x
3,4,x yz
5yz
,5
,3,4
1,2
xyz
xyz
xyzxyz
xyz
1,2,3,4,5 xyz
Organisation
Box and Wire
Q. Approach?
?&!A?
Business
Speak
Technology
Speak
xy
z
1,2,
x
3,4,x yz
5yz
,5
,3,4
1,2
xyz
xyz
xyzxyz
xyz
1,2,3,4,5 xyz
Organisation
Map
xy
z
1,2,
x
3,4,x yz
5yz
,5
Organisation
Value Chain
Value Chain
Value Chain
,3,4
1,2
xyz
xyz
xyzxyz
xyz
1,2,3,4,5 xyz
Visible
USER
Needs
CUP OF TEA
Value Chain
Needs
Needs
TEA
HOT WATER
Needs
Invisible
KETTLE
Needs
WATER
Needs
POWER
Photo Storage
Power
Data Centre
Image
Manipulation
Platform
Compute
Web Site
Customer
CRM
Print
Visible
Customer
Image
Manipulation
Print
Value Chain
Photo Storage
Web Site
Customer
Relationship
System
(CRM)
Platform
Compute
Invisible
Data Centre
Power
Visible
Customer
Image
Manipulation
Print
Value Chain
Photo Storage
Web Site
Customer
Relationship
System
(CRM)
POSITION
Platform
Compute
Invisible
Data Centre
Power
BUT
No movement
Nokia
Evolve
Evolve
A[1]
A[2]
A[3]
A[4]
Evolution
A[5]
Applicable Market
Time for A[2]
Time for A[5]

100% adoption A[5]
100% adoption A[4]
100% adoption A[3]

100% adoption A[2]
100% adoption A[1]
Time
Applicable Market
Time for A[2]
Time for A[5]

100% adoption A[5]
Ubiquity
100% adoption A[4]
100% adoption A[3]

100% adoption A[2]
100% adoption A[1]
Time
Applicable Market
Time for A[2]
Time for A[5]

100% adoption A[5]
Maturity
100% adoption A[4]
100% adoption A[3]

100% adoption A[2]
100% adoption A[1]
Time
Type
Publication
Type
Meaure
Wonder
II (key)
III (key)
IV
building, construction
and awareness
operation,
maintenance and
feature differences
use
Volume
Volume
Certainty
Ubiquity
Utility
Commodity
Product
Service
Custom Built
Genesis
Evolution
Certainty
Ubiquity
n
o
i
it
Demand
t
e
p
m
o
C
Supply
Certainty
Value Chain
Evolution
(describes organisation)
(describes change)
Visible
Customer
Image
Manipulation
Print
Value Chain
Photo Storage
Web Site
Customer
Relationship
System
(CRM)
Platform
Compute
Invisible
Data Centre
Power
Map
Visible
Customer
Online Image
Manipulation
Online Photo
Storage
Value Chain
2005
Print
Web Site
CRM
POSITION
Platform
Invisible
Data Centre
Compute
Power
MOVEMENT
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
So what?
How to?
Why?
Emergency
Services Mobile
Communication
Platfom
ESMCP
Value Chain
Visible
User
CO
Invisible
User Orgs
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
ESMCP
Need
Value Chain
Visible
User
CO
Invisible
User Orgs
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Change
Visible
Value Chain
Invisible
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Value Chain
Invisible
Competition
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Value Chain
Industrialised
Chaotic
Ordered
Uncertain
Known
Unpredictable
Measured
Changing
Stable
Different
Standard
Exciting
Dull
Future Worth
Low Margin
Differential
Essential
Invisible
Uncharted
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Value Chain
Uncharted
Industrialised
AGILE / IN-HOUSE
Strong
Weak
SIX SIGMA / OUTSOURCE

Weak
Strong
Invisible
Lean
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Value Chain
Uncharted
Industrialised
Time and Material / VC based

Strong
Weak
Outcome based
Strong
Weak
COTS / Fixed
Strong
Weak
Invisible
Weak
Unit / Utility based

Strong
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Management
Visible
Customer
Uncharted
Customer
Industrialised
Customer
GIS
3D Visualisation
Web site
CRM
Value Chain
Land Registry
WISE
PIMS
Finance
BIM
ERPM
Collaboration
RISK
HR
Platform
Compute
Invisible
Power
Data Centre
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Customer
Uncharted
Customer
Industrialised
Customer
GIS
3D Visualisation
Web site
CRM
Value Chain
Land Registry
WISE
PIMS
Finance
BIM
ERPM
Collaboration
RISK
HR
LEGEND
Platform
outsource to utility
suppliers, Six Sigma
Compute
use off the shelf

products, Lean
Invisible
build in-house with agile

techniques
Genesis
Custom
Built
Power
Data Centre
Product
(+ rental)
Commodity
(+ utility)
Evolution
YoYo
AGILE
Strong
Weak
OR
SIX SIGMA
Weak
Strong
Outsource
SIX SIGMA
Weak
Strong
Incur excessive
change control
costs
Some parts will be

efficient
Practice
Q. Outsource?
A
D
F
B
C
Outsourced
Visible
Uncharted
Industrialised
Outsourced
C
Value Chain
F
D
Invisible
Q. Outsource?
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
HR
Data
Compensation
Q. Outsource?
Data
Visible
Uncharted
Industrialised
HR
A
Value Chain
Data
C
Invisible
Q. Outsource?
Genesis
Custom
Built
Data
Product
(+ rental)
Commodity
(+ utility)
Evolution
Q. Approach?
Visible
Uncharted
Industrialised
Value Chain
Autonomous
Vehicle Driver
GPS
Autonomous
vehicle manager
Vision
System
LIDAR
Invisible
World
Perception
Server
Vehicle
State
Server
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Bias
Industrialised
Uncharted
Web Site (13)
Recommendation
Engine (5)
Streaming
Service (3)
Web Server
(14)
CRM (6)
Compute (18)
Market
Analysis (7)
Power (22)
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Uncharted
Industrialised
Web Site (13)

Recommendation
Engine (5)
Lexicon
Streaming
Service (3)
Cluster
Web Server
(14)
Duplication
CRM (6)
Compute (18)
Market
Analysis (7)
Bias
Genesis
Custom
Built
Product
(+ rental)
Power (22)
Commodity
(+ utility)
Evolution
Industrialised
Uncharted
Web Site (13)
Recommendation
Engine (5)
Streaming
Service (3)
Web Server
(14)
CRM (6)
Compute (18)
Market Analysis (7)
Power (22)
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Uncharted
Customer
Industrialised
Email
Intranet
Smart Phone
Thin Client
CRM
Helpdesk
Workflow
Value Chain
Org Chart
EDRMS
HR
Recruitment
Contract
Parking
Procurement
Flexitime
Payment
Accounting
Platform
Compute
Invisible
Data Centre
Power
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Uncharted
Customer
Industrialised
Intranet
Thin Client
Value Chain
Org Chart
Smart Phone
CRM
Helpdesk
Workflow
Recruitment
Email
EDRMS
HR
Contract
Parking
Procurement
Flexitime
Accounting
Payment
Platform
Invisible
Compute
Data Centre
Genesis
Custom
Built
Product
(+ rental)
Power
Commodity
(+ utility)
Evolution
Collaboration
& Silos
Leave to Exit
Detection
Invisible
Value Chain
Visible
Leave to Enter
Borders
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Amend Active
Request
Request
Request Data
Replacement
Check
Query/
Complain
Request
Review
Challenge
Decision
Invisible
Value Chain
Request
Notify Change of
Immigration
Circumstances
Product
IPT
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Value Chain
Invisible
NPDP
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Customer Interface
(product catalog)
User Interfaces
Appointment
Booking
Payment System
Analytics
Value Chain
APIs
Devices (Fixed &

Mobile)
Data Quality
Decision Support
System
Reference Data
Digital Receipt of
Documents
Rules System
Document Store
Analytics Store
Compute
Messaging
Invisible
Data centre
Home Office
Genesis
Custom
Built
Orchestration &
Workflow
Networks
Product
(+ rental)
Commodity
(+ utility)
Data Storage
Evolution
IT Weapons of Mass Duplication - Leader Board

Number of Duplicate
Efforts in a single
Organisation
Technology Space
Industry
380
ERP system
Global Corporate
Cloud projects
Global
Technology Vendor
118
Workflow systems
Government
22
Rules Engines
European Corporate
14
CRM system
Bank
General Rule of Thumb
Everywhere
170
unverified
Contract
Management
Complexity
+ features
+ features
+ FIST
Idea
Goodness
Harvest Hawk,
idea to combat
operations in 18
months
Visible
Industrialised
Invisible
Value Chain
Uncharted
ESMCP
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Industrialised
Invisible
Value Chain
Uncharted
ESMCP
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Versus
User Needs
Effective
Efficiency
Communication
Collaboration
Contract
Risk
Pitfalls
Team Structure
Culture
Finance
Stability
Example
media company
Leadership
Doctrine
Situational
Awareness
Purpose
Focus
Scope
Transactions
Users
Elements
Purpose
Focus
Elements
Scope
TV company
Transactions
We produce TV shows
Users
Public
Situational
Awareness
User Need
Value Chain
Context
Leadership
Doctrine
Tactics
Customer
Aggregator
Leisure Time
Branded
Need
Visible
Customer
Leisure Time
Aggregator
Branded
needs
needs
Value Chain
Artistic Direction
needs
needs
needs
needs
needs
needs
Web Site
Streaming
Service
needs
Market
Analysis
Web
Server
needs
Production
Systems
needs
needs
needs
Recommendation
Engine
needs
needs
Traditional Media
(DVDs etc)
needs
needs
Production Talent
Invisible
needs
Internet
Broadcast
needs
Creative
Studios
Content
needs
CRM
needs
Compute
needs
Power
Value Chain
Visible
Customer
Aggregator
Leisure Time
Branded
Content
Internet
Broadcast
Value Chain
Artistic
Direction
Traditional Media
(DVDs etc)
Web Site
Creative
Studios
Streaming
Service
Recommendation
Engine
Production
Talent
Market
Analysis
Web
Server
CRM
Invisible
Production
Systems
Genesis
Custom
Built
Product
(+ rental)
Compute
Map
Power
Commodity
(+ utility)
Evolution
Visible
Customer
Aggregator
Leisure Time
Branded
Content
Acquired
Commissioned
Content Pipeline
Internet
Broadcast
Value Chain
Artistic
Direction
Traditional Media
(DVDs etc)
Web Site
Creative
Studios
Streaming
Service
Recommendation
Engine
Production
Talent
Market
Analysis
Web
Server
CRM
Invisible
Production
Systems
Genesis
Custom
Built
Product
(+ rental)
Compute
Power
Commodity
(+ utility)
Evolution
Visible
Customer
Aggregator
Leisure Time
Branded
Content
Acquired
Commissioned
Content Pipeline
Internet
Broadcast
Value Chain
Artistic
Direction
Traditional Media
(DVDs etc)
Web Site
Creative
Studios
Streaming
Service
Recommendation
Engine
Production
Talent
Market
Analysis
Web
Server
CRM
Invisible
Production
Systems
Genesis
Custom
Built
Product
(+ rental)
Compute
Power
Commodity
(+ utility)
Evolution
Visible
Customer
Aggregator
Leisure Time
Branded
Content
Acquired
Commissioned
Content Pipeline
Internet
Broadcast
Value Chain
Artistic
Direction
Web Site
Creative
Studios
Recommendation
Engine
Production
Talent
Traditional Media
(DVDs etc)
Streaming
Service
Bias
Market
Analysis
CRM
Invisible
Production
Systems
Genesis
Custom
Built
Product
(+ rental)
Web
Server
Compute
Power
Commodity
(+ utility)
Evolution
Visible
Customer
Uncharted
Aggregator
Industrialised
Leisure Time
Branded
Content
Acquired
Commissioned
Content Pipeline
Internet
Broadcast
Value Chain
Artistic
Direction
Web Site
Creative
Studios
Recommendation
Engine
Production
Talent
Streaming
Service
Traditional Media
(DVDs etc)
Method
Market
Analysis
CRM
outsource / utility suppliers /

other dept / six sigma
Web
Server
Invisible
off the shelf products / lean

in-house / agile / dynamic
Genesis
Custom
Built
Production
Systems
Product
(+ rental)
Compute
Power
Commodity
(+ utility)
Evolution
Purpose
Situational
Awareness
Doctrine
Focus
Elements
Scope
TV company
Transactions
We produce TV shows
Users
Public
User Need
Leisure time
Value Chain
Components
Context
Map
Tactics
Duplication, Bias and

Methods
Organisational
Learning
Leadership
Structure
Strategy
Learning
So what?
Gameplay
How to?
Why?
Visible
Uncharted
Industrialised
Customer
Online Image
Manipulation
Print
Value Chain
Online Photo
Storage
Web Site
Map
CRM
2005
POSITION
Platform
Invisible
Data Centre
Compute
Power
MOVEMENT
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Industrialised
Value Chain
Uncharted
Platform
Invisible
Compute
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Industrialised
Value Chain
Uncharted
Competition
Platform
Competition
Invisible
Compute
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Industrialised
The Far Future
Value Chain
Visible
Uncharted
The Near Future
Platform
Invisible
Compute
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Componentisation
Herbert Simon
Visible
Uncharted
Industrialised
Television
Value Chain
Radio
Int
erf
ace
Electric
Lighting
A/C Utility
(Westinghouse)
Invisible
Siemens
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Industrialised
Intelligent
Agents
Analytics
Value Chain
Visible
Uncharted
Computing
Invisible
Electricity
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Industrialised
Value Chain
Uncharted
Past Success
Invisible
Inertia
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
+Inertia
Disruption of Past Transition to the
Norms
New
Agency of the
New
Business Model
Change of business
relationship (loss of
social capital)
Investment in
knowledge capital
Suitability
Declining unit value
Loss of existing
financial or physical
capital
Cost of acquiring
new skillsets
Lack of second
sourcing options
Data for Past

Success
counteracts
Loss of political
capital
Investment in new
business
relationships
Lack of pricing
competition
Resistance from
rewards and culture
Threat to barriers
to entry
Changes to
governance,
management and
practices
Loss of strategic
control
External financial
markets reinforce
existing models
Visible
Uncharted
DSC
Industrialised
Value Chain
Online
Photo
Digital
Invisible
Analog
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Uncharted
DSC
Industrialised
Value Chain
Online
Photo
Fulfilment
Digital
Invisible
Analog
Genesis
Custom
Built
Product
(+ rental)
Inertia
Commodity
(+ utility)
Evolution
Visible
Industrialised
Invisible
Value Chain
Uncharted
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Industrialised
Value Chain
Uncharted
Platform
Invisible
Compute
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Uncharted
Industrialised
Value Chain
ATTACK
HERE?
ATTACK
HERE?
Platform
Invisible
Compute
Genesis
Custom
Built
Product
(+ rental)
ATTACK
HERE?
Commodity
(+ utility)
Evolution
Visible
Uncharted
Industrialised
Value Chain
ATTACK
HERE?
ATTACK
HERE?
Platform
Invisible
Compute
Genesis
Custom
Built
Product
(+ rental)
ATTACK
HERE?
Commodity
(+ utility)
Evolution
Visible
Industrialised
Value Chain
Uncharted
+competition
Platform
Invisible
Compute
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Industrialised
Value Chain
Uncharted
Open
Platform
Invisible
Compute
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Industrialised
Value Chain
Uncharted
Patents
Platform
Invisible
Compute
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Industrialised
Value Chain
Uncharted
FUD
Platform
Invisible
Compute
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Industrialised
Value Chain
Uncharted
Platform
+Constraints
Invisible
Compute
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Focus
Gameplay
LG
Effective & efficient
(methods, silos, bias,
rationalisation)
Structure & culture

(PST)
Optimising Flow
(financial, risk,
marketing, operation,
profile)
Channel conflicts &

disintermediation
Artificial competition
LE
CE
Basic Operations
Focus on user needs
Situational awareness
(communication,
alignment)
User Perception
Consumer education
Bundling
Creating artifical needs
Creating a confusion
of choice
FUD (fear,
uncertainty, doubt)
Accelerators
Market Enablement
Open approaches
(data, source etc)
Exploiting network
effects
Co-operation
Industrial policy
De-accelerators
Exploitation of existing
constraints
Patents & IPR
Creating constraints
(supply chain)
Limitation of
competition
Dealing with
toxicity
Disposal of liability
Sweat and dump
Pig in a poke
Market
Differentiation
Pricing policy
Exploiting buyer /
supplier power
Harvesting
Defensive
Threat acquisition
Raising barriers to
entry
Procrastination &
timing
Defensive regulation
Attacking
Directed investment
Experimentation
Creating a centre of
gravity
Undermining
barriers to entry
Fool's mate
(lower orders)
Ecosystem
Alliances
Co-creation
ILC
(sensing engines)
Tower & moat
2 factor
Co-opting &
intercession
Embrace &
extend
Competitor
Ambush
(tech drops)
Fragmentation play
Reinforcing competitor
inertia
Sapping
(multiple fronts)
Misdirection
Restriction of
movement (circling)
Talent raid
Positional
Land grab
First mover
(Industrialisation)
Fast follower
(Innovation)
Weak signal /
horizon
Poison
Licensing play
Insertion
Designed to fail
(community)
Standards game
Lobbying /
counter
Signal distortion
Example
media company
Focus
Gameplay
LG
rationalisation)
Structure & culture

(PST)
Optimising Flow
(financial, risk,
profile)
Channel conflicts &

disintermediation
LE
CE
Basic Operations
Focus on user needs
(communication,
alignment)
User Perception
Consumer education
Bundling
of choice
FUD (fear,
uncertainty, doubt)
Accelerators
Market Enablement
Open approaches
(data, source etc)
Exploiting network
effects
Co-operation
Industrial policy
De-accelerators
constraints
Patents & IPR
(supply chain)
Limitation of
competition
Dealing with
toxicity
Sweat and dump
Pig in a poke
Market
Differentiation
Pricing policy
Exploiting buyer /
supplier power
Harvesting
Defensive
Threat acquisition
Raising barriers to
entry
Procrastination &
timing
Attacking
Directed investment
Experimentation
gravity
Undermining
barriers to entry
Fool's mate
(lower orders)
Ecosystem
Alliances
Co-creation
ILC
(sensing engines)
Tower & moat
2 factor
Co-opting &
intercession
Embrace &
extend
Competitor
Ambush
(tech drops)
Fragmentation play
inertia
Sapping
(multiple fronts)
Misdirection
Restriction of
movement (circling)
Talent raid
Positional
Land grab
First mover
(Industrialisation)
Fast follower
(Innovation)
Weak signal /
horizon
Poison
Licensing play
Insertion
Designed to fail
(community)
Standards game
Lobbying /
counter
Signal distortion
Visible
Industrialised
Invisible
Value Chain
Uncharted
ESMCP
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Customer
Uncharted
Aggregator
Industrialised
Leisure Time
Branded
Content
Acquired
Commissioned
Content Pipeline
Internet
Broadcast
Value Chain
Artistic
Direction
Web Site
Creative
Studios
Recommendation
Engine
Production
Talent
Traditional Media
(DVDs etc)
Streaming
Service
Market
Analysis
CRM
Invisible
Production
Systems
Genesis
Custom
Built
Product
(+ rental)
Web
Server
Compute
Power
Commodity
(+ utility)
Evolution
Visible
Uncharted
Aggregator
Customer
Team 1
Leisure Time
Branded
Content
Team 2
Value Chain
Acquired
Commissioned
Team 3
Content Pipeline
Internet
Broadcast
Artistic
Direction
Team 4
Team 7
Web Site
Recommendation
Engine
Traditional Media
(DVDs etc)
Team 5
Team 6
Creative
Studios
Streaming
Service
Production
Talent
Market
Analysis
Team 9
Invisible
Production
Systems
Genesis
Industrialised
Custom
Built
CRM
Web
Server
Compute
Team 8
Product
(+ rental)
Team 10
Power
Commodity
(+ utility)
Evolution
Focus
Gameplay
LG
rationalisation)
Structure & culture

(PST)
Optimising Flow
(financial, risk,
profile)
Channel conflicts &

disintermediation
LE
CE
Basic Operations
Focus on user needs
(communication,
alignment)
User Perception
Consumer education
Bundling
of choice
FUD (fear,
uncertainty, doubt)
Accelerators
Market Enablement
Open approaches
(data, source etc)
Exploiting network
effects
Co-operation
Industrial policy
De-accelerators
constraints
Patents & IPR
(supply chain)
Limitation of
competition
Dealing with
toxicity
Sweat and dump
Pig in a poke
Market
Differentiation
Pricing policy
Exploiting buyer /
supplier power
Harvesting
Defensive
Threat acquisition
Raising barriers to
entry
Procrastination &
timing
Attacking
Directed investment
Experimentation
gravity
Undermining
barriers to entry
Fool's mate
(lower orders)
Ecosystem
Alliances
Co-creation
ILC
(sensing engines)
Tower & moat
2 factor
Co-opting &
intercession
Embrace &
extend
Competitor
Ambush
(tech drops)
Fragmentation play
inertia
Sapping
(multiple fronts)
Misdirection
Restriction of
movement (circling)
Talent raid
Positional
Land grab
First mover
(Industrialisation)
Fast follower
(Innovation)
Weak signal /
horizon
Poison
Licensing play
Insertion
Designed to fail
(community)
Standards game
Lobbying /
counter
Signal distortion
Visible
Customer
Uncharted
Aggregator
Industrialised
Leisure Time
Branded
Content
Acquired
Commissioned
Content Pipeline
Internet
Broadcast
Value Chain
Artistic
Direction
Web Site
Creative
Studios
Recommendation
Engine
Production
Talent
Traditional Media
(DVDs etc)
Streaming
Service
Market
Analysis
CRM
Invisible
Production
Systems
Genesis
Custom
Built
Product
(+ rental)
Web
Server
Compute
Power
Commodity
(+ utility)
Evolution
Visible
Customer
Uncharted
Aggregator
Industrialised
Leisure Time
Branded
Content
Acquired
Commissioned
Content Pipeline
Internet
Broadcast
Value Chain
Artistic
Direction
Web Site
Creative
Studios
Recommendation
Engine
Production
Talent
Traditional Media
(DVDs etc)
Streaming
Service
Market
Analysis
CRM
Invisible
Production
Systems
Genesis
Custom
Built
Product
(+ rental)
Web
Server
Compute
Power
Commodity
(+ utility)
Evolution
Visible
Customer
Uncharted
Aggregator
Industrialised
Leisure Time
Branded
Content
Acquired
Commissioned
Content Pipeline
Internet
Broadcast
Value Chain
Artistic
Direction
Web Site
Traditional Media
(DVDs etc)
+ Constraint
Creative
Studios
Recommendation
Engine
Production
Talent
Streaming
Service
Market
Analysis
CRM
Invisible
Production
Systems
Genesis
Custom
Built
Product
(+ rental)
Web
Server
Compute
Power
Commodity
(+ utility)
Evolution
Visible
Customer
Uncharted
Aggregator
Industrialised
Leisure Time
Branded
Content
Acquired
Commissioned
Content Pipeline
Internet
Broadcast
Value Chain
Artistic
Direction
Web Site
Traditional Media
(DVDs etc)
+ Constraint
Creative
Studios
Recommendation
Engine
Production
Talent
Streaming
Service
Market
Analysis
CRM
Invisible
Production
Systems
Genesis
Custom
Built
Product
(+ rental)
Web
Server
Compute
Power
Commodity
(+ utility)
Evolution
Visible
Customer
Uncharted
Aggregator
Industrialised
Leisure Time
Branded
Content
Acquired
Commissioned
Content Pipeline
Internet
Broadcast
Value Chain
Artistic
Direction
Web Site
Traditional Media
(DVDs etc)
+ Constraint
Creative
Studios
Recommendation
Engine
Production
Talent
Streaming
Service
Market
Analysis
CRM
Invisible
Production
Systems
Genesis
Custom
Built
Product
(+ rental)
Web
Server
Compute
Power
Commodity
(+ utility)
Evolution
Visible
Customer
Uncharted
Aggregator
Industrialised
Leisure Time
Branded
Content
Acquired
Commissioned
Content Pipeline
Internet
Broadcast
Value Chain
Artistic
Direction
Web Site
Traditional Media
(DVDs etc)
+ Constraint
Creative
Studios
+ Constraint
Recommendation
Engine
Production
Talent
Streaming
Service
Market
Analysis
CRM
Invisible
Production
Systems
Genesis
Custom
Built
Product
(+ rental)
Web
Server
Compute
Power
Commodity
(+ utility)
Evolution
Visible
Customer
Uncharted
Aggregator
Industrialised
Leisure Time
Branded
Content
Acquired
Commissioned
Content Pipeline
Internet
Broadcast
Value Chain
Artistic
Direction
Web Site
Traditional Media
(DVDs etc)
+ Constraint
Creative
Studios
+ Constraint
Recommendation
Engine
Production
Talent
+ Constraint
+ Constraint
Streaming
Service
Market
Analysis
CRM
Invisible
Production
Systems
Genesis
Custom
Built
Product
(+ rental)
Web
Server
Compute
Power
Commodity
(+ utility)
Evolution
Visible
Customer
Uncharted
Aggregator
Industrialised
Leisure Time
Branded
Content
Acquired
Commissioned
Content Pipeline
Internet
Broadcast
Value Chain
Artistic
Direction
Web Site
Traditional Media
(DVDs etc)
+ Constraint
Creative
Studios
+ Constraint
Recommendation
Engine
Production
Talent
+ Constraint
+ Constraint
Streaming
Service
Market
Analysis
CRM
Invisible
Production
Systems
Genesis
Custom
Built
Product
(+ rental)
Web
Server
Compute
Power
Commodity
(+ utility)
Evolution
Visible
Customer
Uncharted
Aggregator
Industrialised
Leisure Time
Branded
Content
Acquired
Commissioned
Content Pipeline
Internet
Broadcast
Value Chain
Artistic
Direction
Web Site
Traditional Media
(DVDs etc)
+ Constraint
Creative
Studios
+ Constraint
Recommendation
Engine
Production
Talent
+ Constraint
+ Constraint
Streaming
Service
Market
Analysis
CRM
Invisible
Production
Systems
Genesis
Custom
Built
Product
(+ rental)
Web
Server
Compute
Power
Commodity
(+ utility)
Evolution
Visible
Customer
Uncharted
Aggregator
Industrialised
Leisure Time
Branded
Content
Acquired
Commissioned
Content Pipeline
Internet
Broadcast
Value Chain
Artistic
Direction
Web Site
Traditional Media
(DVDs etc)
+ Constraint
Creative
Studios
+ Constraint
Recommendation
Engine
Streaming
Service
Production
Talent
Market
Analysis
+ Constraint
+ Constraint
CRM
Invisible
Production
Systems
Genesis
Custom
Built
Product
(+ rental)
Web
Server
Compute
Open
Power
Commodity
(+ utility)
Evolution
Visible
Customer
Uncharted
Aggregator
Industrialised
Leisure Time
Branded
Content
Acquired
Commissioned
Content Pipeline
Internet
Broadcast
Value Chain
Artistic
Direction
Web Site
Traditional Media
(DVDs etc)
+ Constraint
Creative
Studios
+ Constraint
Recommendation
Engine
Production
Talent
+ Constraint
+ Constraint
Invisible
Custom
Built
Do you think
Market
Creative
Analysis Studios
will oppose this?
CRM
Production
Systems
Genesis
Streaming
Service
Product
(+ rental)
Web
Server
Compute
Open
Power
Commodity
(+ utility)
Evolution
Visible
Customer
Uncharted
Aggregator
Industrialised
Leisure Time
Branded
Content
Acquired
Commissioned
Content Pipeline
Internet
Broadcast
Value Chain
Artistic
Direction
WHERE?
Web Site
Traditional Media
(DVDs etc)
+ Constraint
Creative
Studios
+ Constraint
Recommendation
Engine
Streaming
Service
Production
Talent
Market
Analysis
+ Constraint
+ Constraint
CRM
Web
Server
WHERE?
Invisible
Production
Systems
Genesis
Custom
Built
Product
(+ rental)
Compute
Open
Power
Commodity
(+ utility)
Evolution
Visible
Customer
Uncharted
Aggregator
Industrialised
Leisure Time
Branded
Content
Acquired
Commissioned
Content Pipeline
Internet
Broadcast
Value Chain
Artistic
Direction
WHERE?
Web Site
Traditional Media
(DVDs etc)
+ Constraint
Creative
Studios
+ Constraint
Recommendation
Engine
Production
Talent
Streaming
Service
Why?
(strategy)
Market
Analysis
+ Constraint
+ Constraint
CRM
Web
Server
WHERE?
Invisible
Production
Systems
Genesis
Custom
Built
Product
(+ rental)
Compute
Open
Power
Commodity
(+ utility)
Evolution
In Business ...
Where? Why?
(strategy)
What?
How?
When?
Action
Purpose
Situational
Awareness
Doctrine
Leadership
Focus
Elements
Scope
TV company
Transactions
We produce TV shows
Users
Public
User Need
Leisure time
Value Chain
Components
Context
Map
Tactics
Duplication, Bias and

Methods
Organisational
Learning
Economic Patterns
Structure
Cell
Strategy
Attack the underlying

supply chain
/ Fools mate
Purpose
Situational
Awareness
Focus
Elements
Scope
TV company
Transactions
We produce TV shows
Users
Public
User Need
Leisure time
Value Chain
Components
Context
Map
Iterative
The Game
Observe
Leadership
Doctrine
Act
Tactics
Duplication, Bias and Methods
Organisational
Learning
Economic Patterns
Structure
Cell
Strategy
Attack the underlying supply

chain
/ Fools mate
Orientate
The Play (Decide)
Impact
Visible
Uncharted
Industrialised
New
Applications
(Developers)
Platform
Value Chain
Co-evolved
management
tools and
practice
(Devops)
Guest OS
Compute
Utility
Compute
Server OS
Invisible
2008
Genesis
Custom
Built
Physical Server
Product
(+ rental)
Commodity
(+ utility)
Evolution
Windows
RHEL
Other
70%
Windows
RHEL
2008
Cloud 2010
Ubuntu
Learning
So what?
Gameplay
How to?
Why?
Versus
"Stories"
LOW
levels of
situational
awareness
"secrets of the
sequence"
"meme copying"
"Tyranny of action"
"alignment"
"Visual reasoning / Context Specific"
HIGH
levels of
situational
awareness
"Position and movement"
"Wide co-ordination / collaboration /

understanding"
High
160 Hi-Tech companies in Silicon Valley, 2012

Size of the bubble = No. of Companies
+ve Market Cap (7 yrs)
Players
Chancers
Low
-ve Market Cap (7 yrs)
Low
High
Purpose
Situational
Awareness
Doctrine
Leadership
Focus
Company believes they

understand
Scope
Common
Transactions
Uncommon
Users
Quite Rare
User Need
Rare
Value Chain
Rare
Context
Very Rare
Tactics
Very Rare
Organisational
Learning
Very Rare
Structure
Uncommon
Strategy
Common
The
missing
middle
Most jump
from user
case to
structure
xy
z
1,2,
x
3,4,x yz
5yz
,5
,3,4
1,2
xyz
xyz
xyzxyz
xyz
1,2,3,4,5 xyz
Organisation
Map
Customer
Aggregator
Leisure Time
Branded
Need
Visible
Customer
Leisure Time
Aggregator
Branded
needs
needs
Value Chain
Artistic Direction
needs
needs
needs
needs
needs
needs
Web Site
Streaming
Service
needs
Market
Analysis
Web
Server
needs
Production
Systems
needs
needs
needs
Recommendation
Engine
needs
needs
Traditional Media
(DVDs etc)
needs
needs
Production Talent
Invisible
needs
Internet
Broadcast
needs
Creative
Studios
Content
needs
CRM
needs
Compute
needs
Power
Value Chain
Visible
Customer
Uncharted
Aggregator
Industrialised
Leisure Time
Branded
Content
Acquired
Commissioned
Content Pipeline
Internet
Broadcast
Value Chain
Artistic
Direction
Web Site
Creative
Studios
Recommendation
Engine
Production
Talent
Traditional Media
(DVDs etc)
Map
Streaming
Service
Market
Analysis
CRM
Invisible
Production
Systems
Genesis
Custom
Built
Product
(+ rental)
Web
Server
Compute
Power
Commodity
(+ utility)
Evolution
Visible
Customer
Uncharted
Aggregator
Industrialised
Leisure Time
Branded
Content
Acquired
Commissioned
Content Pipeline
Internet
Broadcast
Value Chain
Artistic
Direction
Web Site
Creative
Studios
Recommendation
Engine
Production
Talent
Streaming
Service
Traditional Media
(DVDs etc)
Doctrine
Market
Analysis
CRM
outsource / utility suppliers /

other dept / six sigma
Web
Server
Invisible
off the shelf products / lean

in-house / agile / dynamic
Genesis
Custom
Built
Production
Systems
Product
(+ rental)
Compute
Power
Commodity
(+ utility)
Evolution
Visible
Customer
Uncharted
Aggregator
Industrialised
Leisure Time
Branded
Content
Acquired
Commissioned
Content Pipeline
Internet
Broadcast
Value Chain
Artistic
Direction
WHERE?
Web Site
Traditional Media
(DVDs etc)
+ Constraint
Creative
Studios
+ Constraint
Recommendation
Engine
Production
Talent
Streaming
Service
Why?
(strategy)
Market
Analysis
+ Constraint
+ Constraint
CRM
Web
Server
WHERE?
Invisible
Production
Systems
Genesis
Custom
Built
Product
(+ rental)
Compute
Open
Power
Commodity
(+ utility)
Evolution
The only people who

can map a business
are people within the
business.
No consultants
Bonus material
Focus
Gameplay
LG
rationalisation)
Structure & culture

(PST)
Optimising Flow
(financial, risk,
profile)
Channel conflicts &

disintermediation
LE
CE
Basic Operations
Focus on user needs
(communication,
alignment)
User Perception
Consumer education
Bundling
of choice
FUD (fear,
uncertainty, doubt)
Accelerators
Market Enablement
Open approaches
(data, source etc)
Exploiting network
effects
Co-operation
Industrial policy
De-accelerators
constraints
Patents & IPR
(supply chain)
Limitation of
competition
Dealing with
toxicity
Sweat and dump
Pig in a poke
Market
Differentiation
Pricing policy
Exploiting buyer /
supplier power
Harvesting
Defensive
Threat acquisition
Raising barriers to
entry
Procrastination &
timing
Attacking
Directed investment
Experimentation
gravity
Undermining
barriers to entry
Fool's mate
(lower orders)
Ecosystem
Alliances
Co-creation
ILC
(sensing engines)
Tower & moat
2 factor
Co-opting &
intercession
Embrace &
extend
Competitor
Ambush
(tech drops)
Fragmentation play
inertia
Sapping
(multiple fronts)
Misdirection
Restriction of
movement (circling)
Talent raid
Positional
Land grab
First mover
(Industrialisation)
Fast follower
(Innovation)
Weak signal /
horizon
Poison
Licensing play
Insertion
Designed to fail
(community)
Standards game
Lobbying /
counter
Signal distortion
Focus
Gameplay
LG
rationalisation)
Structure & culture

(PST)
Optimising Flow
(financial, risk,
profile)
Channel conflicts &

disintermediation
LE
CE
Basic Operations
Focus on user needs
(communication,
alignment)
User Perception
Consumer education
Bundling
of choice
FUD (fear,
uncertainty, doubt)
Accelerators
Market Enablement
Open approaches
(data, source etc)
Exploiting network
effects
Co-operation
Industrial policy
De-accelerators
constraints
Patents & IPR
(supply chain)
Limitation of
competition
Dealing with
toxicity
Sweat and dump
Pig in a poke
Market
Differentiation
Pricing policy
Exploiting buyer /
supplier power
Harvesting
Defensive
Threat acquisition
Raising barriers to
entry
Procrastination &
timing
Attacking
Directed investment
Experimentation
gravity
Undermining
barriers to entry
Fool's mate
(lower orders)
Ecosystem
Alliances
Co-creation
ILC
(sensing engines)
Tower & moat
2 factor
Co-opting &
intercession
Embrace &
extend
Competitor
Ambush
(tech drops)
Fragmentation play
inertia
Sapping
(multiple fronts)
Misdirection
Restriction of
movement (circling)
Talent raid
Positional
Land grab
First mover
(Industrialisation)
Fast follower
(Innovation)
Weak signal /
horizon
Poison
Licensing play
Insertion
Designed to fail
(community)
Standards game
Lobbying /
counter
Signal distortion
Choose one ...

+ Innovation
+ Customer
+ Efficiency
Visible
Industrialised
Value Chain
Uncharted
Amazon
EC2
Invisible
First Mover
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Industrialised
Value Chain
Uncharted
Invisible
Big Data
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Industrialised
Value Chain
Uncharted
Invisible
Leverage
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Industrialised
Value Chain
Uncharted
Amazon Big
Data (EMR)
Invisible
Commoditize
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Uncharted
Industrialised
Invisible
Value Chain
Innovate
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Uncharted
Industrialised
Leverage
Innovate
Invisible
Value Chain
Commoditize
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Uncharted
Industrialised
Leverage
Innovate
Value Chain
Commoditize
Invisible
First Mover
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Uncharted
Industrialised
Leverage
Innovate
Value Chain
Commoditise
Fast Follower
Invisible
First Mover
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Uncharted
Industrialised
Leverage
Innovate
Commoditise
Value Chain
Fast Follower
Invisible
First Mover
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
+ Stable revenue
+ Maximize Opportunity
+ Innovation
+ Customer focus
+ Efficiency
Size
Rate of Release of New AW Services

160
120
80
40
2007
2008
2009
2010
2011
2012
Visible
Uncharted
Industrialised
Customer
Value Chain
Exploitable as
as Platform
Invisible
Experimentation
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Uncharted
Industrialised
Customer
Invisible
Value Chain
Ecosystem
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Focus
Gameplay
LG
rationalisation)
Structure & culture

(PST)
Optimising Flow
(financial, risk,
profile)
Channel conflicts &

disintermediation
LE
CE
Basic Operations
Focus on user needs
(communication,
alignment)
User Perception
Consumer education
Bundling
of choice
FUD (fear,
uncertainty, doubt)
Accelerators
Market Enablement
Open approaches
(data, source etc)
Exploiting network
effects
Co-operation
Industrial policy
De-accelerators
constraints
Patents & IPR
(supply chain)
Limitation of
competition
Dealing with
toxicity
Sweat and dump
Pig in a poke
Market
Differentiation
Pricing policy
Exploiting buyer /
supplier power
Harvesting
Defensive
Threat acquisition
Raising barriers to
entry
Procrastination &
timing
Attacking
Directed investment
Experimentation
gravity
Undermining
barriers to entry
Fool's mate
(lower orders)
Ecosystem
Alliances
Co-creation
ILC
(sensing engines)
Tower & moat
2 factor
Co-opting &
intercession
Embrace &
extend
Competitor
Ambush
(tech drops)
Fragmentation play
inertia
Sapping
(multiple fronts)
Misdirection
Restriction of
movement (circling)
Talent raid
Positional
Land grab
First mover
(Industrialisation)
Fast follower
(Innovation)
Weak signal /
horizon
Poison
Licensing play
Insertion
Designed to fail
(community)
Standards game
Lobbying /
counter
Signal distortion
Visible
Customer
Uncharted
Aggregator
Industrialised
Leisure Time
Branded
Content
Acquired
Commissioned
Content Pipeline
Internet
Broadcast
Value Chain
Artistic
Direction
Web Site
Creative
Studios
Recommendation
Engine
Production
Talent
Traditional Media
(DVDs etc)
Streaming
Service
Market
Analysis
CRM
Invisible
Production
Systems
Genesis
Custom
Built
Product
(+ rental)
Web
Server
Compute
Power
Commodity
(+ utility)
Evolution
Visible
Customer
Uncharted
Aggregator
Industrialised
Leisure Time
Branded
Content
Acquired
Commissioned
Content Pipeline
Internet
Broadcast
Value Chain
Artistic
Direction
Web Site
Creative
Studios
Recommendation
Engine
Production
Talent
Traditional Media
(DVDs etc)
Streaming
Service
Market
Analysis
CRM
Invisible
Financial Flow
Genesis
Custom
Built
Production
Systems
Product
(+ rental)
Web
Server
Compute
Power
Commodity
(+ utility)
Evolution
Visible
Customer
Uncharted
Aggregator
Industrialised
Leisure Time
Branded
Content
Acquired
Commissioned
Content Pipeline
Internet
Broadcast
Value Chain
Artistic
Direction
Web Site
Creative
Studios
Recommendation
Engine
Production
Talent
Traditional Media
(DVDs etc)
Streaming
Service
Market
Analysis
CRM
Invisible
Production
Systems
Genesis
Custom
Built
Product
(+ rental)
Web
Server
Compute
Power
Commodity
(+ utility)
Evolution
Leisure
Time
Branded
Acquired
Customer
rev $ per show viewed
Traditional Media
Commissioned
(DVDs etc)
Artistic
Direction
Cost $ of show to produce
Cost $ per show

seen
Aggregator
Internet
Broadcast
Cost $ per user vist

Fixed $ Cost
Web Site
Cost $ GB streamed
Fixed $ Cost
Streaming
Service
Visible
Customer
Uncharted
Aggregator
Industrialised
Leisure Time
Branded
Content
Acquired
Commissioned
Content Pipeline
Internet
Broadcast
Value Chain
Artistic
Direction
Web Site
Creative
Studios
Recommendation
Engine
Production
Talent
Traditional Media
(DVDs etc)
Streaming
Service
Market
Analysis
Invisible
CRM
Fault Tree
Genesis
Custom
Built
Production
Systems
Product
(+ rental)
Web
Server
Compute
Power
Commodity
(+ utility)
Evolution
Visible
Customer
Uncharted
Aggregator
Industrialised
Leisure Time
Branded
Content
Acquired
Commissioned
Content Pipeline
Internet
Broadcast
Value Chain
Artistic
Direction
POSITION
Web Site
Creative
Studios
Recommendation
Engine
Production
Talent
Traditional Media
(DVDs etc)
Streaming
Service
FLOW
Market
Analysis
Invisible
CRM
MOVEMENT
Genesis
Custom
Built
Production
Systems
Product
(+ rental)
Web
Server
Compute
Power
Commodity
(+ utility)
Evolution
Focus
Gameplay
LG
rationalisation)
Structure & culture

(PST)
Optimising Flow
(financial, risk,
profile)
Channel conflicts &

disintermediation
LE
CE
Basic Operations
Focus on user needs
(communication,
alignment)
User Perception
Consumer education
Bundling
of choice
FUD (fear,
uncertainty, doubt)
Accelerators
Market Enablement
Open approaches
(data, source etc)
Exploiting network
effects
Co-operation
Industrial policy
De-accelerators
constraints
Patents & IPR
(supply chain)
Limitation of
competition
Dealing with
toxicity
Sweat and dump
Pig in a poke
Market
Differentiation
Pricing policy
Exploiting buyer /
supplier power
Harvesting
Defensive
Threat acquisition
Raising barriers to
entry
Procrastination &
timing
Attacking
Directed investment
Experimentation
gravity
Undermining
barriers to entry
Fool's mate
(lower orders)
Ecosystem
Alliances
Co-creation
ILC
(sensing engines)
Tower & moat
2 factor
Co-opting &
intercession
Embrace &
extend
Competitor
Ambush
(tech drops)
Fragmentation play
inertia
Sapping
(multiple fronts)
Misdirection
Restriction of
movement (circling)
Talent raid
Positional
Land grab
First mover
(Industrialisation)
Fast follower
(Innovation)
Weak signal /
horizon
Poison
Licensing play
Insertion
Designed to fail
(community)
Standards game
Lobbying /
counter
Signal distortion
Visible
Customer
Uncharted
Aggregator
Industrialised
Leisure Time
Branded
Content
Acquired
Commissioned
Content Pipeline
Internet
Broadcast
Value Chain
Artistic
Direction
Web Site
Creative
Studios
Recommendation
Engine
Production
Talent
Traditional Media
(DVDs etc)
Streaming
Service
Market
Analysis
CRM
Invisible
Production
Systems
Genesis
Custom
Built
Product
(+ rental)
Web
Server
Compute
Power
Commodity
(+ utility)
Evolution
Visible
Uncharted
Aggregator
Customer
Team 1
Leisure Time
Branded
Content
Team 2
Value Chain
Acquired
Commissioned
Team 3
Content Pipeline
Internet
Broadcast
Artistic
Direction
Team 4
Team 7
Web Site
Recommendation
Engine
Traditional Media
(DVDs etc)
Team 5
Team 6
Creative
Studios
Streaming
Service
Production
Talent
Market
Analysis
Team 9
Invisible
Production
Systems
Genesis
Industrialised
Custom
Built
CRM
Web
Server
Compute
Team 8
Product
(+ rental)
Team 10
Power
Commodity
(+ utility)
Evolution
Visible
Value Chain
Uncharted
Industrialised
Creative
Studios
Team 7
Production
Talent
Team 10
Web
Server
Invisible
Compute
Power
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Value Chain
Uncharted
Engineering
Industrialised
Creative
Studios
Team 7
Production
Talent
Team 10
Web
Server
Engineering
Invisible
Compute
Power
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Uncharted
Industrialised
AGILE / IN-HOUSE
Strong
Weak
Strong
Value Chain
Weak
Engineering
Creative
Studios
Team 7
Production
Talent
Team 10
Web
Server
Engineering
Invisible
Compute
Power
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Uncharted
Industrialised
AGILE / IN-HOUSE
Strong
Weak
Strong
Value Chain
Weak
Engineering
Creative
Studios
Team 7
Invisible
Production
Talent
MOVEMENT
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Uncharted
Aggregator
Customer
Team 1
Leisure Time
Branded
Content
Team 2
Value Chain
Acquired
Commissioned
Team 3
Content Pipeline
Internet
Broadcast
Artistic
Direction
Team 4
Team 7
Web Site
Recommendation
Engine
Traditional Media
(DVDs etc)
Team 5
Team 6
Creative
Studios
Streaming
Service
Production
Talent
Market
Analysis
Team 9
Invisible
Production
Systems
Genesis
Industrialised
Custom
Built
CRM
Web
Server
Compute
Team 8
Product
(+ rental)
Team 10
Power
Commodity
(+ utility)
Evolution
Visible
Customer
Uncharted
Team 1
Aggregator
Leisure Time
Branded
Content
Team 2
Acquired
Commissioned
Value Chain
Team 3
Content Pipeline
Internet
Broadcast
Artistic
Direction
Team 4
Team 7
Web Site
Recommendation
Engine
Traditional Media
(DVDs etc)
Team 5
Team 6
Creative
Studios
Production
Talent
Industrialised
Streaming
Service
Market
Analysis
Team 9
CRM
Team 10
Web
Server
Pioneers
Invisible
Production
Systems
Genesis
Custom
Built
Compute
Team 8
Product
(+ rental)
Power
Commodity
(+ utility)
Evolution
Visible
Customer
Uncharted
Team 1
Aggregator
Leisure Time
Branded
Content
Team 2
Acquired
Commissioned
Value Chain
Team 3
Content Pipeline
Internet
Broadcast
Artistic
Direction
Team 4
Team 7
Web Site
Recommendation
Engine
Traditional Media
(DVDs etc)
Team 5
Team 6
Creative
Studios
Production
Talent
Industrialised
Streaming
Service
Market
Analysis
Team 9
CRM
Team 10
Web
Server
Pioneers
Settlers
Invisible
Production
Systems
Genesis
Custom
Built
Compute
Team 8
Product
(+ rental)
Power
Commodity
(+ utility)
Evolution
Visible
Customer
Uncharted
Team 1
Aggregator
Leisure Time
Branded
Content
Team 2
Acquired
Commissioned
Value Chain
Team 3
Content Pipeline
Internet
Broadcast
Artistic
Direction
Team 4
Team 7
Web Site
Recommendation
Engine
Traditional Media
(DVDs etc)
Team 5
Team 6
Creative
Studios
Production
Talent
Industrialised
Streaming
Service
Market
Analysis
Team 9
CRM
Team 10
Web
Server
Pioneers
Invisible
Settlers
Production
Systems
Town Planners
Genesis
Custom
Built
Compute
Team 8
Product
(+ rental)
Power
Commodity
(+ utility)
Evolution
Pioneers
Settlers
Steals
Steals
Town Planners
Uses Components From
Deals with ...
Rare
Deals with ...
Growing
Deals with ...
Common
Poorly Understood
Increasing Education
Well Defined
Differential & Novel
Feature Differentiation
Essential Cost of Doing Business
High Future value
High Profitability
High Volume
Constantly changing
Maturing Products
Standardised & Stable
Undefined Market
Growing Market
Mature Market
Happy with ...
Happy with ...
Happy with ...
Failure
Constant Improvement
Opertional Efficiency
Gambling & Gut Feel
Market Analysis
Metric Driven
Experimentation
Feedback
Analytics
Uncertainty
Trend Spotting
Scientifc Modelling
Exploration
Listening
Building what is needed
Methods ...
Agile
Uses common components
Speed above all else
Methods ...
Lean
Mines / Nurtures Ecosystems
Makes success happen
Methods ...
Six Sigma
Builds Ecosystems
Empires of Scale
Type ...
Creative Mind, Path Finder
Genesis
Custom
Built
Machiavellian,Tactical Mind
Product
(+ rental)
Industrialist,War Maker
Commodity
(+ utility)
Evolution
Pioneers
Settlers
Steals
Steals
Town Planners
Deals with ...
Deals with ...
Rare
Growing
Deals with ...
Common
Poorly Understood
Well Defined
High Future value
High Profitability
High Volume
Constantly changing
Maturing Products
Undefined Market
Growing Market
Mature Market
Happy with ...
Happy with ...
Happy with ...
Failure
Gambling & Gut Feel
Market Analysis
Metric Driven
Experimentation
Feedback
Analytics
Uncertainty
Trend Spotting
Scientifc Modelling
Exploration
Listening
Methods ...
Agile
Type ...
Methods ...
Type
Genesis
Custom
Built
Lean
Product
(+ rental)
Methods ...
Six Sigma
Builds Ecosystems
Empires of Scale
Commodity
(+ utility)
Evolution
Pioneers
Settlers
Steals
Steals
Town Planners
Deals with ...
Rare
Deals with ...
Growing
Deals with ...
Common
Poorly Understood
Well Defined
High Future value
High Profitability
High Volume
Constantly changing
Maturing Products
Undefined Market
Growing Market
Mature Market
Happy with ...
Happy with ...
Culture
Happy with ...
Failure
Gambling & Gut Feel
Market Analysis
Metric Driven
Experimentation
Feedback
Analytics
Uncertainty
Trend Spotting
Scientifc Modelling
Exploration
Listening
Methods ...
Agile
Methods ...
Lean
Methods ...
Six Sigma
Builds Ecosystems
Empires of Scale
Type ...
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
1993
No Hierarchy!
Visible
Customer
Uncharted
Team 1
Aggregator
Leisure Time
Branded
Content
Team 2
Acquired
Commissioned
Value Chain
Team 3
Content Pipeline
Internet
Broadcast
Artistic
Direction
Team 4
Team 7
Web Site
Recommendation
Engine
Traditional Media
(DVDs etc)
Team 5
Team 6
Creative
Studios
Production
Talent
Industrialised
Streaming
Service
Market
Analysis
Team 9
CRM
Team 10
Web
Server
Pioneers
Invisible
Settlers
Production
Systems
Town Planners
Genesis
Custom
Built
Compute
Team 8
Product
(+ rental)
Power
Commodity
(+ utility)
Evolution
Visible
LoB
Uncharted
Customer
Team 1
Aggregator
Leisure Time
Branded
Content
Team 2
Acquired
Commissioned
Value Chain
Team 3
Content Pipeline
Internet
Broadcast
Artistic
Direction
Team 4
Team 7
Web Site
Recommendation
Engine
Traditional Media
(DVDs etc)
Team 5
Team 6
Creative
Studios
Production
Talent
Industrialised
Streaming
Service
Market
Analysis
Team 9
CRM
Team 10
Web
Server
Pioneers
Invisible
Settlers
Production
Systems
Town Planners
Genesis
Custom
Built
Compute
Team 8
Product
(+ rental)
Power
Commodity
(+ utility)
Evolution
Visible
LoB
Uncharted
Customer
Team 1
Aggregator
Leisure Time
Branded
Content
Team 2
Acquired
Commissioned
Value Chain
Artistic
Direction
Sub
Internet
Broadcast
Team 4
Team 7
Web Site
Sub
Team 6
Recommendation
Engine
Team 5
Team 10
Market
Analysis
Pioneers
Web
Server
CRM
Sub
Settlers
Invisible
Traditional Media
(DVDs etc)
Streaming
Service
Team 9
Production
Systems
Town Planners
Genesis
Team 3
Content Pipeline
Creative
Studios
Production
Talent
Industrialised
Custom
Built
Compute
Team 8
Product
(+ rental)
Power
Commodity
(+ utility)
Evolution
Chief Exec
LoB
LoB
LoB
Sub
Sub
Sub
Pioneers
Pioneers
Pioneers
CPO
Pioneers
CSO
Settlers
CTP
Settlers
Chief Exec
LoB
Management
Ensure work is being done,
to measure
LoB
LoB
Sub
Sub
Executive Branch
Determine direction,
culture / training and
provision of cells
Sub
Pioneers
Pioneers
Pioneers
CPO
Pioneers
CSO
Settlers
CTP
Settlers
Autonomous Teams
Do the work
Focus
Gameplay
LG
rationalisation)
Structure & culture

(PST)
Optimising Flow
(financial, risk,
profile)
Channel conflicts &

disintermediation
LE
CE
Basic Operations
Focus on user needs
(communication,
alignment)
User Perception
Consumer education
Bundling
of choice
FUD (fear,
uncertainty, doubt)
Accelerators
Market Enablement
Open approaches
(data, source etc)
Exploiting network
effects
Co-operation
Industrial policy
De-accelerators
constraints
Patents & IPR
(supply chain)
Limitation of
competition
Dealing with
toxicity
Sweat and dump
Pig in a poke
Market
Differentiation
Pricing policy
Exploiting buyer /
supplier power
Harvesting
Defensive
Threat acquisition
Raising barriers to
entry
Procrastination &
timing
Attacking
Directed investment
Experimentation
gravity
Undermining
barriers to entry
Fool's mate
(lower orders)
Ecosystem
Alliances
Co-creation
ILC
(sensing engines)
Tower & moat
2 factor
Co-opting &
intercession
Embrace &
extend
Competitor
Ambush
(tech drops)
Fragmentation play
inertia
Sapping
(multiple fronts)
Misdirection
Restriction of
movement (circling)
Talent raid
Positional
Land grab
First mover
(Industrialisation)
Fast follower
(Innovation)
Weak signal /
horizon
Poison
Licensing play
Insertion
Designed to fail
(community)
Standards game
Lobbying /
counter
Signal distortion
Visible
Industrialized
Value Chain
Uncharted
Invisible
Peace
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Visible
Industrialized
Value Chain
Uncharted
Punctuated
Equilibrium
War
Invisible
Peace
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Industrialized
Wonder
Int
erf
ace
Value Chain
Visible
Uncharted
War
Invisible
Peace
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Industrialized
Wonder
Int
erf
ace
Value Chain
Visible
Uncharted
Peace
Invisible
Disruption
Genesis
Custom
Built
Product
(+ rental)
War
Disruption
Commodity
(+ utility)
Evolution
Type
Publication
Type
Meaure
Refer to the
wonder of
the thing,
described in
terms of
impact
II (key)
Refer to building,
construction and
awareness
Volume
III (key)
IV
Dominated by
Refer to operation, use i.e. what is
maintenance and built with this or
feature differences on top of this
between different including guides
for maximising
examples
use.
Volume
Disruption
Disruption
Certainty
Points of Change
IaaS
PaaS
SaaS
Big Data
IoT
Sensor as a Service
Agents
Immersive
Robotics
3D printing
Printed Electronics
Hybrid Printing
Genetic Engineering
Bio Manufacturing
Epigenetics
GMO
Currency
Materials
Social Change
Today
2015-2020
Now
Near
2020-2025
2025-2030
2030-2035 2035-2040 2040-2045 2045-2050
Far
War
War
War
War
War
War
War
War
War
War
War
War
War
War
War
War
War
War
War
War
Change
Today
2015-2020
Now
Near
2020-2025
2025-2030
Far
Agents
War
Robotics
Robotics
War
Agents
Impacts of
points of
change
on Industry
Finance
Automotive
Opportunity
Transport
Disruptive
Healthcare
Sustaining
FMCG
2030-2035 2030-2036 2040-2045 2045-2050
Two points of war

with different
impacts on different
industries
Minimal Direct Impact
Practice
Purpose
Focus
Elements
Scope
Tea Shop
Transactions
Provide, Make and Sell
Users
Public
Situational
Awareness
User Need
Value Chain
Context
Doctrine
Tactics
Organisational
Learning
Leadership
Structure
Strategy
User Need
User Need
Components
Visible
Value Chain
Needs
Needs
Needs
Needs
G
Needs
Needs
Invisible
Needs
Visible
Uncharted
Industrialised
Value Chain
D
G
Invisible
E
Genesis
Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
Scenario
Planning
Visible
Uncharted
Industrialised
Hosting Companies
DC
Efficiency
Analysis
Brazil
US
A
Value Chain
Sell
B
China
D
Power Sensors
Invisible
Practice
Data
Market
Genesis
Environmental
Data
Custom
Built
UK Company / EU Market
Product
(+ rental)
Commodity
(+ utility)
Evolution
THANK YOU
@swardley

Simon Wardley Maps - Value Chain Mapping PDF

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Simon Wardley Maps - Value Chain Mapping PDF

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Strategy, Mapping and

July, 2015 | Simon Wardley

Pawn (w), Pawn (b), Pawn (w),

Pawn (w), Pawn (b), Pawn (w),

Pawn (w), Pawn (b), Pawn (w),

Everyone else is!

Business Level Abstractions

160 Hi-Tech companies in Silicon Valley, 2012

+ve Market Cap (7 yrs)

-ve Market Cap (7 yrs)

Time for A[2]

Time for A[5]

100% adoption A[4]

100% adoption A[3]

100% adoption A[1]

Time for A[2]

Time for A[5]

100% adoption A[3]

100% adoption A[1]

Time for A[2]

Time for A[5]

100% adoption A[4]

100% adoption A[3]

100% adoption A[1]

SIX SIGMA / OUTSOURCE

Time and Material / VC based

Unit / Utility based

use off the shelf

build in-house with agile

Some parts will be

Web Site (13)

Market Analysis (7)

Devices (Fixed &

IT Weapons of Mass Duplication - Leader Board

General Rule of Thumb

outsource / utility suppliers /

off the shelf products / lean

Duplication, Bias and

The Far Future

The Near Future

Declining unit value

Data for Past

Structure & culture

Channel conflicts &

Focus on user needs

Creating artifical needs

Patents & IPR

Sweat and dump

Tower & moat

Structure & culture

Channel conflicts &

Focus on user needs

Creating artifical needs

Patents & IPR

Sweat and dump

Tower & moat

Structure & culture

Channel conflicts &

Focus on user needs

Creating artifical needs

Patents & IPR

Sweat and dump