In this article, we delve into Chapter 3 of The Value Flywheel Effect, focusing on the fundamentals of Wardley Mapping. This chapter, “How to Wardley Map,” breaks down the anatomy of a map, a crucial concept for understanding strategic navigation in business.
What is a Wardley Map?
Wardley Mapping can initially seem complex, but it boils down to visualising components of your business or project on a map to understand their evolution and dependencies. The map is structured along two axes: the Y-axis (visibility) and the X-axis (evolution).
The Y-Axis: Visibility
The Y-axis represents visibility, with the customer or user at the top. The higher up an element is on the Y-axis, the more visible it is to the customer. Conversely, elements lower on the Y-axis are less visible. This concept helps clarify which parts of your value chain are directly seen and valued by the customer versus those that operate behind the scenes.
The X-Axis: Evolution
The X-axis tracks the evolution of components through four stages: Genesis, Custom-built, Product/Rental, and Commodity/Utility. This evolutionary path illustrates how innovations begin as novel, bespoke solutions and gradually become standardised commodities. For example, early computers were once cutting-edge (Genesis), but now they are ubiquitous and standardised (Commodity).
The Evolutionary Stages
- Genesis: This stage is characterised by innovation and experimentation. New ideas and technologies emerge here, often poorly understood and highly customised.
- Custom-built: As ideas gain traction, they move into the custom-built phase, where they are tailored to specific needs but still lack standardisation.
- Product/Rental: With growing adoption, these custom solutions evolve into products that are easier to use and more standardised, though competition starts to emerge.
- Commodity/Utility: Finally, products become commodities or utilities, widely available, highly standardised, and often taken for granted.
Context Matters
The stages of evolution are contextual. What is a commodity to one team might be a novel innovation to another. For example, advanced AI technologies might be standard tools at a tech giant but feel like magic to a company just starting its digital transformation.
Building a Wardley Map
- Anchor: Start with the user or customer as the anchor. Define their needs clearly.
- Components: Identify the components required to meet those needs. These could be capabilities, technologies, or processes.
- Positioning: Place these components on the map according to their visibility (Y-axis) and evolutionary stage (X-axis).
Identifying Movement and Inertia
Mapping isn’t static. As you plot your components, you’ll identify desired movements—shifts from custom-built to product, for example—and the inertia preventing these movements. This inertia could stem from organisational culture, market conditions, or specific individuals resisting change.
Team Roles: Explorers, Villagers, and Town Planners
Overlaying team roles on your map can optimise for movement.
- Explorers (formerly Pioneers): Thrive in the Genesis phase, comfortable with uncertainty and rapid iteration.
- Villagers (formerly Settlers): Operate in the Custom-built and Product phases, refining and improving solutions.
- Town Planners: Excel in the Commodity phase, focusing on stability, standardisation, and efficiency.
Additional Concepts
- Pipelines: These represent different versions of a component evolving over time.
- Sub-maps: When a map becomes too complex, break it down into sub-maps to focus on specific areas without losing overall context.
Wardley Mapping is a powerful tool for strategic planning, enabling teams to visualise and navigate the evolution of their components. By understanding the anatomy of a map, teams can better identify opportunities, anticipate challenges, and drive effective transformations.
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