forked from unicalabs/evolutionary-characteristics
-
Notifications
You must be signed in to change notification settings - Fork 11
/
book.html
559 lines (525 loc) · 53.4 KB
/
book.html
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100
101
102
103
104
105
106
107
108
109
110
111
112
113
114
115
116
117
118
119
120
121
122
123
124
125
126
127
128
129
130
131
132
133
134
135
136
137
138
139
140
141
142
143
144
145
146
147
148
149
150
151
152
153
154
155
156
157
158
159
160
161
162
163
164
165
166
167
168
169
170
171
172
173
174
175
176
177
178
179
180
181
182
183
184
185
186
187
188
189
190
191
192
193
194
195
196
197
198
199
200
201
202
203
204
205
206
207
208
209
210
211
212
213
214
215
216
217
218
219
220
221
222
223
224
225
226
227
228
229
230
231
232
233
234
235
236
237
238
239
240
241
242
243
244
245
246
247
248
249
250
251
252
253
254
255
256
257
258
259
260
261
262
263
264
265
266
267
268
269
270
271
272
273
274
275
276
277
278
279
280
281
282
283
284
285
286
287
288
289
290
291
292
293
294
295
296
297
298
299
300
301
302
303
304
305
306
307
308
309
310
311
312
313
314
315
316
317
318
319
320
321
322
323
324
325
326
327
328
329
330
331
332
333
334
335
336
337
338
339
340
341
342
343
344
345
346
347
348
349
350
351
352
353
354
355
356
357
358
359
360
361
362
363
364
365
366
367
368
369
370
371
372
373
374
375
376
377
378
379
380
381
382
383
384
385
386
387
388
389
390
391
392
393
394
395
396
397
398
399
400
401
402
403
404
405
406
407
408
409
410
411
412
413
414
415
416
417
418
419
420
421
422
423
424
425
426
427
428
429
430
431
432
433
434
435
436
437
438
439
440
441
442
443
444
445
446
447
448
449
450
451
452
453
454
455
456
457
458
459
460
461
462
463
464
465
466
467
468
469
470
471
472
473
474
475
476
477
478
479
480
481
482
483
484
485
486
487
488
489
490
491
492
493
494
495
496
497
498
499
500
501
502
503
504
505
506
507
508
509
510
511
512
513
514
515
516
517
518
519
520
521
522
523
524
525
526
527
528
529
530
531
532
533
534
535
536
537
538
539
540
541
542
543
544
545
546
547
548
549
550
551
552
553
554
555
556
557
558
559
<!doctype html>
<html lang="en">
<head>
<!-- Required meta tags -->
<meta charset="utf-8">
<meta name="viewport" content="width=device-width, initial-scale=1, shrink-to-fit=no">
<meta property="og:title" content="Learn Wardley Mapping — Simon's Book">
<meta property="og:description" content="This is the story of Simon's journey, from a bumbling and confused CEO lost in the headlights of change to having a vague idea of he's doing.">
<meta property="og:image" content="https://learnwardleymapping.com/images/cycle.png">
<meta property="og:url" content="https://learnwardleymapping.com/book">
<meta name="twitter:card" content="summary_large_image">
<meta name="twitter:image" content="https://learnwardleymapping.com/images/cycle.png">
<meta name="google-site-verification" content="vCI-3_9Bx08goP1P7ECGcAsWBJ9T9blNR5tKDE0pi3w" />
<!-- Bootstrap CSS -->
<link rel="stylesheet" href="css/bootstrap.min.css">
<link rel="stylesheet" href="css/style.css">
<title>Learn Wardley Mapping — Simon's Book</title>
</head>
<body>
<nav class="navbar navbar-expand-lg navbar-dark bg-dark">
<a class="navbar-brand" href="index.html">LearnWardleyMapping</a>
<button class="navbar-toggler" type="button" data-toggle="collapse" data-target="#navbarSupportedContent" aria-controls="navbarSupportedContent" aria-expanded="false" aria-label="Toggle navigation">
<span class="navbar-toggler-icon"></span>
</button>
<div class="collapse navbar-collapse" id="navbarSupportedContent">
<ul class="navbar-nav mr-auto">
<li class="nav-item">
<a class="nav-link" href="book.html">Book</a>
</li>
<li class="nav-item">
<a class="nav-link" href="shop.html">Shop</a>
</li>
<li class="nav-item">
<a class="nav-link" target="_blank" href="https://learn.hiredthought.com/p/wardley-mapping">Course</a>
</li>
<li class="nav-item">
<a class="nav-link" target="_blank" href="https://patreon.com/learnwardleymapping">Patreon</a>
</li>
</ul>
<span class="navbar-text">
operated by <a target="blank" href="https://hiredthought.com">Hired Thought</a>
</span>
</div>
</nav>
<div class="container-fluid">
<div class="row mt-3 mb-4">
<div class="col-12 col-sm-3 col-lg-3">
<ul class="nav flex-column nav-pills" id="myTab" role="tablist" aria-orientation="vertical">
<li class="nav-item">
<a class="nav-link active" id="chapter-1-tab" data-toggle="tab" href="#chapter-1" role="tab" aria-controls="chapter-1" aria-selected="true" >1. On Being Lost</a>
</li>
<li class="nav-item">
<a class="nav-link " id="chapter-2-tab" data-toggle="tab" href="#chapter-2" role="tab" aria-controls="chapter-2" >2. Finding a Path</a>
</li>
<li class="nav-item">
<a class="nav-link " id="chapter-3-tab" data-toggle="tab" href="#chapter-3" role="tab" aria-controls="chapter-3" >3. Exploring the Map</a>
</li>
<li class="nav-item">
<a class="nav-link " id="chapter-4-tab" data-toggle="tab" href="#chapter-4" role="tab" aria-controls="chapter-4" >4. Doctrine</a>
</li>
<li class="nav-item">
<a class="nav-link " id="chapter-5-tab" data-toggle="tab" href="#chapter-5" role="tab" aria-controls="chapter-5" >5. The Play and a Decision to Act</a>
</li>
<li class="nav-item">
<a class="nav-link " id="chapter-6-tab" data-toggle="tab" href="#chapter-6" role="tab" aria-controls="chapter-6" >6. Getting Started Yourself</a>
</li>
<li class="nav-item">
<a class="nav-link " id="chapter-7-tab" data-toggle="tab" href="#chapter-7" role="tab" aria-controls="chapter-7" >7. Finding a New Purpose</a>
</li>
<li class="nav-item">
<a class="nav-link " id="chapter-8-tab" data-toggle="tab" href="#chapter-8" role="tab" aria-controls="chapter-8" >8. Keeping the Wolves at Bay</a>
</li>
<li class="nav-item">
<a class="nav-link " id="chapter-9-tab" data-toggle="tab" href="#chapter-9" role="tab" aria-controls="chapter-9" >9. Charting the Future</a>
</li>
<li class="nav-item">
<a class="nav-link " id="chapter-10-tab" data-toggle="tab" href="#chapter-10" role="tab" aria-controls="chapter-10" >10. I Wasn't Expecting That!</a>
</li>
<li class="nav-item">
<a class="nav-link " id="chapter-11-tab" data-toggle="tab" href="#chapter-11" role="tab" aria-controls="chapter-11" >11. A Smorgasbord of the Slightly Useful</a>
</li>
<li class="nav-item">
<a class="nav-link " id="chapter-12-tab" data-toggle="tab" href="#chapter-12" role="tab" aria-controls="chapter-12" >12. The Scenario</a>
</li>
<li class="nav-item">
<a class="nav-link " id="chapter-13-tab" data-toggle="tab" href="#chapter-13" role="tab" aria-controls="chapter-13" >13. Something Wicked This Way Comes</a>
</li>
<li class="nav-item">
<a class="nav-link " id="chapter-14-tab" data-toggle="tab" href="#chapter-14" role="tab" aria-controls="chapter-14" >14. To Thine Own Self Be True</a>
</li>
<li class="nav-item">
<a class="nav-link " id="chapter-15-tab" data-toggle="tab" href="#chapter-15" role="tab" aria-controls="chapter-15" >15. On the Practice of Scenario Planning</a>
</li>
<li class="nav-item">
<a class="nav-link " id="chapter-16-tab" data-toggle="tab" href="#chapter-16" role="tab" aria-controls="chapter-16" >16. Super Looper</a>
</li>
<li class="nav-item">
<a class="nav-link " id="chapter-17-tab" data-toggle="tab" href="#chapter-17" role="tab" aria-controls="chapter-17" >17. To Infinity and Beyond</a>
</li>
<li class="nav-item">
<a class="nav-link " id="chapter-18-tab" data-toggle="tab" href="#chapter-18" role="tab" aria-controls="chapter-18" >18. Better for Less</a>
</li>
<li class="nav-item">
<a class="nav-link " id="chapter-19-tab" data-toggle="tab" href="#chapter-19" role="tab" aria-controls="chapter-19" >19. On Playing Chess</a>
</li>
</ul>
<br />
<p>Want to thank Simon for the book? <a target="_blank" href="https://twitter.com/intent/tweet?text=Many%20thanks%20to%20%40swardley%20for%20sharing%20%23WardleyMaps%21&original_referer=https://learnwardleymapping.com">Tweet at him here</a>!</p>
<p>Want to support the creation of video summaries? <a target="_blank" href="https://www.patreon.com/bePatron?u=8670881">Become a Patron</a>!</p>
<p><a href="https://www.patreon.com/bePatron?u=8670881" data-patreon-widget-type="become-patron-button">Become a Patron!</a></p>
<script async src="https://c6.patreon.com/becomePatronButton.bundle.js"></script>
</div>
<div class="col-12 col-sm-9 col-lg-9">
<div class="tab-content" id="myTabContent">
<div class="tab-pane fade show active" id="chapter-1" role="tabpanel" aria-labelledby="chapter-1-tab">
<h1>1. On Being Lost</h1>
<div class="row">
<div class="col-12 col-xl-8">
<!-- 16:9 aspect ratio -->
<div class="embed-responsive embed-responsive-16by9">
<iframe class="embed-responsive-item" src="https://www.youtube.com/embed/DgxdYuIt9-o"></iframe>
</div>
<div class="image-wrapper float-left pr-3 pt-4">
<img class="rounded" src="images/simon_thumb.jpg" alt="Simon Wardley">
</div>
<div class="single-post-content-wrapper p-3">
<blockquote class="blockquote">
<p>This is the story of my journey, from a bumbling and confused CEO lost in the headlights of change to having a vague idea of what I was doing. I say vague because I’m not going to make grand claims to the techniques that I discuss in this book. It is enough to say that I have found them useful over the last decade whether in finding opportunity, removing waste, helping to organise a team of people or determining the strategy for a company. Will they help you? That depends upon the context that you’re operating in but since the techniques don’t take long to learn then I’ll leave it up to the reader to discover whether they are helpful to them or not. Remember, all models are wrong but some are useful.</p>
<footer class="blockquote-footer"><a target="_blank" href="https://twitter.com/swardley">Simon Wardley</a> in <cite title="On Being Lost">On Being Lost</cite>, <a target="_blank" href="https://creativecommons.org/licenses/by-sa/4.0/legalcode">Creative Commons Attribution-ShareAlike 4.0</a></footer>
</blockquote>
<p><a class="btn btn-secondary btn-lg" target="_blank" href="https://medium.com/wardleymaps/on-being-lost-2ef5f05eb1ec" role="button">Read the rest on Medium (28m)</a></p>
</div>
</div>
</div>
</div>
<div class="tab-pane fade " id="chapter-2" role="tabpanel" aria-labelledby="chapter-2-tab">
<h1>2. Finding a Path</h1>
<div class="row">
<div class="col-12 col-xl-8">
<!-- 16:9 aspect ratio -->
<div class="embed-responsive embed-responsive-16by9">
<iframe class="embed-responsive-item" src="https://www.youtube.com/embed/jdN2qR9QYbY"></iframe>
</div>
<div class="image-wrapper float-left pr-3 pt-4">
<img class="rounded" src="images/simon_thumb.jpg" alt="Simon Wardley">
</div>
<div class="single-post-content-wrapper p-3">
<blockquote class="blockquote">
<p>The problem I had was how do I map a business? Unlike a board game such as chess with its turned based moves, when you consider a business it is a living thing. It consists of a network of people, a mass of different activities and reserves of capital including financial, physical, human and social. It consumes, it produces, it grows and it dies. Like all organisms, any business exists within a community of others, an ecosystem. It competes and co-operates for resources and it’s shaped by and shapes its environment. Even within a business, people come and go. The things we do, the things we build and the things that others desire change over time. All firms are in a constant state of flux and the ecosystem it lives within never stands still. What sort of map can cope with that?</p>
<footer class="blockquote-footer"><a target="_blank" href="https://twitter.com/swardley">Simon Wardley</a> in <cite title="Finding a Path">Finding a Path</cite>, <a target="_blank" href="https://creativecommons.org/licenses/by-sa/4.0/legalcode">Creative Commons Attribution-ShareAlike 4.0</a></footer>
</blockquote>
<p><a class="btn btn-secondary btn-lg" target="_blank" href="https://medium.com/wardleymaps/finding-a-path-cdb1249078c0" role="button">Read the rest on Medium (24m)</a></p>
</div>
</div>
</div>
</div>
<div class="tab-pane fade " id="chapter-3" role="tabpanel" aria-labelledby="chapter-3-tab">
<h1>3. Exploring the Map</h1>
<div class="row">
<div class="col-12 col-xl-8">
<!-- 16:9 aspect ratio -->
<div class="embed-responsive embed-responsive-16by9">
<iframe class="embed-responsive-item" src="https://www.youtube.com/embed/uJbPZJYiCSY"></iframe>
</div>
<div class="image-wrapper float-left pr-3 pt-4">
<img class="rounded" src="images/simon_thumb.jpg" alt="Simon Wardley">
</div>
<div class="single-post-content-wrapper p-3">
<blockquote class="blockquote">
<p>Hurray, we’ve got a map! What now? The purpose of producing a map is to help us to learn and then apply basic climatic patterns, doctrine and context specific forms of gameplay. Maps are our learning and communication tool for discovering these things and enabling us to make better decisions before acting. However, the strategy cycle is iterative and we’re not going to learn all the patterns the first time we use a map any more than we learn everything about Chess in our first game. Instead, like a game of chess then play by play, move by move we’re going to get a little bit better.</p>
<footer class="blockquote-footer"><a target="_blank" href="https://twitter.com/swardley">Simon Wardley</a> in <cite title="Exploring the Map">Exploring the Map</cite>, <a target="_blank" href="https://creativecommons.org/licenses/by-sa/4.0/legalcode">Creative Commons Attribution-ShareAlike 4.0</a></footer>
</blockquote>
<p><a class="btn btn-secondary btn-lg" target="_blank" href="https://medium.com/wardleymaps/exploring-the-map-ad0266fad59b" role="button">Read the rest on Medium (23m)</a></p>
</div>
</div>
</div>
</div>
<div class="tab-pane fade " id="chapter-4" role="tabpanel" aria-labelledby="chapter-4-tab">
<h1>4. Doctrine</h1>
<div class="row">
<div class="col-12 col-xl-8">
<p>Want a video summary for this chapter? <a target="_blank" href="https://www.patreon.com/learnwardleymapping">Join the Patreon</a> to get early access and make it happen sooner!</p>
<div class="image-wrapper float-left pr-3 pt-4">
<img class="rounded" src="images/simon_thumb.jpg" alt="Simon Wardley">
</div>
<div class="single-post-content-wrapper p-3">
<blockquote class="blockquote">
<p>I had created my first map and applied an understanding of some basic climatic patterns that might influence it. These patterns were the ones that I could not stop but I could anticipate. Whether I liked it or not the components on my map would evolve through the actions of the market. However, whilst I had no choice over the market that didn’t mean I had no choice over my actions. I might be able to influence the landscape through action, I could decide how I organised myself, the principles that I emphasised within the company and our manner of operating.</p>
<footer class="blockquote-footer"><a target="_blank" href="https://twitter.com/swardley">Simon Wardley</a> in <cite title="Doctrine">Doctrine</cite>, <a target="_blank" href="https://creativecommons.org/licenses/by-sa/4.0/legalcode">Creative Commons Attribution-ShareAlike 4.0</a></footer>
</blockquote>
<p><a class="btn btn-secondary btn-lg" target="_blank" href="https://medium.com/wardleymaps/doctrine-8bb0015688e5" role="button">Read the rest on Medium (33m)</a></p>
</div>
</div>
</div>
</div>
<div class="tab-pane fade " id="chapter-5" role="tabpanel" aria-labelledby="chapter-5-tab">
<h1>5. The Play and a Decision to Act</h1>
<div class="row">
<div class="col-12 col-xl-8">
<p>Want a video summary for this chapter? <a target="_blank" href="https://www.patreon.com/learnwardleymapping">Join the Patreon</a> to get early access and make it happen sooner!</p>
<div class="image-wrapper float-left pr-3 pt-4">
<img class="rounded" src="images/simon_thumb.jpg" alt="Simon Wardley">
</div>
<div class="single-post-content-wrapper p-3">
<blockquote class="blockquote">
<p>In chapters one to four I’ve covered the basics of mapping, common economic patterns and doctrine. However, these Wardley maps of business don’t tell you what to do any more than a geographical map tells an Admiral how to win a battle. The maps are simply a guide and you have to decide what move you’re going to make, where you’re going to attack and how you navigate your ship through the choppy waters of commercial competition. In other words, you have to apply thought, decide to act and then act. In this chapter we’re going to cover my journey through this part of the strategy cycle — see figure 46.</p>
<footer class="blockquote-footer"><a target="_blank" href="https://twitter.com/swardley">Simon Wardley</a> in <cite title="The Play and a Decision to Act">The Play and a Decision to Act</cite>, <a target="_blank" href="https://creativecommons.org/licenses/by-sa/4.0/legalcode">Creative Commons Attribution-ShareAlike 4.0</a></footer>
</blockquote>
<p><a class="btn btn-secondary btn-lg" target="_blank" href="https://medium.com/wardleymaps/the-play-and-a-decision-to-act-8eb796b1dff1" role="button">Read the rest on Medium (35m)</a></p>
</div>
</div>
</div>
</div>
<div class="tab-pane fade " id="chapter-6" role="tabpanel" aria-labelledby="chapter-6-tab">
<h1>6. Getting Started Yourself</h1>
<div class="row">
<div class="col-12 col-xl-8">
<p>Want a video summary for this chapter? <a target="_blank" href="https://www.patreon.com/learnwardleymapping">Join the Patreon</a> to get early access and make it happen sooner!</p>
<div class="image-wrapper float-left pr-3 pt-4">
<img class="rounded" src="images/simon_thumb.jpg" alt="Simon Wardley">
</div>
<div class="single-post-content-wrapper p-3">
<blockquote class="blockquote">
<p>I often talk about that wise executive that I met in the Arts hotel of Barcelona. I’ll jump ahead in the story and let you into a little secret. He didn’t have a clue either and I wasn’t the only person faking at being an executive. However, I didn’t find this out until six years after I had started mapping when someone pointed it out to me. I had always assumed that there was some secret tome out there and mapping was just my poor man’s way of emulating what everyone else was already doing. It turned out that most of the industry was instead fighting battles with little to no understanding of the landscape. It’s like generals fighting without maps. It boils everything down to luck and individual heroism.</p>
<footer class="blockquote-footer"><a target="_blank" href="https://twitter.com/swardley">Simon Wardley</a> in <cite title="Getting Started Yourself">Getting Started Yourself</cite>, <a target="_blank" href="https://creativecommons.org/licenses/by-sa/4.0/legalcode">Creative Commons Attribution-ShareAlike 4.0</a></footer>
</blockquote>
<p><a class="btn btn-secondary btn-lg" target="_blank" href="https://medium.com/wardleymaps/getting-started-yourself-e1a359b785a2" role="button">Read the rest on Medium (20m)</a></p>
</div>
</div>
</div>
</div>
<div class="tab-pane fade " id="chapter-7" role="tabpanel" aria-labelledby="chapter-7-tab">
<h1>7. Finding a New Purpose</h1>
<div class="row">
<div class="col-12 col-xl-8">
<p>Want a video summary for this chapter? <a target="_blank" href="https://www.patreon.com/learnwardleymapping">Join the Patreon</a> to get early access and make it happen sooner!</p>
<div class="image-wrapper float-left pr-3 pt-4">
<img class="rounded" src="images/simon_thumb.jpg" alt="Simon Wardley">
</div>
<div class="single-post-content-wrapper p-3">
<blockquote class="blockquote">
<p>It was 2007, I was at home and I was unemployed. I twiddled my thumbs for a couple of days, did some DIY and then set about thinking on my future. This is code for watching my bank balance plummet whilst not doing anything useful. I was exhausted, running a company, inspiring a future and being broadsided had taken its toll. However, whilst I wasn’t ready to immerse myself into a new role, I couldn’t just sit idle. So, I undertook a few paid speaking gigs, did some advisory work, wrote a few articles, ghost wrote a few more and researched. At least, it would keep the wolves at bay for a bit.</p>
<footer class="blockquote-footer"><a target="_blank" href="https://twitter.com/swardley">Simon Wardley</a> in <cite title="Finding a New Purpose">Finding a New Purpose</cite>, <a target="_blank" href="https://creativecommons.org/licenses/by-sa/4.0/legalcode">Creative Commons Attribution-ShareAlike 4.0</a></footer>
</blockquote>
<p><a class="btn btn-secondary btn-lg" target="_blank" href="https://medium.com/wardleymaps/finding-a-new-purpose-8c60c9484d3b" role="button">Read the rest on Medium (39m)</a></p>
</div>
</div>
</div>
</div>
<div class="tab-pane fade " id="chapter-8" role="tabpanel" aria-labelledby="chapter-8-tab">
<h1>8. Keeping the Wolves at Bay</h1>
<div class="row">
<div class="col-12 col-xl-8">
<p>Want a video summary for this chapter? <a target="_blank" href="https://www.patreon.com/learnwardleymapping">Join the Patreon</a> to get early access and make it happen sooner!</p>
<div class="image-wrapper float-left pr-3 pt-4">
<img class="rounded" src="images/simon_thumb.jpg" alt="Simon Wardley">
</div>
<div class="single-post-content-wrapper p-3">
<blockquote class="blockquote">
<p>To keep funding my research, I took a few more paid gigs which basically meant becoming a gun for hire. Cloud computing was colliding with the technology scene and there was lots of confusion about. Hence I had a constant stream of conferences — including some that actually paid — along with plenty of opportunity for piecemeal work. It was a wild west in computing with unfortunately some fairly shady practices and exploitation in the industry. I tried not to cause harm but I had an Achilles heel in simplicity.</p>
<footer class="blockquote-footer"><a target="_blank" href="https://twitter.com/swardley">Simon Wardley</a> in <cite title="Keeping the Wolves at Bay">Keeping the Wolves at Bay</cite>, <a target="_blank" href="https://creativecommons.org/licenses/by-sa/4.0/legalcode">Creative Commons Attribution-ShareAlike 4.0</a></footer>
</blockquote>
<p><a class="btn btn-secondary btn-lg" target="_blank" href="https://medium.com/wardleymaps/keeping-the-wolves-at-bay-93de21b6b2f8" role="button">Read the rest on Medium (26m)</a></p>
</div>
</div>
</div>
</div>
<div class="tab-pane fade " id="chapter-9" role="tabpanel" aria-labelledby="chapter-9-tab">
<h1>9. Charting the Future</h1>
<div class="row">
<div class="col-12 col-xl-8">
<p>Want a video summary for this chapter? <a target="_blank" href="https://www.patreon.com/learnwardleymapping">Join the Patreon</a> to get early access and make it happen sooner!</p>
<div class="image-wrapper float-left pr-3 pt-4">
<img class="rounded" src="images/simon_thumb.jpg" alt="Simon Wardley">
</div>
<div class="single-post-content-wrapper p-3">
<blockquote class="blockquote">
<p>Most people don’t have a desire to learn mapping for the sake of it. Instead, what people are looking for is a way to create advantage either through learning of context specific play (i.e. outsmarting others), the application of doctrine (i.e. being more effectively organised than others) or anticipation of change (i.e. seeing change before others). Back in early 2008, I had become quite a dab hand at using maps and common economic changes (i.e. climatic patterns) to anticipate change in business. I was regularly invited to speak at huge events and published articles in which I would declare that over the next decade we would see :-<ul><li>Rapid increases in the rate at of innovation on the web.</li><li>New entrants dominating IT</li><li>High rates of disruption in the IT markets</li><li>Radical changes in IT practices.</li><li>Higher levels of efficiency within IT.</li><li>Widespread adoption of cloud services.</li><li>Increasing organisational strain especially focused on IT creating a necessity for organisational change.</li></ul></p>
<footer class="blockquote-footer"><a target="_blank" href="https://twitter.com/swardley">Simon Wardley</a> in <cite title="Charting the Future">Charting the Future</cite>, <a target="_blank" href="https://creativecommons.org/licenses/by-sa/4.0/legalcode">Creative Commons Attribution-ShareAlike 4.0</a></footer>
</blockquote>
<p><a class="btn btn-secondary btn-lg" target="_blank" href="https://medium.com/wardleymaps/anticipation-89692e9b0ced" role="button">Read the rest on Medium (33m)</a></p>
</div>
</div>
</div>
</div>
<div class="tab-pane fade " id="chapter-10" role="tabpanel" aria-labelledby="chapter-10-tab">
<h1>10. I Wasn't Expecting That!</h1>
<div class="row">
<div class="col-12 col-xl-8">
<p>Want a video summary for this chapter? <a target="_blank" href="https://www.patreon.com/learnwardleymapping">Join the Patreon</a> to get early access and make it happen sooner!</p>
<div class="image-wrapper float-left pr-3 pt-4">
<img class="rounded" src="images/simon_thumb.jpg" alt="Simon Wardley">
</div>
<div class="single-post-content-wrapper p-3">
<blockquote class="blockquote">
<p>I was in a quandary. Having described the three states of war, wonder and peace then I found myself in the unusual position of finding them everywhere. All activities seemed to show these three competitive states. However, I had no real way of testing the existence of these states and my ability to perceive them might be caused by some sort of bias? It’s bit like owning a Mini Cooper, once you have one then you suddenly notice how many other cars are Mini Coopers. I started to scout around for some means of testing these concepts. Did the states really exist? How could I test them? Do they just effect individual activities in industries or could they have a wider effect?</p>
<footer class="blockquote-footer"><a target="_blank" href="https://twitter.com/swardley">Simon Wardley</a> in <cite title="I Wasn't Expecting That!">I Wasn't Expecting That!</cite>, <a target="_blank" href="https://creativecommons.org/licenses/by-sa/4.0/legalcode">Creative Commons Attribution-ShareAlike 4.0</a></footer>
</blockquote>
<p><a class="btn btn-secondary btn-lg" target="_blank" href="https://medium.com/wardleymaps/i-wasnt-expecting-that-dcfe122a2234" role="button">Read the rest on Medium (41m)</a></p>
</div>
</div>
</div>
</div>
<div class="tab-pane fade " id="chapter-11" role="tabpanel" aria-labelledby="chapter-11-tab">
<h1>11. A Smorgasbord of the Slightly Useful</h1>
<div class="row">
<div class="col-12 col-xl-8">
<p>Want a video summary for this chapter? <a target="_blank" href="https://www.patreon.com/learnwardleymapping">Join the Patreon</a> to get early access and make it happen sooner!</p>
<div class="image-wrapper float-left pr-3 pt-4">
<img class="rounded" src="images/simon_thumb.jpg" alt="Simon Wardley">
</div>
<div class="single-post-content-wrapper p-3">
<blockquote class="blockquote">
<p><em>“Here’s one I made earlier”</em> is the staple diet of TV programmes when faced with the possibility that something might go wrong. Demonstrations are always a risky business. In the case of this book, doubly so. I want to let you loose on a scenario but alas I’m not even there to correct things if it all goes pear shaped. To manipulate the odds slightly in my favour of a beneficial result then before we get to the scenario (chapters 12 and 13), I’m going to cover some aspects of mapping in a little more detail. This is somewhat naughty because these ideas being fresh in your mind are likely to create a bias which is exactly what I’m hoping for. I’m signposting the answer before we’ve even got there. It’s the closest I could get to “Here’s one I made earlier” without writing down the answer first .</p>
<footer class="blockquote-footer"><a target="_blank" href="https://twitter.com/swardley">Simon Wardley</a> in <cite title="A Smorgasbord of the Slightly Useful">A Smorgasbord of the Slightly Useful</cite>, <a target="_blank" href="https://creativecommons.org/licenses/by-sa/4.0/legalcode">Creative Commons Attribution-ShareAlike 4.0</a></footer>
</blockquote>
<p><a class="btn btn-secondary btn-lg" target="_blank" href="https://medium.com/wardleymaps/a-smorgasbord-of-the-slightly-useful-2498a1163dd6" role="button">Read the rest on Medium (72m)</a></p>
</div>
</div>
</div>
</div>
<div class="tab-pane fade " id="chapter-12" role="tabpanel" aria-labelledby="chapter-12-tab">
<h1>12. The Scenario</h1>
<div class="row">
<div class="col-12 col-xl-8">
<p>Want a video summary for this chapter? <a target="_blank" href="https://www.patreon.com/learnwardleymapping">Join the Patreon</a> to get early access and make it happen sooner!</p>
<div class="image-wrapper float-left pr-3 pt-4">
<img class="rounded" src="images/simon_thumb.jpg" alt="Simon Wardley">
</div>
<div class="single-post-content-wrapper p-3">
<blockquote class="blockquote">
<p>You are a member of the executive board of a huge conglomerate focused on facilities management. You’re attending a meeting of a wholly owned subsidiary company with their executives. You’re on a fact finding mission, trying to determine what the future of this subsidiary is.<br/><br/> There has been some recent positive noise about the subsidiary from analysts and also some interest by third parties in potential acquisition. This company offers a single product which is a software system that monitors a data centre’s consumption of power in order to determine whether it is being used effectively. The product is known as <strong>Phoenix</strong>.</p>
<footer class="blockquote-footer"><a target="_blank" href="https://twitter.com/swardley">Simon Wardley</a> in <cite title="The Scenario">The Scenario</cite>, <a target="_blank" href="https://creativecommons.org/licenses/by-sa/4.0/legalcode">Creative Commons Attribution-ShareAlike 4.0</a></footer>
</blockquote>
<p><a class="btn btn-secondary btn-lg" target="_blank" href="https://medium.com/wardleymaps/the-scenario-8bc05feee81" role="button">Read the rest on Medium (14m)</a></p>
</div>
</div>
</div>
</div>
<div class="tab-pane fade " id="chapter-13" role="tabpanel" aria-labelledby="chapter-13-tab">
<h1>13. Something Wicked This Way Comes</h1>
<div class="row">
<div class="col-12 col-xl-8">
<p>Want a video summary for this chapter? <a target="_blank" href="https://www.patreon.com/learnwardleymapping">Join the Patreon</a> to get early access and make it happen sooner!</p>
<div class="image-wrapper float-left pr-3 pt-4">
<img class="rounded" src="images/simon_thumb.jpg" alt="Simon Wardley">
</div>
<div class="single-post-content-wrapper p-3">
<blockquote class="blockquote">
<p>It maybe unlucky for some but I’m going to start this chapter 13 by announcing that I’m not going to give you an answer to the scenario — yet. Instead, I’m going to give you some analysis just in case you’re needing a bit of help. If you’re some wizard that has already worked through the scenario, determined the <em>right</em> strategy and have a solution then that’s fine, you can skip <em>unlucky</em> 13 and head straight into the next chapter. This is more for the rest of us mere mortals, who like me, have found themselves totally lost when faced with problems such as the scenario. I’m not going to use any additional information other than that already provided — in other words, there’s no mystery character inserted in the last paragraph that committed the crime, see all those loathsome detective novels that make you go <em>“where did that come from?”</em></p>
<footer class="blockquote-footer"><a target="_blank" href="https://twitter.com/swardley">Simon Wardley</a> in <cite title="Something Wicked This Way Comes">Something Wicked This Way Comes</cite>, <a target="_blank" href="https://creativecommons.org/licenses/by-sa/4.0/legalcode">Creative Commons Attribution-ShareAlike 4.0</a></footer>
</blockquote>
<p><a class="btn btn-secondary btn-lg" target="_blank" href="https://medium.com/wardleymaps/something-wicked-this-way-comes-b028d5c607bf" role="button">Read the rest on Medium (19m)</a></p>
</div>
</div>
</div>
</div>
<div class="tab-pane fade " id="chapter-14" role="tabpanel" aria-labelledby="chapter-14-tab">
<h1>14. To Thine Own Self Be True</h1>
<div class="row">
<div class="col-12 col-xl-8">
<p>Want a video summary for this chapter? <a target="_blank" href="https://www.patreon.com/learnwardleymapping">Join the Patreon</a> to get early access and make it happen sooner!</p>
<div class="image-wrapper float-left pr-3 pt-4">
<img class="rounded" src="images/simon_thumb.jpg" alt="Simon Wardley">
</div>
<div class="single-post-content-wrapper p-3">
<blockquote class="blockquote">
<p>The hardest thing about mapping is coming to terms with a simple fact that there is no right answer. Mapping enables you to observe the environment, the constant flow of evolution and moves of other players but it won’t tell you what to do. There are alas no simple steps for you to follow to success. There are no plans that guarantee to bring you a fortune. I face this obstacle regularly when companies ask <em>“how will mapping benefit me”</em> to which the answer that <em>“it depends upon what you observe and then what you do”</em> is seldom welcome. They often want the concrete, the definite and a world of levers you can pull or buttons you can press. I long to say <em>“By turning this mapping dial you will save 12% of costs”</em> or <em>“press the mapping button to increase your rates of successful innovation by 34%”</em> but it just isn’t true. The benefits are context specific and they depend upon you.</p>
<footer class="blockquote-footer"><a target="_blank" href="https://twitter.com/swardley">Simon Wardley</a> in <cite title="To Thine Own Self Be True">To Thine Own Self Be True</cite>, <a target="_blank" href="https://creativecommons.org/licenses/by-sa/4.0/legalcode">Creative Commons Attribution-ShareAlike 4.0</a></footer>
</blockquote>
<p><a class="btn btn-secondary btn-lg" target="_blank" href="https://medium.com/wardleymaps/to-thine-own-self-be-true-543cfe2cd1a" role="button">Read the rest on Medium (12m)</a></p>
</div>
</div>
</div>
</div>
<div class="tab-pane fade " id="chapter-15" role="tabpanel" aria-labelledby="chapter-15-tab">
<h1>15. On the Practice of Scenario Planning</h1>
<div class="row">
<div class="col-12 col-xl-8">
<p>Want a video summary for this chapter? <a target="_blank" href="https://www.patreon.com/learnwardleymapping">Join the Patreon</a> to get early access and make it happen sooner!</p>
<div class="image-wrapper float-left pr-3 pt-4">
<img class="rounded" src="images/simon_thumb.jpg" alt="Simon Wardley">
</div>
<div class="single-post-content-wrapper p-3">
<blockquote class="blockquote">
<p>One difficulty that people face with the Phoenix scenario outlined in the previous chapters is the question of role. It’s not unusual to look at the scenario and its corresponding plays such as <em>“pig in a poke”</em> and ask what happens to the people? A common retort is <em>“leadership is all about people and the leader should sacrifice themselves for their people”</em>. It’s a noble idea.</p>
<footer class="blockquote-footer"><a target="_blank" href="https://twitter.com/swardley">Simon Wardley</a> in <cite title="On the Practice of Scenario Planning">On the Practice of Scenario Planning</cite>, <a target="_blank" href="https://creativecommons.org/licenses/by-sa/4.0/legalcode">Creative Commons Attribution-ShareAlike 4.0</a></footer>
</blockquote>
<p><a class="btn btn-secondary btn-lg" target="_blank" href="https://medium.com/wardleymaps/on-the-practice-of-scenario-planning-49eed8279e90" role="button">Read the rest on Medium (34m)</a></p>
</div>
</div>
</div>
</div>
<div class="tab-pane fade " id="chapter-16" role="tabpanel" aria-labelledby="chapter-16-tab">
<h1>16. Super Looper</h1>
<div class="row">
<div class="col-12 col-xl-8">
<p>Want a video summary for this chapter? <a target="_blank" href="https://www.patreon.com/learnwardleymapping">Join the Patreon</a> to get early access and make it happen sooner!</p>
<div class="image-wrapper float-left pr-3 pt-4">
<img class="rounded" src="images/simon_thumb.jpg" alt="Simon Wardley">
</div>
<div class="single-post-content-wrapper p-3">
<blockquote class="blockquote">
<p>The LFP example is based upon a real-world event. I say <em>“based”</em> because I usually take time to disguise the actual event to protect any guilty parties. In this case, the haphazard and stumbling CEO was … me. I’m very wary that my long experience with mapping means that I tend to gloss over parts through assumption. In much the same way, I spent six years assuming everyone already knew how to map and it wasn’t until 2011 that I started to realise they didn’t. With that in mind, I’m going to go into excessive detail in the hope that I don’t miss anything useful to you. To keep it relevant and not just a history lesson, I’m going to go through the steps of how you would tackle the LFP scenario as if it was happening today.</p>
<footer class="blockquote-footer"><a target="_blank" href="https://twitter.com/swardley">Simon Wardley</a> in <cite title="Super Looper">Super Looper</cite>, <a target="_blank" href="https://creativecommons.org/licenses/by-sa/4.0/legalcode">Creative Commons Attribution-ShareAlike 4.0</a></footer>
</blockquote>
<p><a class="btn btn-secondary btn-lg" target="_blank" href="https://medium.com/wardleymaps/round-round-get-around-i-loop-around-d88e865d4337" role="button">Read the rest on Medium (38m)</a></p>
</div>
</div>
</div>
</div>
<div class="tab-pane fade " id="chapter-17" role="tabpanel" aria-labelledby="chapter-17-tab">
<h1>17. To Infinity and Beyond</h1>
<div class="row">
<div class="col-12 col-xl-8">
<p>Want a video summary for this chapter? <a target="_blank" href="https://www.patreon.com/learnwardleymapping">Join the Patreon</a> to get early access and make it happen sooner!</p>
<div class="image-wrapper float-left pr-3 pt-4">
<img class="rounded" src="images/simon_thumb.jpg" alt="Simon Wardley">
</div>
<div class="single-post-content-wrapper p-3">
<blockquote class="blockquote">
<p>I was working on the use of printed electronics with paper (think of digital interactivity within a normal book) when I got that phone call from a friend about <em>“this spaceman who really wants to meet you”</em>. I was curious, so I went along to meet someone called Mark at Canonical. I didn’t know what to expect. The first few minutes were certainly interesting.<br/><br/><strong>Shuttleworth</strong> : <em>“I’m Mark. I’ve been told you’re a good UX designer.”</em><br/><strong>Me</strong> : <em>“I don’t know anything about design.”</em><br/>… silence.</p>
<footer class="blockquote-footer"><a target="_blank" href="https://twitter.com/swardley">Simon Wardley</a> in <cite title="To Infinity and Beyond">To Infinity and Beyond</cite>, <a target="_blank" href="https://creativecommons.org/licenses/by-sa/4.0/legalcode">Creative Commons Attribution-ShareAlike 4.0</a></footer>
</blockquote>
<p><a class="btn btn-secondary btn-lg" target="_blank" href="https://medium.com/wardleymaps/to-infinity-and-beyond-c7a53ccd2a07" role="button">Read the rest on Medium (24m)</a></p>
</div>
</div>
</div>
</div>
<div class="tab-pane fade " id="chapter-18" role="tabpanel" aria-labelledby="chapter-18-tab">
<h1>18. Better for Less</h1>
<div class="row">
<div class="col-12 col-xl-8">
<p>Want a video summary for this chapter? <a target="_blank" href="https://www.patreon.com/learnwardleymapping">Join the Patreon</a> to get early access and make it happen sooner!</p>
<div class="image-wrapper float-left pr-3 pt-4">
<img class="rounded" src="images/simon_thumb.jpg" alt="Simon Wardley">
</div>
<div class="single-post-content-wrapper p-3">
<blockquote class="blockquote">
<p>In early 2009, I met Liam Maxwell. That name might not mean much to you unless you work in Government but he has been an influential figure in government technology throughout the world, a strong advocate of mapping and a good friend since that first encounter. We met when I was speaking at some random conference in London on evolution and technology. By happenstance Liam was in the audience. We got chatting and discovered we had common interests and ways of thinking about technology. I was soon invited to the “Triple Helix” group which consisted of a motley crew of interesting people — Jerry Fishenden, Mark Thompson and others. They wanted to try and help fix problems they saw in Government IT. It was a non-partisan group i.e. many of us came from different political backgrounds.</p>
<footer class="blockquote-footer"><a target="_blank" href="https://twitter.com/swardley">Simon Wardley</a> in <cite title="Better for Less">Better for Less</cite>, <a target="_blank" href="https://creativecommons.org/licenses/by-sa/4.0/legalcode">Creative Commons Attribution-ShareAlike 4.0</a></footer>
</blockquote>
<p><a class="btn btn-secondary btn-lg" target="_blank" href="https://medium.com/wardleymaps/better-for-less-58fe8c0a3aaa" role="button">Read the rest on Medium (37m)</a></p>
</div>
</div>
</div>
</div>
<div class="tab-pane fade " id="chapter-19" role="tabpanel" aria-labelledby="chapter-19-tab">
<h1>19. On Playing Chess</h1>
<div class="row">
<div class="col-12 col-xl-8">
<p>Want a video summary for this chapter? <a target="_blank" href="https://www.patreon.com/learnwardleymapping">Join the Patreon</a> to get early access and make it happen sooner!</p>
<div class="image-wrapper float-left pr-3 pt-4">
<img class="rounded" src="images/simon_thumb.jpg" alt="Simon Wardley">
</div>
<div class="single-post-content-wrapper p-3">
<blockquote class="blockquote">
<p>In this chapter, I’m going to introduce some basic concepts that we will use and expand upon when exploring the issue of strategy itself. These concepts include stepping stones, use of policy, nature of capital and finding a balance.</p>
<footer class="blockquote-footer"><a target="_blank" href="https://twitter.com/swardley">Simon Wardley</a> in <cite title="On Playing Chess">On Playing Chess</cite>, <a target="_blank" href="https://creativecommons.org/licenses/by-sa/4.0/legalcode">Creative Commons Attribution-ShareAlike 4.0</a></footer>
</blockquote>
<p><a class="btn btn-secondary btn-lg" target="_blank" href="https://medium.com/wardleymaps/on-playing-chess-2634b825dbac" role="button">Read the rest on Medium (27m)</a></p>
</div>
</div>
</div>
</div>
</div>
</div>
</div>
</div>
<!-- Optional JavaScript -->
<!-- jQuery first, then Popper.js, then Bootstrap JS -->
<script src="js/jquery-3.3.1.slim.min.js"></script>
<script src="js/popper.min.js"></script>
<script src="js/bootstrap.min.js"></script>
<script>
$(function() {
var hash = window.location.hash;
hash && $('ul.nav a[href="' + hash + '"]').tab('show');
$('.nav-item a').click(function(e) {
$(this).tab('show');
var scrollmem = $('body').scrollTop() || $('html').scrollTop();
window.location.hash = this.hash;
$('html,body').scrollTop(scrollmem);
});
});
</script>
<script>
window.onload = function() {
$("td.markable").on("click", function(e) {
$(this).toggleClass("table-info");
});
$("td.rotated-markable").on("click", function(e) {
if ($(this).hasClass("rotated-markable-danger")) {
$(this).toggleClass("rotated-markable-danger");
$(this).toggleClass("rotated-markable-warning");
} else if ($(this).hasClass("rotated-markable-warning")) {
$(this).toggleClass("rotated-markable-warning");
$(this).toggleClass("rotated-markable-success");
} else if ($(this).hasClass("rotated-markable-success")) {
$(this).toggleClass("rotated-markable-success");
$(this).toggleClass("rotated-markable-neutral");
} else if ($(this).hasClass("rotated-markable-neutral")) {
$(this).toggleClass("rotated-markable-neutral");
$(this).toggleClass("rotated-markable-danger");
}
});
};
</script>
<script>
$(function() {
$('[data-toggle="tooltip"]').tooltip()
})
</script>
<!-- Global site tag (gtag.js) - Google Analytics -->
<script async src="https://www.googletagmanager.com/gtag/js?id=UA-51537292-5"></script>
<script>
window.dataLayer = window.dataLayer || [];
function gtag() {
dataLayer.push(arguments);
}
gtag('js', new Date());
gtag('config', 'UA-51537292-5');
</script>
</body>
</html>