Wardley Mapping

So geht's

1. 1

   Anchor to user need: Write the primary user need you are serving at the top centre of the map. This is your north star — every component on the map must ultimately serve this need.

2. 2

   Build the value chain: Working downward from the user need, identify every component required to fulfil it. Include visible components (what users experience) and invisible ones (infrastructure, data, processes).

3. 3

   Draw dependencies: Connect components with arrows showing dependency relationships — A depends on B. This creates a chain from user need down through supporting components.

4. 4

   Map evolution: For each component, assess its evolutionary stage — Genesis (novel experiments), Custom (built for specific needs), Product (packaged, vendor-provided), or Commodity (utility, infrastructure). Place components on the x-axis accordingly.

5. 5

   Review the map: Look for components you're treating as differentiators that are actually commodities. Look for dependencies on components that are evolving rapidly.

6. 6

   Identify strategic moves: Where should you build (Genesis/Custom)? Where should you buy or partner (Product)? Where should you consume as utility (Commodity)? Mark on the map.

7. 7

   Anticipate moves: Where will key components evolve in the next 2–3 years? Draw their future position. What does this mean for competitors and for your own capabilities?

8. 8

   Generate strategic options: Discuss doctrine (consistent principles regardless of position), climate (patterns everyone must respond to), and context-specific moves unique to your situation.

Tipps

• First Wardley Maps are always messy — embrace this.

• The map is a thinking tool, not a deliverable.

• Resist the urge to make it visually perfect before the strategic thinking is done.

• Start with a narrow scope: one user need, one product line.

• The evolution axis is the hardest part: most teams underestimate how many of their 'custom' components are actually becoming commodities.

• Use Simon Wardley's free online book as pre-reading for participants.

Variationen

Run a 'Competitive Wardley' by mapping a competitor's value chain alongside your own to identify asymmetries. Use Wardley Mapping as a build/buy/partner decision framework for platform strategy.