Wardley Mapping
Wardley Mapping was developed by Simon Wardley, a former CEO who built the technique while trying to understand why IT strategy was so difficult to make well. Published as open-source material starting around 2005 and refined through years of practice, a Wardley Map is a visual representation of the landscape in which a business operates — showing the components needed to serve a user need, their relationships, and their evolutionary stage. The x-axis of a Wardley Map represents evolution: from Genesis (novel, uncertain, high differentiation) through Custom-Built and Product/Rental to Commodity/Utility (standard, well-understood, undifferentiated). The y-axis represents visibility to the end user, from high-visibility user needs at the top to infrastructure components at the bottom. Mapping components onto this landscape reveals strategic insights invisible to traditional analysis: Where are competitors commoditising what we treat as a source of differentiation? Where should we build vs buy vs consume as a utility? Where is ecosystem disruption imminent? Wardley Mapping is demanding — it takes time to learn and facilitating a first-time session requires patience. But for technology strategy, platform decisions, and competitive positioning in fast-moving markets, it has no equal in clarity or depth.
How to run it
- 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
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
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
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
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
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
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
Generate strategic options: Discuss doctrine (consistent principles regardless of position), climate (patterns everyone must respond to), and context-specific moves unique to your situation.
Tips
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.
Variations
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.
Where it fits
Frequently asked questions
When should I use Wardley Mapping?â–¾
Use Wardley Mapping when you want to: Technology strategy workshops; Platform and ecosystem strategy; Build vs buy vs partner decisions; Digital transformation planning; Startup competitive positioning.
How long does Wardley Mapping take?â–¾
Wardley Mapping typically takes 120–360 minutes.
How many participants does Wardley Mapping work for?â–¾
Wardley Mapping works best for groups of 3–12 participants.
What materials do I need for Wardley Mapping?â–¾
To run Wardley Mapping you will need: Large whiteboard or paper, sticky notes, markers, Wardley Mapping template (optional), pre-reading: 'Wardley Maps' by Simon Wardley (free online).
How difficult is Wardley Mapping to facilitate?â–¾
Wardley Mapping is rated advanced — best facilitated by an experienced workshop leader.
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Try it freeMethod descriptions on Workshop Weaver are original content written by our team, based on established facilitation practices. This method was inspired by work from Simon Wardley, 'Wardley Maps' (2005–present, open-source). Licensed under CC BY-SA 4.0.