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Strategy, Mapping andSituational Awareness
July, 2015 |Simon Wardley
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Why?
How to?
So what?
Gameplay
Learning
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Versus
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Two Examples
Chess WorldThermopylae
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White Black
Pawn (w), Pawn (b), Pawn (w),Queen (b), Pawn (w), Queen
(b) ...
Pawn (w), Pawn (b), Pawn (w),Queen (b), Pawn (w), Queen
(b) ...
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HighLow
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Versus
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Verbal reasoning
NOposition or movement
Backward causality
LOWlevels ofsituational awareness
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HIGHlevels ofsituational awareness
Visual reasoning
PositionAND movement
Context Specific
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How?(Action)
What?When?(Action)
Why?(strategy)
Where?(position & movement)
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Situational Awareness
How?
Action
Why?(strategy)Where?(position & movement)
In Military ...
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STRATEGY
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Tactical
Choices(BYOD)
OperationalDetails
(SLAs)
ImplementationDetails
(Private vs Public)
Purchasing
Decisions(Oracle vs SAP)
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Why?
Vague
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Everyone else is!67% of successfulcompanies do ...
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1984
62 Companies foryou to emulate
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Business Level Abstractionsof a Healthy Strategy
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digital business, big data, disruptive,innovative, collaborative, competitiveadvantage, ecosystem,networked,
efficiency, learning organisation, socialmedia, revolution, cloud based, agile,
secure, internet of things, growth, value,customer focused, open,
digital first, data leaders, agile, insightfrom data, platform,
sustainable, revolution, culture.
Common Blahs
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Our strategy is [Blah]. We will lead a [Blah]effort ofthe 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 theorganisation. Synergies between
our[Blah]and [Blah]will enable us to capture theupside by becoming [Blah]in a [Blah]world.These
transformations combined with [Blah]due toour[Blah]will create
a [Blah] through[Blah]and [Blah].
Blah Template
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Common Blahs+
Blah Template=
Autogenerated64 strategies
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Our strategy is customer focused. We will lead a disruptiveeffort of the market through our use of innovative socialmedia and big data to build a collaborative cloud basedecosystem.By being both digital first and agile, our open
approach will drive efficiency throughout the organisation.S y n e r g i e s b e t w e e n o u r c u l t u r e r e v o l u t i o nand networked learning organisation will enable us tocapture the upside by becoming data leaders in a digital
business
world. These transformations combinedwith insight from data due to our internet of things
platform will create a sustainable competitive advantagethroughgrowth andvalue.
Strategy 1 / 64
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http://strategy-madlibs.herokuapp.com/
by Bill West
http://strategy-madlibs.herokuapp.com/ -
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How?
What?
When?
Action
In Business ...
160 Hi-Tech companies in Silicon Valley, 2012
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Chancers
Players
Low
High
Low High
+ve Market Cap (7 yrs)
160 Hi Tech companies in Silicon Valley, 2012Size of the bubble = No. of Companies
-ve Market Cap (7 yrs)
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Why?
How to?
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xyz
xyz
xyz
xyz
xyz
xyz
xyz
xyz
xyz
1,2,3,4,5
1,2,3,4,5
1,2,3,4,5
People
ActivitiesPractices
Data
Capitalxyz
xyzxyz
xyzxyzxyz
xyz
xyz
xyz
1,2,3,4,5
1
,2,3,4,51
,2,3,4
,5
Organisation
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xyzxyzxyz
xyzxyzxyz
xyz
xyz
xy
z
1,2,3,4,5
1,2,3,4,51
,2,3,4,5
Organisation
Box and Wire
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Q. Approach?
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Business
SpeakTechnology
Speak
?&!A?
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Map
xyzxyzxyz
xyzxyzxyz
xyz
xyz
xy
z
1,2,3,4,5
1,2,3,4,51
,2,3,4,5
Organisation
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xyzxyzxyz
xyzxyzxyz
xyz
xyz
xy
z
1,2,3,4,5
1,2,3,4,51
,2,3,4,5
Organisation
ValueCh
ain
ValueCh
ain
ValueC
hain
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ValueChain
Visible
Invisible
!"#$
!""#$
%!& () *#+
!""#$
,(* -+*#$
*#+
!""#$
.#**/#
!""#$ !""#$
-+*#$
&(-#$
!""#$
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Photo Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Image
Manipulation
Compute
Customer
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ValueChain
Visible
Invisible
Photo Stora e
Data Centre
Power
Compute
Print
Web Site
Customer
Image
Mani ulation
Customer
Relationship
SystemCRM
Platform
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ValueChain
Visible
Invisible
Photo Stora e
Data Centre
Power
Compute
Print
Web Site
Customer
Image
Mani ulation
Customer
Relationship
SystemCRM
Platform
BUT
No movement
POSITION
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Nokia
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Evolve
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Evolve
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A[1] A[2] A[3] A[4] A[5]
Evolution
Time for A[5]Ti f A
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Time
Applicable
Market
100% adoption A[5]
100% ado tion A[2]
100% adoption A[1]
100% adoption A[3]
100% adoption A[4]
Time for A[5]Time for A[2]
Time for A[5]Time for A
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Time
Applicable
Market
100% adoption A[5]
100% ado tion A[2]
100% adoption A[1]
100% adoption A[3]
100% adoption A[4]
Time for A[5]Time for A[2]
Ubiquity
Time for A[5]Time for A[2]
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Time
Applicable
Market
100% adoption A[5]
100% ado tion A[2]
100% adoption A[1]
100% adoption A[3]
100% adoption A[4]
Time for A[5]Time for A[2]
Maturity
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Certainty
Type I II (key) III (key) IV
Publication
TypeWonder
building, construction
andawareness
operation,maintenance and
feature differences
use
Meaure Volume Volume
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Certainty
U
biquity
Custom Built
Commodity
ServiceProduct
Utility
Genesis Evolution
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Demand
Supply
Comp
etition
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Value Chain(describes organisation)
Evolution(describes change)
e
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ValueChain
Visible
Invisible
Photo Stora e
Data Centre
Power
Compute
Print
Web Site
Customer
Image
Mani ulation
Customer
Relationship
SystemCRM
Platform
e
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Genesis CustomBuilt Product(+ rental) Commodity(+ utility) Evolution
ValueChain
Visible
Invisible
Map2005
POSITION
MOVEMENT
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Why?
How to?
So what?
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Emergency
Services Mobile
CommunicationPlatfom
e
User
ESMCP
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Genesis CustomBuilt Product(+ rental) Commodity(+ utility) Evolution
ValueChain
Visibl
Invisible
CO
User Orgs
ESMCP
le
User
ESMCP
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Genesis CustomBuilt Product(+ rental) Commodity(+ utility) Evolution
ValueChain
Visibl
Invisible
CO
User Orgs
ESMCP Need
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Change
le
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GenesisCustomBuilt
Product(+ rental) Commodity(+ utility) Evolution
ValueChain
Visib
Invisible
ble
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GenesisCustomBuilt
Product(+ rental) Commodity(+ utility) Evolution
ValueChain
Visib
Invisible
Competition
ble Uncharted Industrialised
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GenesisCustomBuilt
Product(+ rental) Commodity(+ utility) Evolution
ValueChain
Visib
Invisible
Uncharted
Chaotic
Uncertain
Unpredictable
Changing
Different
Exciting
Future Worth
Differential
Industrialised
Ordered
Known
Measured
Stable
Standard
Dull
Low Margin
Essential
Uncharted Industrialised
ble
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GenesisCustomBuilt
Product(+ rental) Commodity(+ utility) Evolution
ValueChain
Visib
Invisible
Lean
SIX SIGMA / OUTSOURCE
StrongWeak
AGILE / IN-HOUSE
Strong Weak
Uncharted Industrialised
ble
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GenesisCustomBuilt
Product(+ rental) Commodity(+ utility) Evolution
ValueChain
Visib
Invisible
Unit / Utility basedStrongWeak
COTS / FixedStrongWeak
Strong Weak
Outcome based
Strong Weak
Time and Material / VC based
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Management
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Uncharted Industrialised
ble
CustomerCustomer
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GenesisCustomBuilt
Product(+ rental)
Commodity(+ utility) Evolution
ValueChain
Visib
Invisible
3D Visualisation
Land Registry
Data Centre
Power
Platform
HR
GIS
Customer
Compute
ERPM
Finance
BIM
Web site
RISK
CRM
WISE
PIMS
Collaboration
Uncharted Industrialised
ble
CustomerCustomer
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GenesisCustomBuilt
Product(+ rental)
Commodity(+ utility) Evolution
ValueChain
Visib
Invisible
3D Visualisation
Land Registry
Data Centre
Power
Platform
HR
GIS
Customer
Compute
PIMS
ERPM
Finance
BIM
Web site
RISK
CRM
WISE
outsource to utility
suppliers, Six Sigma
use off the shelf
roducts, Lean
build in-house with agile
techniques
LEGEND
Collaboration
Y Y
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SIX SIGMA
StrongWeak
AGILE
Strong Weak
OR
YoYo
O ts rce
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Outsource
SIX SIGMA
StrongWeak
Incur excessivechange control
costs
Some parts will beefficient
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Practice
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Outsourced
A
B
C
D
E
F
Q. Outsource?
Uncharted Industrialised
ible
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GenesisCustomBuilt
Product(+ rental)
Commodity(+ utility) Evolution
ValueChain
Vis
Invisible
Outsourced
A
E
D
BC
F
Q. Outsource?
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A
D
C
B
HR
Compensation
Data
Data
Q. Outsource?
Uncharted Industrialised
sible
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GenesisCustomBuilt
Product(+ rental)
Commodity(+ utility) Evolution
Va
lueChain
Vis
Invisible
D
C
BA
HR
Data
Data
Q. Outsource?
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Q. Approach?
Uncharted Industrialised
sible
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GenesisCustomBuilt
Product(+ rental)
Commodity(+ utility) Evolution
Va
lueChain
Vis
Invisible
Autonomous
Vehicle Driver
GPS
Vehicle
StateServer
Autonomous
vehicle manager
LIDAR
World
Perception
Server Vision
System
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Bias
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Uncharted Industrialised
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Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility) Evolution
RecommendationEngine (5)
CRM (6)
MarketAnalysis (7)
StreamingService (3)
Web Site (13)
Web Server(14)
Compute (18)
Power (22)
Uncharted Industrialised
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Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility) Evolution
RecommendationEngine (5)
CRM (6)
MarketAnalysis (7)
StreamingService (3)
Web Site (13)
Web Server(14)
Compute (18)
Power (22)
Lexicon
Duplication
Bias
Cluster
Uncharted Industrialised
W b Si (13)
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Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility) Evolution
RecommendationEngine (5)
CRM (6)
Market Analysis (7)
StreamingService (3)
Web Site (13)
Web Server(14)
Compute (18)
Power (22)
Uncharted Industrialised
isible
Customer
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Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility) Evolution
Va
lueChain
Vi
Invisible
Parking
Thin Client
Org Chart
IntranetEmail
Smart Phone
CRM
WorkflowHelpdesk
Recruitment
Payment
Accounting
Flexitime
Procurement
HREDRMS
Contract
Platform
Data Centre
Compute
Power
Uncharted Industrialised
isible
Customer
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Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility) Evolution
Va
lueChain
V
Invisible
Parking
Thin Client
Org Chart
IntranetEmail
Smart PhoneCRM
WorkflowHelpdesk
Recruitment
PaymentAccounting
Flexitime
Procurement
HR
Contract
Platform
Data Centre
Compute
Power
EDRMS
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Collaboration& Silos
Visible
Leave to Enter Leave to Exit Detection
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Genesis Custom
Built
Product
(+ rental)Commodity(+ utility) Evolution
Va
lueChain
V
Invisible Borders
Visible
RequestImmigration
Product
Notify Change ofCircumstances
Amend ActiveRequest RequestReplacement Request DataCheck Query/Complain RequestReview ChallengeDecision
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Genesis Custom
Built
Product
(+ rental)Commodity(+ utility) Evolution
Va
lueChain
V
Invisible
IPT
Visible
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Genesis Custom
Built
Product
(+ rental)Commodity(+ utility) Evolution
Va
lueChain
V
Invisible
NPDP
Visible Customer Interface
(product catalog)
U I f
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Genesis Custom
Built
Product
(+ rental)Commodity(+ utility) Evolution
Va
lueChain
V
Invisible
Analytics Store
Reference Data
Rules System
Compute
Data centre
Data StorageNetworks
Orchestration &
Workflow
Analytics
User Interfaces
Messaging
Appointment
Booking
Document Store
Payment System
Digital Receipt ofDocuments
Decision Support
System
Devices (Fixed &
Mobile)
Data Quality
APIs
Home Office
IT Weapons of Mass Duplication - Leader Board
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Number of Duplicate
Efforts in a single
Organisation
Technology Space Industry
380 ERP system Global Corporate
170 Cloud projectsGlobal
Technology Vendor
118 Workflow systems Government
22 Rules Engines European Corporate
14 CRM system Bank
6 General Rule of Thumb Everywhere
unverified
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ContractManagement
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exity
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Goodness
Comple
+ FIST
+ features
+ features
Idea
Harvest Hawk,id t b t
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idea to combatoperations in 18
months
Uncharted Industrialised
Visible
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility) Evolution
Va
lueChain
V
Invisible ESMCP
Uncharted Industrialised
Visible
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility) Evolution
Va
lueChain
V
Invisible ESMCP
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Versus
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User Needs Effective Efficiency Communication
Collaboration Contract Risk Pitfalls
Team Structure Culture Finance Stability
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Examplemedia company
Focus Elements
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Scope
Transactions
Users
Purpose
Situational
Awareness
D
octrine
Leadership
Focus Elements
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Scope TV company
Transactions We produce TV shows
Users Public
User Need
Value Chain
Context
Tactics
Purpose
Situational
Awareness
D
octrine
Leadership
Customer
Leisure TimeAggregator
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Need
Aggregator
Branded
Customer
AggregatorLeisure TimeV
isible
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CRM
Creative
Studios
Traditional Media(DVDs etc)
Aggregator
Branded
InternetBroadcast
Artistic Direction
Production Talent
ProductionSystems
MarketAnalysis
Content
Web Site
StreamingService
RecommendationEngine
WebServer
ComputePower
Va
lueChain
Invisible
needs
needs
needsneeds
needs
needs
needs
needs
needs
needs
needs
needs
needs
needs
needs
needs
needs
needs
needs
needs
needs
needs
Value Chain
Visible
Customer
Leisure TimeAggregator
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)Evolution
ValueChain
Invisible
CRM
Creative
Studios
Traditional Media(DVDs etc)
Branded
InternetBroadcast
Artistic
Direction
ProductionTalent
ProductionSystems
MarketAnalysis
Content
Web Site
StreamingService
RecommendationEngine
WebServer
Compute
Power
Map
Visible
Customer
Leisure TimeAggregator
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)Evolution
ValueChain
Invisible
CRM
Creative
Studios
Traditional Media(DVDs etc)
Branded
InternetBroadcast
Artistic
Direction
ProductionTalent
ProductionSystems
MarketAnalysis
Content
Web Site
StreamingService
RecommendationEngine
WebServer
Compute
Power
Commissioned AcquiredContent Pipeline
Visible
Customer
Leisure TimeAggregator
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)Evolution
ValueChain
Invisible
CRM
Creative
Studios
Traditional Media(DVDs etc)
Branded
InternetBroadcast
Artistic
Direction
ProductionTalent
ProductionSystems
MarketAnalysis
Content
Web Site
StreamingService
RecommendationEngine
WebServer
Compute
Power
Commissioned AcquiredContent Pipeline
Visible
Customer
Leisure TimeAggregator
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)Evolution
ValueChain
Invisible
Creative
Studios
Traditional Media(DVDs etc)
Branded
InternetBroadcast
Artistic
Direction
ProductionTalent
ProductionSystems
Content
Commissioned AcquiredContent Pipeline
CRM
MarketAnalysis
Web Site
Streaming
ServiceRecommendationEngine
WebServer
Compute
Power
Bias
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)Evolution
ValueChain
Invisible
CRM
Creative
Studios
Traditional Media(DVDs etc)
Branded
InternetBroadcast
Artistic
Direction
ProductionTalent
ProductionSystems
MarketAnalysis
Content
Web Site
Streaming
ServiceRecommendationEngine
WebServer
Compute
Power
Commissioned AcquiredContent Pipeline
outsource / utility suppliers /other dept / six sigma
off the shelf products / lean
in-house / a ile / d namic
Method
Focus Elements
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Scope TV company
Transactions We produce TV shows
Users Public
User Need Leisure time
Value Chain Components
Context Map
TacticsDuplication, Bias and
Methods
Organisational
Learning
Structure
Strategy
Purpose
Situational
Awareness
D
octrine
Leadership
L i
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Why?
How to?
So what?
Gameplay
Learning
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Uncharted Industrialised
Visible
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)Evolution
ValueChain
Invisible
POSITION
MOVEMENT
Map2005
Uncharted Industrialised
Visible
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)Evolution
ValueChain
Invisible
Platform
Compute
Uncharted Industrialised
Visible
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)Evolution
ValueChain
Invisible
Platform
Compute
Competition
Competition
Uncharted Industrialised
Visible The Far Future
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)Evolution
ValueChain
Invisible
Platform
Compute
The Near Future
-
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Componentisation
Herbert Simon
Uncharted Industrialised
Visible
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)Evolution
ValueChain
Invisible
Interfa
ceElectric
Lighting
Radio
Television
A/C Utility(Westinghouse)
Siemens
Uncharted Industrialised
Visible
IntelligentAgents
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)Evolution
ValueChain
Invisible
Electricity
Computing
Analytics
Agents
Uncharted Industrialised
Visible
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)Evolution
ValueChain
Invisible
Past Success
Inertia
Disruption of Past Transition to the Agency of theB i M d l
+Inertia
-
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p
Norms New
g y
NewBusiness Model
Change of business
relationship (loss of
social capital)
Investment in
knowledge capitalSuitability Declining unit value
Loss of existing
financial or physicalcapital
Cost of acquiring
new skillsets
Lack of second
sourcing options
Data for Past
Successcounteracts
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
Uncharted Industrialised
Visible DSC
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)Evolution
ValueChain
Invisible
OnlinePhoto
Digital
Analog
Uncharted Industrialised
Visible
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)Evolution
ValueChain
Invisible
Digital
Fulfilment
Inertia
Uncharted Industrialised
Visible
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)Evolution
ValueChain
Invisible
Uncharted Industrialised
Visible
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)Evolution
ValueChain
Invisible
Platform
Compute
Uncharted Industrialised
Visible
ATTACK
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)Evolution
ValueChain
Invisible
Platform
Compute
ATTACKHERE?
ATTACKHERE?
ATTACKHERE?
Uncharted Industrialised
Visible
ATTACK
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)Evolution
V
alueChain
Invisible
Platform
Compute
ATTACKHERE?
ATTACKHERE?
ATTACKHERE?
Uncharted Industrialised
Visible
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
V
alueChain
Invisible
+competition
Uncharted Industrialised
Visible
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
V
alueChain
Invisible
Open
Uncharted Industrialised
Visible
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
V
alueChain
Invisible
Patents
Uncharted Industrialised
Visible
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
V
alueChain
Invisible
FUD
Uncharted Industrialised
Visible
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
V
alueChain
Invisible
+Constraints
Focus Gameplay
Basic Operations Focus on user needsSituational awareness
(communication,Effective & efficient
(methods, silos, bias,Structure & culture
(PST)
Optimising Flow(financial, risk,
marketing operationChannel conflicts &disintermediation
LE CELG N
-
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alignment) rationalisation)(PST) marketing, operation,
profile)disintermediation
User Perception Consumer education Bundling Creating artifical needsCreating a confusion
of choiceFUD (fear,
uncertainty, doubt)Artificial competition
Lobbying /counter
Accelerators Market EnablementOpen approaches(data, source etc)
Exploiting networkeffects
Co-operation Industrial policy
De-acceleratorsExploitation of existing
constraintsPatents & IPR
Creating constraints(supply chain)
Limitation ofcompetition
Dealing withtoxicity
Disposal of liability Sweat and dump Pig in a poke
Market Differentiation Pricing policyExploiting buyer /
supplier power Harvesting Standards game Signal distortion
Defensive Threat acquisitionRaising barriers to
entryProcrastination &
timingDefensive regulation
Attacking Directed investment ExperimentationCreating a centre of
gravityUndermining
barriers to entryFool's mate
(lower orders)
Ecosystem Alliances Co-creationILC
(sensing engines)Tower & moat 2 factor
Co-opting &intercession
Embrace &extend
CompetitorAmbush
(tech drops)Fragmentation play
Reinforcing competitorinertia
Sapping(multiple fronts)
MisdirectionRestriction of
movement (circling)Talent raid
Positional Land grabFirst mover
(Industrialisation)Fast follower(Innovation)
Weak signal /horizon
Poison Licensing play InsertionDesigned to fail
(community)
-
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Examplemedia company
Focus Gameplay
Basic Operations Focus on user needsSituational awareness
(communication,Effective & efficient
(methods, silos, bias,Structure & culture
(PST)
Optimising Flow(financial, risk,
marketing, operation,Channel conflicts &disintermediation
LE CELG N
-
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alignment) rationalisation)(PST) marketing, operation,
profile)disintermediation
User Perception Consumer education Bundling Creating artifical needsCreating a confusion
of choiceFUD (fear,
uncertainty, doubt)Artificial competition
Lobbying /counter
Accelerators Market EnablementOpen approaches(data, source etc)
Exploiting networkeffects
Co-operation Industrial policy
De-acceleratorsExploitation of existing
constraintsPatents & IPR
Creating constraints(supply chain)
Limitation ofcompetition
Dealing withtoxicity
Disposal of liability Sweat and dump Pig in a poke
Market Differentiation Pricing policyExploiting buyer /
supplier power Harvesting Standards game Signal distortion
Defensive Threat acquisitionRaising barriers to
entryProcrastination &
timingDefensive regulation
Attacking Directed investment ExperimentationCreating a centre of
gravityUndermining
barriers to entryFool's mate
(lower orders)
Ecosystem Alliances Co-creationILC
(sensing engines)Tower & moat 2 factor
Co-opting &intercession
Embrace &extend
CompetitorAmbush
(tech drops)Fragmentation play
Reinforcing competitorinertia
Sapping(multiple fronts)
MisdirectionRestriction of
movement (circling)Talent raid
Positional Land grabFirst mover
(Industrialisation)Fast follower(Innovation)
Weak signal /horizon
Poison Licensing play InsertionDesigned to fail
(community)
Uncharted Industrialised
Visible
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
V
alueChain
Invisible ESMCP
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
V
alueChain
Invisible
CRM
Creative
Studios
Traditional Media(DVDs etc)
InternetBroadcast
Artistic
Direction
ProductionTalent
ProductionSystems
MarketAnalysis
Content
Web Site
Streaming
ServiceRecommendation
Engine
WebServer
Compute
Power
Commissioned AcquiredContent Pipeline
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
Team 1
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
V
alueChain
Invisible
CRM
Creative
Studios
Traditional Media(DVDs etc)
InternetBroadcast
Artistic
Direction
ProductionTalent
ProductionSystems
MarketAnalysis
Content
Web Site
Streaming
ServiceRecommendation
Engine
WebServer
Compute
Power
Commissioned AcquiredContent Pipeline
Team 10
Team 9
Team 6Team 5
Team 4
Team 2Team 3
Team 7
Team 8
Focus Gameplay
Basic Operations Focus on user needsSituational awareness
(communication,alignment)
Effective & efficient(methods, silos, bias,
rationalisation)
Structure & culture(PST)
Optimising Flow(financial, risk,
marketing, operation,Channel conflicts &disintermediation
LE CELG N
-
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alignment) rationalisation)( ) g p
profile)
User Perception Consumer education Bundling Creating artifical needsCreating a confusion
of choiceFUD (fear,
uncertainty, doubt)Artificial competition
Lobbying /counter
Accelerators Market EnablementOpen approaches(data, source etc)
Exploiting networkeffects
Co-operation Industrial policy
De-acceleratorsExploitation of existing
constraintsPatents & IPR
Creating constraints(supply chain)
Limitation ofcompetition
Dealing withtoxicity
Disposal of liability Sweat and dump Pig in a poke
Market Differentiation Pricing policyExploiting buyer /
supplier power Harvesting Standards game Signal distortion
Defensive Threat acquisitionRaising barriers to
entryProcrastination &
timingDefensive regulation
Attacking Directed investment ExperimentationCreating a centre of
gravityUndermining
barriers to entryFool's mate
(lower orders)
Ecosystem Alliances Co-creationILC
(sensing engines)Tower & moat 2 factor
Co-opting &intercession
Embrace &extend
CompetitorAmbush
(tech drops)Fragmentation play
Reinforcing competitorinertia
Sapping(multiple fronts)
MisdirectionRestriction of
movement (circling)Talent raid
Positional Land grabFirst mover
(Industrialisation)Fast follower(Innovation)
Weak signal /horizon
Poison Licensing play InsertionDesigned to fail
(community)
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
V
alueChain
Invisible
Traditional Media(DVDs etc)
InternetBroadcast
ProductionTalent
ProductionSystems
Commissioned AcquiredContent Pipeline
CRM
MarketAnalysis
Web Site
Streaming
ServiceRecommendation
Engine
WebServer
Compute
Power
ArtisticDirection
CreativeStudios
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
V
alueChain
Invisible
CRM
ProductionSystems
Traditional Media(DVDs etc)
Commissioned Acquired
InternetBroadcast
ArtisticDirection
ProductionTalent
MarketAnalysis
Web Site
StreamingService
WebServer
Compute
Power
Content Pipeline
CreativeStudios
RecommendationEngine
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
V
alueChain
Invisible
CRM
ProductionSystems
Traditional Media(DVDs etc)
Commissioned Acquired
InternetBroadcast
ArtisticDirection
ProductionTalent
MarketAnalysis
Web Site
StreamingService
WebServer
Compute
Power
Content Pipeline
+ Constraint
CreativeStudios
RecommendationEngine
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
V
alueChain
Invisible
CRM
ProductionSystems
CreativeStudios
Traditional Media(DVDs etc)
Commissioned Acquired
InternetBroadcast
ArtisticDirection
ProductionTalent
MarketAnalysis
Web Site
StreamingService
WebServer
Compute
Power
Content Pipeline
+ Constraint
Recommendation
Engine
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
V
alueChain
Invisible
CRM
ProductionSystems
CreativeStudios
Traditional Media(DVDs etc)
Commissioned Acquired
InternetBroadcast
ArtisticDirection
ProductionTalent
MarketAnalysis
Web Site
StreamingService
WebServer
Compute
Power
Content Pipeline
+ Constraint
Recommendation
Engine
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
-
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142/231
Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
V
alueChain
Invisible
CRM
CreativeStudios
Traditional Media(DVDs etc)
Commissioned Acquired
InternetBroadcast
ArtisticDirection
ProductionTalent
ProductionSystems
MarketAnalysis
Web Site
StreamingServiceRecommendation
Engine
WebServer
Compute
Power
Content Pipeline
+ Constraint
+ Constraint
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
V
alueChain
Invisible
CRM
CreativeStudios
Traditional Media(DVDs etc)
Commissioned Acquired
InternetBroadcast
ArtisticDirection
ProductionTalent
ProductionSystems
MarketAnalysis
Web Site
StreamingServiceRecommendation
Engine
WebServer
Compute
Power
Content Pipeline
+ Constraint
+ Constraint
+ Constraint
+ Constraint
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
V
alueChain
Invisible
CRM
CreativeStudios
Traditional Media(DVDs etc)
Commissioned Acquired
InternetBroadcast
ArtisticDirection
ProductionTalent
ProductionSystems
MarketAnalysis
Web Site
StreamingServiceRecommendation
Engine
WebServer
Compute
Power
Content Pipeline
+ Constraint
+ Constraint
+ Constraint
+ Constraint
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
V
alueChain
Invisible
CRM
CreativeStudios
Traditional Media(DVDs etc)
Commissioned Acquired
InternetBroadcast
ArtisticDirection
ProductionTalent
ProductionSystems
MarketAnalysis
Web Site
StreamingServiceRecommendation
Engine
WebServer
Compute
Power
Content Pipeline
+ Constraint
+ Constraint
+ Constraint
+ Constraint
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
V
alueChain
Invisible
CRM
CreativeStudios
Traditional Media(DVDs etc)
Commissioned Acquired
InternetBroadcast
ArtisticDirection
ProductionTalent
ProductionSystems
MarketAnalysis
Web Site
StreamingServiceRecommendation
Engine
WebServer
Compute
Power
Content Pipeline
+ Constraint
+ Constraint
+ Constraint
+ Constraint
Open
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
V
alueChain
Invisible
CRM
CreativeStudios
Traditional Media(DVDs etc)
Commissioned Acquired
InternetBroadcast
ArtisticDirection
ProductionTalent
ProductionSystems
MarketAnalysis
Web Site
StreamingServiceRecommendation
Engine
WebServer
Compute
Power
Content Pipeline
+ Constraint
+ Constraint
+ Constraint
+ Constraint
Open
Do you thinkCreative Studioswill oppose this?
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
V
alueChain
Invisible
CRM
CreativeStudios
Traditional Media(DVDs etc)
Commissioned Acquired
InternetBroadcast
ArtisticDirection
ProductionTalent
ProductionSystems
MarketAnalysis
Web Site
StreamingServiceRecommendation
Engine
WebServer
Compute
Power
Content Pipeline
+ Constraint
+ Constraint
+ Constraint
+ Constraint
Open
WHERE?
WHERE?
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
V
alueChain
Invisible
CRM
CreativeStudios
Traditional Media(DVDs etc)
Commissioned Acquired
InternetBroadcast
ArtisticDirection
ProductionTalent
ProductionSystems
MarketAnalysis
Web Site
StreamingServiceRecommendation
Engine
WebServer
Compute
Power
Content Pipeline
+ Constraint
+ Constraint
+ Constraint
+ Constraint
Open
WHERE?
WHERE?
Why?(strategy)
I B
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Situational Awareness
How?
What?
When?
Action
In Business ...
Where?(position & movement) Why?(strategy)
Focus Elements
Scope TV company
se
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Transactions We produce TV shows
Users Public
User Need Leisure time
Value Chain Components
Context Map
TacticsDuplication, Bias and
Methods
OrganisationalLearning
Economic Patterns
Structure Cell
Strategy
Attack the underlying
supply chain/ Fools mate
Purpos
Situational
Awareness
Doctrine
Leadership
Focus Elements Iterative
Scope TV company
se
The Game
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Transactions We produce TV shows
Users Public
User Need Leisure time
Value Chain Components
Context Map
Tactics Duplication, Bias and Methods
OrganisationalLearning
Economic Patterns
Structure Cell
Strategy
Attack the underlying supply
chain/ Fools mate
Purpos
Situational
Awareness
Doctrine
Leadership
The Play (Decide)
Observe
Orientate
Act
-
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Impact
Uncharted Industrialised
Visible
PlatformNew
Applications
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
V
alueChain
Invisible
ComputeCompute
Utility
Co-evolved
management
tools and
practice
(Devops)
Physical Server
Server OS
Guest OS
pp
(Developers)
2008
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Cloud 20102008
Windows
Other
RHEL
70% Ubuntu
WindowsRHEL
S h t?Learning
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Why?
How to?
So what?
Gameplay
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Versus
LOW
"Stories"
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LOW
levels ofsituationalawareness"secrets of the
sequence"
"meme copying"
"alignment"
"Tyranny of action"
"Visual reasoning / Context Specific"
HIGH
-
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"Position and movement"
"Wide co-ordination / collaboration /understanding"
HIGH
levels ofsituationalawareness
High
+ve Market Cap (7 yrs)
160 Hi-Tech companies in Silicon Valley, 2012
Size of the bubble = No. of Companies
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Chancers
Players
Low
Low High
-ve Market Cap (7 yrs)
Focus Company believes theyunderstand
Scope Common
ose
-
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Transactions Uncommon
Users Quite Rare
User Need Rare
Value Chain Rare
Context Very Rare
Tactics Very Rare
OrganisationalLearning
Very Rare
Structure Uncommon
Strategy Common
Purpo
Situational
Awareness
Doctrine
Leadership
The
missingmiddle
Most jumpfrom usercase to
structure
-
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Map
xyzxyzxyz
xyzxyz
xyz
xyz
xyz
xyz
1,2,3,4,5
1,2,3,4,51
,2,3,4
,5
Organisation
Customer
Leisure TimeAggregator
Branded
-
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Need
Customer
Aggregator
Branded
Leisure TimeVisible
needs
-
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CRM
Creative
Studios
Traditional Media(DVDs etc)Internet
Broadcast
Artistic Direction
Production Talent
ProductionSystems
MarketAnalysis
Content
Web Site
Streaming
Service
RecommendationEngine
WebServer
ComputePower
V
alueChain
Invisible
needs
needs
needsneeds
needs
needs
needs
needs
needs
needs
needs
needs
needs
needs
needs
needs
needs
needs
needs
needs
needs
needs
Value Chain
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
V
alueChain
Invisible
Traditional Media(DVDs etc)
InternetBroadcast
ProductionTalent
ProductionSystems
Commissioned AcquiredContent Pipeline
CRM
MarketAnalysis
Web Site
StreamingServiceRecommendation
Engine
WebServer
Compute
Power
ArtisticDirection
CreativeStudios
Map
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
V
alueChain
Invisible
CRM
Traditional Media(DVDs etc)
InternetBroadcast
ProductionTalent
ProductionSystems
MarketAnalysis
Web Site
StreamingServiceRecommendation
Engine
WebServer
Compute
Power
Commissioned AcquiredContent Pipeline
outsource / utility suppliers /
other dept / six sigma
off the shelf products / lean
in-house / a ile / d namic
Doctrine
ArtisticDirection
CreativeStudios
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
V
alueChain
Invisible
CRM
CreativeStudios
Traditional Media(DVDs etc)
Commissioned Acquired
InternetBroadcast
ArtisticDirection
ProductionTalent
ProductionSystems
MarketAnalysis
Web Site
StreamingServiceRecommendation
Engine
WebServer
Compute
Power
Content Pipeline
+ Constraint
+ Constraint
+ Constraint
+ Constraint
Open
WHERE?
WHERE?
Why?(strategy)
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The only people whocan map a business
are people within the
business.
No consultants
B t i l
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Bonus material
July, 2015 |Simon Wardley
Focus Gameplay
Basic Operations Focus on user needsSituational awareness
(communication,alignment)
Effective & efficient(methods, silos, bias,
rationalisation)
Structure & culture(PST)
Optimising Flow(financial, risk,
marketing, operation,profile)
Channel conflicts &disintermediation
LE CELG N
-
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User Perception Consumer education Bundling Creating artifical needsCreating a confusion
of choiceFUD (fear,
uncertainty, doubt)Artificial competition
Lobbying /counter
Accelerators Market EnablementOpen approaches(data, source etc)
Exploiting networkeffects
Co-operation Industrial policy
De-acceleratorsExploitation of existing
constraintsPatents & IPR
Creating constraints(supply chain)
Limitation ofcompetition
Dealing withtoxicity
Disposal of liability Sweat and dump Pig in a poke
Market Differentiation Pricing policyExploiting buyer /
supplier power
Harvesting Standards game Signal distortion
Defensive Threat acquisitionRaising barriers to
entryProcrastination &
timingDefensive regulation
Attacking Directed investment ExperimentationCreating a centre of
gravityUndermining
barriers to entryFool's mate
(lower orders)
Ecosystem Alliances Co-creationILC
(sensing engines)Tower & moat 2 factor
Co-opting &intercession
Embrace &extend
CompetitorAmbush
(tech drops)Fragmentation play
Reinforcing competitorinertia
Sapping(multiple fronts)
MisdirectionRestriction of
movement (circling)Talent raid
Positional Land grabFirst mover
(Industrialisation)Fast follower(Innovation)
Weak signal /horizon
Poison Licensing play InsertionDesigned to fail
(community)
Focus Gameplay
Basic Operations Focus on user needsSituational awareness
(communication,alignment)
Effective & efficient(methods, silos, bias,
rationalisation)
Structure & culture(PST)
Optimising Flow(financial, risk,
marketing, operation,profile)
Channel conflicts &disintermediation
LE CELG N
-
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171/231
User Perception Consumer education Bundling Creating artifical needsCreating a confusion
of choiceFUD (fear,
uncertainty, doubt)Artificial competition
Lobbying /counter
Accelerators Market EnablementOpen approaches(data, source etc)
Exploiting networkeffects
Co-operation Industrial policy
De-acceleratorsExploitation of existing
constraintsPatents & IPR
Creating constraints(supply chain)
Limitation ofcompetition
Dealing withtoxicity
Disposal of liability Sweat and dump Pig in a poke
Market Differentiation Pricing policyExploiting buyer /
supplier power
Harvesting Standards game Signal distortion
Defensive Threat acquisitionRaising barriers to
entryProcrastination &
timingDefensive regulation
Attacking Directed investment ExperimentationCreating a centre of
gravityUndermining
barriers to entryFool's mate
(lower orders)
Ecosystem Alliances Co-creationILC
(sensing engines)Tower & moat 2 factor
Co-opting &intercession
Embrace &extend
CompetitorAmbush
(tech drops)Fragmentation play
Reinforcing competitorinertia
Sapping(multiple fronts)
MisdirectionRestriction of
movement (circling)Talent raid
Positional Land grabFirst mover
(Industrialisation)Fast follower(Innovation)
Weak signal /horizon
Poison Licensing play InsertionDesigned to fail
(community)
Choose one ...
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+ Innovation
+ Customer
+ Efficiency
Uncharted Industrialised
Visible
-
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173/231
Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
ValueChain
Invisible
AmazonEC2
First Mover
Uncharted Industrialised
Visible
-
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174/231
Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
ValueChain
Invisible
Big Data
Uncharted Industrialised
Visible
-
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Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
ValueChain
Invisible
Leverage
Uncharted Industrialised
Visible
-
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176/231
Genesis Custom
Built
Product
(+ rental)
Commodity
(+ utility)
Evolution
ValueChain
Invisible
Amazon BigData (EMR)
Commoditize
Uncharted Industrialised
Visible
Innovate
-
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Genesis CustomBuilt
Product(+ rental)
Commodity
(+ utility)
Evolution
ValueChain
Invisible
Uncharted Industrialised
Visible
Commoditize
LeverageInnovate
-
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Genesis CustomBuilt
Product(+ rental)
Commodity
(+ utility)
Evolution
ValueChain
Invisible
Uncharted Industrialised
Visible
Commoditize
LeverageInnovate
-
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179/231
Genesis CustomBuilt
Product(+ rental)
Commodity
(+ utility)
Evolution
ValueChain
Invisible First Mover
Uncharted Industrialised
Visible
Commoditise
LeverageInnovate
-
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Genesis CustomBuilt
Product(+ rental)
Commodity
(+ utility)
Evolution
ValueChain
Invisible First Mover
Fast Follower
Uncharted Industrialised
Visible
Commoditise
LeverageInnovate
-
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Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility)
Evolution
ValueChain
Invisible
Fast Follower
First Mover
+ Stable revenue
+ Maximize Opportunity
-
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+ Maximize Opportunity
+ Innovation
+ Customer focus
+ Efficienc
Size
Rate of Release of New AW Services160
-
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0
40
80
120
2007 2008 2009 2010 2011 2012
Visible Uncharted Industrialised
Exploitable as
Customer
-
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Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility) Evolution
V
alueChain
Invisible
Exploitable as
as Platform
Experimentation
Visible Uncharted IndustrialisedCustomer
-
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185/231
Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility) Evolution
V
alueChain
Invisible
Ecosystem
Focus Gameplay
Basic Operations Focus on user needsSituational awareness
(communication,alignment)
Effective & efficient(methods, silos, bias,
rationalisation)
Structure & culture(PST)
Optimising Flow(financial, risk,
marketing, operation,profile)
Channel conflicts &disintermediation
User Perception Consumer education Bundling Creating artifical needsCreating a confusion FUD (fear,
Artificial competitionLobbying /
LE CELG N
-
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186/231
User Perception Consumer education Bundling Creating artifical needsg
of choice(
uncertainty, doubt)Artificial competition
y gcounter
Accelerators Market EnablementOpen approaches(data, source etc)
Exploiting networkeffects
Co-operation Industrial policy
De-acceleratorsExploitation of existing
constraintsPatents & IPR
Creating constraints(supply chain)
Limitation ofcompetition
Dealing withtoxicity
Disposal of liability Sweat and dump Pig in a poke
Market Differentiation Pricing policyExploiting buyer /
supplier power
Harvesting Standards game Signal distortion
Defensive Threat acquisitionRaising barriers to
entryProcrastination &
timingDefensive regulation
Attacking Directed investment ExperimentationCreating a centre of
gravityUndermining
barriers to entryFool's mate
(lower orders)
Ecosystem Alliances Co-creationILC
(sensing engines)Tower & moat 2 factor
Co-opting &intercession
Embrace &extend
CompetitorAmbush
(tech drops)Fragmentation play
Reinforcing competitorinertia
Sapping(multiple fronts)
MisdirectionRestriction of
movement (circling)Talent raid
Positional Land grabFirst mover
(Industrialisation)Fast follower(Innovation)
Weak signal /horizon
Poison Licensing play InsertionDesigned to fail
(community)
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
Commissioned Acquired
-
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Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility)
Evolution
ValueChain
Invisible
Traditional Media(DVDs etc)
InternetBroadcast
ProductionTalent
ProductionSystems
Content Pipeline
CRM
MarketAnalysis
Web Site
StreamingServiceRecommendation
Engine
WebServer
Compute
Power
ArtisticDirection
CreativeStudios
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
Commissioned Acquired
-
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188/231
Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility)
Evolution
ValueChain
Invisible
Traditional Media(DVDs etc)
InternetBroadcast
ProductionTalent
ProductionSystems
Content Pipeline
CRM
MarketAnalysis
Web Site
StreamingServiceRecommendation
Engine
WebServer
Compute
Power
ArtisticDirection
CreativeStudios
Financial Flow
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
Commissioned Acquired
-
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189/231
Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility)
Evolution
ValueChain
Invisible
CRM
Traditional Media(DVDs etc)
InternetBroadcast
ProductionTalent
ProductionSystems
MarketAnalysis
Web Site
StreamingServiceRecommendation
Engine
WebServer
Compute
Power
Content Pipeline
ArtisticDirection
CreativeStudios
Customer
LeisureTime
Branded Acquired
rev $ per show viewed
-
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Aggregator
CommissionedTraditional Media
(DVDs etc)
InternetBroadcast
Web Site
StreamingService
rev $ per show viewed
ArtisticDirection
Cost $ of show to produce
Cost $ per show
seen
Cost $ GB streamed
Fixed $ Cost
Cost $ per user vist
Fixed $ Cost
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
Commissioned AcquiredC t t Pi li
-
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191/231
Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility)
Evolution
ValueChain
Invisible
CRM
Creative
Studios
Traditional Media(DVDs etc)
InternetBroadcast
ArtisticDirection
ProductionTalent
ProductionSystems
MarketAnalysis
Web Site
StreamingServiceRecommendation
Engine
WebServer
Compute
Power
Content Pipeline
Fault Tree
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
Commissioned AcquiredC t t Pi li
-
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192/231
Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility)
Evolution
ValueChain
Invisible
CRM
Traditional Media(DVDs etc)
InternetBroadcast
ProductionTalent
ProductionSystems
MarketAnalysis
Web Site
StreamingServiceRecommendation
Engine
WebServer
Compute
Power
Content Pipeline
ArtisticDirection
CreativeStudiosPOSITION
MOVEMENT
FLOW
Focus Gameplay
Basic Operations Focus on user needsSituational awareness
(communication,alignment)
Effective & efficient(methods, silos, bias,
rationalisation)
Structure & culture(PST)
Optimising Flow(financial, risk,
marketing, operation,profile)
Channel conflicts &disintermediation
User Perception Consumer education Bundling Creating artifical needsCreating a confusion
of choiceFUD (fear,
uncertainty doubt)Artificial competition
Lobbying /counter
LE CELG N
-
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p g gof choice uncertainty, doubt)
pcounter
Accelerators Market Enablement Open approaches(data, source etc)
Exploiting networkeffects
Co-operation Industrial policy
De-acceleratorsExploitation of existing
constraintsPatents & IPR
Creating constraints(supply chain)
Limitation ofcompetition
Dealing withtoxicity
Disposal of liability Sweat and dump Pig in a poke
Market Differentiation Pricing policyExploiting buyer /
supplier powerHarvesting Standards game Signal distortion
Defensive Threat acquisitionRaising barriers to
entryProcrastination &
timingDefensive regulation
Attacking Directed investment ExperimentationCreating a centre of
gravityUndermining
barriers to entryFool's mate
(lower orders)
Ecosystem Alliances Co-creationILC
(sensing engines)Tower & moat 2 factor
Co-opting &intercession
Embrace &extend
CompetitorAmbush
(tech drops)Fragmentation play
Reinforcing competitorinertia
Sapping(multiple fronts)
MisdirectionRestriction of
movement (circling)Talent raid
Positional Land grabFirst mover
(Industrialisation)Fast follower(Innovation)
Weak signal /horizon
Poison Licensing play InsertionDesigned to fail
(community)
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
Commissioned AcquiredContent Pipeline
-
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194/231
Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility)
Evolution
ValueChain
Invisible
CRM
Creative
Studios
Traditional Media(DVDs etc)
InternetBroadcast
ArtisticDirection
ProductionTalent
ProductionSystems
MarketAnalysis
Web Site
StreamingServiceRecommendation
Engine
WebServer
Compute
Power
Content Pipeline
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
Commissioned AcquiredContent Pipeline
Team 2Team 3
Team 1
-
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Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility)
Evolution
ValueChain
Invisible
CRM
Creative
Studios
Traditional Media(DVDs etc)
InternetBroadcast
ArtisticDirection
ProductionTalent
ProductionSystems
MarketAnalysis
Web Site
StreamingServiceRecommendation
Engine
WebServer
Compute
Power
Content Pipeline
Team 10
Team 9
Team 6Team 5
Team 4
Team 7
Team 8
Uncharted Industrialised
Visible
-
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Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility)
Evolution
ValueChain
Invisible
Creative
Studios
ProductionTalent
WebServer
Compute
Power
Team 10
Team 7
Uncharted Industrialised
Visible
-
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197/231
Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility)
Evolution
ValueChain
Invisible
Creative
Studios
ProductionTalent
WebServer
Compute
Power
Team 10
Team 7
Engineering
Engineering
Uncharted Industrialised
Visible
SIX SIGMA / OUTSOURCEStrongWeak
AGILE / IN-HOUSE
Strong Weak
-
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Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility)
Evolution
ValueChain
Invisible
Creative
Studios
ProductionTalent
WebServer
Compute
Power
Team 10
Team 7
StrongWeak
Engineering
Engineering
Uncharted Industrialised
Visible
SIX SIGMA / OUTSOURCEStrongWeak
AGILE / IN-HOUSE
Strong Weak
-
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Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility)
Evolution
ValueChain
Invisible
Creative
Studios
ProductionTalent
Team 7
StrongWeak
Engineering
MOVEMENT
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
Commissioned AcquiredContent Pipeline
Team 2Team 3
Team 1
-
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200/231
Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility)
Evolution
ValueChain
Invisible
CRM
Creative
Studios
Traditional Media(DVDs etc)
InternetBroadcast
ArtisticDirection
ProductionTalent
ProductionSystems
MarketAnalysis
Web Site
StreamingServiceRecommendation
Engine
WebServer
Compute
Power
p
Team 10
Team 9
Team 6Team 5
Team 4
Team 7
Team 8
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
Commissioned AcquiredContent Pipeline
Team 3
-
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201/231
Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility)
Evolution
ValueChain
Invisible
CRM
Creative
Studios
Traditional Media(DVDs etc)
InternetBroadcast
ArtisticDirection
ProductionTalent
ProductionSystems
MarketAnalysis
Web Site
StreamingServiceRecommendation
Engine
WebServer
Compute
Power
p
Team 10
Team 9
Team 6Team 5
Team 4
Team 8
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
Commissioned AcquiredContent Pipeline
-
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202/231
Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility)
Evolution
ValueChain
Invisible
CRM
Creative
Studios
Traditional Media(DVDs etc)
InternetBroadcast
ArtisticDirection
ProductionTalent
ProductionSystems
MarketAnalysis
Web Site
StreamingServiceRecommendation
Engine
WebServer
Compute
Power
p
Team 10
Team 9
Team 5
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
Commissioned AcquiredContent Pipeline
-
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203/231
Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility)
Evolution
ValueChain
Invisible
CRM
Creative
Studios
Traditional Media(DVDs etc)
InternetBroadcast
ArtisticDirection
ProductionTalent
ProductionSystems
MarketAnalysis
Web Site
StreamingServiceRecommendation
Engine
WebServer
Compute
Power
Rare
Poorly Understood
Deals with ...Growing
Increasing Education
Deals with ...Common
Well Defined
Deals with ...
Steals Steals
Uses Components From
-
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Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility)
Evolution
Differential & Novel
High Future value
Constantly changing
Undefined Market
Happy with ...
Failure
Gambling & Gut Feel
Experimentation
Uncertainty
Methods ... Agile
Uses common components
Creative Mind, Path Finder
Exploration
Feature Differentiation
High Profitability
Maturing Products
Growing Market
Happy with ...
Constant Improvement
Market Analysis
Feedback
Trend Spotting
Methods ... Lean
Machiavellian, Tactical Mind
Listening
Essential Cost of Doing Business
High Volume
Standardised & Stable
Mature Market
Happy with ...
Opertional Efficiency
Metric Driven
Analytics
Scientifc Modelling
Methods ... Six Sigma
Industrialist, War Maker
Building what is needed
Mines / Nurtures Ecosystems Builds Ecosystems
Type ...
Speed above all else Empires of ScaleMakes success happen
Rare
Poorly Understood
Deals with ...Growing
Increasing Education
Deals with ...Common
Well Defined
Deals with ...
Steals Steals
Uses Components From
-
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205/231
Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility)
Evolution
Differential & Novel
High Future value
Constantly changing
Undefined Market
Happy with ...
Failure
Gambling & Gut Feel
Experimentation
Uncertainty
Methods ... Agile
Uses common components
Creative Mind, Path Finder
Exploration
Feature Differentiation
High Profitability
Maturing Products
Growing Market
Happy with ...
Constant Improvement
Market Analysis
Feedback
Trend Spotting
Methods ... Lean
Machiavellian, Tactical Mind
Listening
Essential Cost of Doing Business
High Volume
Standardised & Stable
Mature Market
Happy with ...
Opertional Efficiency
Metric Driven
Analytics
Scientifc Modelling
Methods ... Six Sigma
Industrialist, War Maker
Building what is needed
Mines / Nurtures Ecosystems Builds Ecosystems
Type ...
Speed above all else Empires of ScaleMakes success happen
Type
Rare
Poorly Understood
ff
Deals with ...Growing
Increasing Education
ff
Deals with ...Common
Well Defined
C f
Deals with ...
Steals Steals
Uses Components From
-
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206/231
Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility)
Evolution
Differential & Novel
High Future value
Constantly changing
Undefined Market
Happy with ...
Failure
Gambling & Gut Feel
Experimentation
Uncertainty
Methods ... Agile
Uses common components
Creative Mind, Path Finder
Exploration
Feature Differentiation
High Profitability
Maturing Products
Growing Market
Happy with ...
Constant Improvement
Market Analysis
Feedback
Trend Spotting
Methods ... Lean
Machiavellian, Tactical Mind
Listening
Essential Cost of Doing Business
High Volume
Standardised & Stable
Mature Market
Happy with ...
Opertional Efficiency
Metric Driven
Analytics
Scientifc Modelling
Methods ... Six Sigma
Industrialist, War Maker
Building what is needed
Mines / Nurtures Ecosystems Builds Ecosystems
Type ...
Speed above all else Empires of ScaleMakes success happen
Culture
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1993
-
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No Hierarchy!
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
Commissioned AcquiredContent Pipeline
-
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Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility)
Evolution
ValueChain
Invisible
CRM
Creative
Studios
Traditional Media(DVDs etc)
InternetBroadcast
ArtisticDirection
ProductionTalent
ProductionSystems
MarketAnalysis
Web Site
StreamingServiceRecommendation
Engine
WebServer
Compute
Power
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
BrandedContent
Commissioned AcquiredContent Pipeline
-
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210/231
Genesis CustomBuilt
Product(+ rental)
Commodity(+ utility)
Evolution
ValueChain
Invisible
CRM
Creative
Studios
Traditional Media(DVDs etc)
InternetBroadcast
ArtisticDirection
ProductionTalent
ProductionSystems
MarketAnalysis
Web Site
StreamingServiceRecommendation
Engine
WebServer
Compute
Power
Uncharted Industrialised
Visible
Customer
Leisure TimeAggregator
Bra