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@cory_foy | #lakc19
DEFENDING COMMODITIZATION
CORY FOY
@cory_foy | #lakc19
@cory_foy | #lakc19
12600 Quivira Road
Overland Park, KS 66213
@cory_foy | #lakc19
12600 Quivira Road
Overland Park, KS 66213
@cory_foy | #lakc19
@cory_foy | #lakc19
@cory_foy | #lakc19
@cory_foy | #lakc19
ValueChainVisibleInvisible
User
Cup of Tea
Tea
Hot Water
Water
Kettle
Power
@cory_foy | #lakc19
https://flickr.com/photos/ebbost/33905584918
https://flickr.com/photos/trummdum/14522035330
https://flick...
@cory_foy | #lakc19
Scale: 1:24000
1 inch = 2,000 feet
POTENTIALCONTEXT
@cory_foy | #lakc19
@cory_foy | #lakc19
@cory_foy | #lakc19
@cory_foy | #lakc19
@cory_foy | #lakc19
@cory_foy | #lakc19
@cory_foy | #lakc19
THE PERSON TELLING THE STORY
DETERMINES WHAT’S POSSIBLE IN THE
STORY
Jabe Bloom
@cory_foy | #lakc19
@cory_foy | #lakc19
@cory_foy | #lakc19
Genesis Custom Built Product / Rental Utility / Commodity
COMPUTING
POWER
STORAGE
@cory_foy | #lakc19
@cory_foy | #lakc19
@cory_foy | #lakc19WARDLEY MAP
NOT DIE OF
STARVATION
MAKE
SANDWICH
BAKE BREAD
MILL WHEAT
GROW WHEAT
SLICE
TOMATOES
PICK
TO...
@cory_foy | #lakc19
Genesis Custom Built Product / Rental Utility / Commodity
WARDLEY MAP
NOT DIE OF
STARVATION
MAKE
SANDW...
@cory_foy | #lakc19
SANDWICH SUPPLIER
Genesis Custom Built Product / Rental Utility / Commodity
WARDLEY MAP
NOT DIE OF
STA...
@cory_foy | #lakc19
Genesis Custom Built Product / Rental Utility / Commodity
WARDLEY MAP
APIS
APPLICATION
MICROSERVICE TO...
@cory_foy | #lakc19
AUDIENCE PARTICIPATION!
TIME FOR
@cory_foy | #lakc19
@cory_foy | #lakc19BOYD’S OODA LOOP
@cory_foy | #lakc19
@cory_foy | #lakc19
@cory_foy | #lakc19
(In this presentation, MedCo, Inc is a fictitious company. Any similarities to previous or current comp...
@cory_foy | #lakc19
Genesis Custom Built Product / Rental Utility / Commodity
WARDLEY MAP
SECURELY ENTER AND
RETRIEVE PATI...
@cory_foy | #lakc19
SOLVED25 YEAR
HEAD START
NOT WORRIED
@cory_foy | #lakc19
@cory_foy | #lakc19
SOLD
@cory_foy | #lakc19“EVERY GROCERY STORE ON EARTH”
@cory_foy | #lakc19
THE ART OF WAR IS OF VITAL
IMPORTANCE TO THE STATE
Sun Tzu
@cory_foy | #lakc19
@cory_foy | #lakc19
From: https://strategy-madlibs.herokuapp.com/
@cory_foy | #lakc19
OUR VISION IS TO BE EARTH’S MOST CUSTOMER-CENTRIC
COMPANY; TO BUILD A PLACE WHERE PEOPLE CAN COME
TO F...
@cory_foy | #lakc19
OUR VISION IS TO BE EARTH’S MOST CUSTOMER-CENTRIC
COMPANY; TO BUILD A PLACE WHERE PEOPLE CAN COME
TO F...
@cory_foy | #lakc19
EMPOWERING HEALTHCARE
PROVIDERS TO SEAMLESSLY
COLLECT, ANALYZE AND IMPROVE
PATIENT OUTCOMES THROUGH DA...
@cory_foy | #lakc19
@cory_foy | #lakc19
USER NEEDS?
LANDSCAPE
@cory_foy | #lakc19LANDSCAPE
IMPROVE PATIENT
OUTCOMES
PATIENT
INFORMATION
PROVIDER
INTERACTIONS
HEALTH METRIC
CHECKS
HISTO...
@cory_foy | #lakc19
Genesis Custom Built Product / Rental Utility / Commodity
LANDSCAPE
IMPROVE PATIENT
OUTCOMES
PATIENT
I...
@cory_foy | #lakc19
HOW DO YOU TREAT A COMPONENT?
HOW DOES THE REST OF THE INDUSTRY
TREAT THE SAME COMPONENT?
Cat Swetel
@cory_foy | #lakc19
Genesis Custom Built Product / Rental Utility / Commodity
LANDSCAPE
IMPROVE PATIENT
OUTCOMES
PATIENT
I...
@cory_foy | #lakc19PURPOSE-BASED ALIGNMENT MODEL
ALIGNMENT TO BUSINESS PURPOSE
MARKETDIFFERENTIATION
OUTCOME
ANALYZEREVERY...
@cory_foy | #lakc19
@cory_foy | #lakc19
Genesis Custom Built Product / Rental Utility / Commodity
LANDSCAPE
IMPROVE PATIENT
OUTCOMES
PATIENT
I...
@cory_foy | #lakc19
@cory_foy | #lakc19
POTENTIAL GAMEPLAYS
▸ Education
▸ Brand +
Marketing
▸ Network Effects
▸ Exploit
Constraints
▸ Limitati...
@cory_foy | #lakc19
@cory_foy | #lakc19
SUGGESTED GAMEPLAYS
UNDERLYING NEED: HIGH AGILITY OPERATING MODEL
CENTER OF GRAVITY DIFFERENTIATION RE...
@cory_foy | #lakc19
Genesis Custom Built Product / Rental Utility / Commodity
WARDLEY MAP
APIS
APPLICATION
MICROSERVICE TO...
@cory_foy | #lakc19
Genesis Custom Built Product / Rental Utility / Commodity
WARDLEY MAP
APIS
COMPONENT
INNOVATE
COMPONEN...
@cory_foy | #lakc19
Genesis Custom Built Product / Rental Utility / Commodity
WARDLEY MAP
APIS
COMPONENT
INNOVATE
COMPONEN...
@cory_foy | #lakc19
Genesis Custom Built Product / Rental Utility / Commodity
LANDSCAPE
IMPROVE PATIENT
OUTCOMES
PATIENT
I...
@cory_foy | #lakc19
Genesis Custom Built Product / Rental Utility / Commodity
LANDSCAPE
IMPROVE PATIENT
OUTCOMES
PATIENT
I...
@cory_foy | #lakc19
Genesis Custom Built Product / Rental Utility / Commodity
LANDSCAPE
IMPROVE PATIENT
OUTCOMES
PATIENT
I...
@cory_foy | #lakc19https://flickr.com/photos/sbeebe/7974757077
@cory_foy | #lakc19
https://flickr.com/photos/kansasscanner/32745982373
PERSONAL SAFETY LIFE SAFETY PROPERTY SAFETY
@cory_foy | #lakc19
@cory_foy | #lakc19
SCENE SIZE UP
▸ Capacity to Deliver?
https://flickr.com/photos/strolicfurlan/9254690996
@cory_foy | #lakc19
SCENE SIZE UP
▸ Capacity to Deliver?
▸ Measures of Successful Execution of
Gameplay?
https://flickr.com...
@cory_foy | #lakc19
SCENE SIZE UP
▸ Capacity to Deliver?
▸ Measures of Successful Execution of
Gameplay?
▸ Current Portfol...
@cory_foy | #lakc19
SCENE SIZE UP
▸ Capacity to Deliver?
▸ Measures of Successful Execution of
Gameplay?
▸ Current Portfol...
@cory_foy | #lakc19
SCENE SIZE UP
▸ Capacity to Deliver?
▸ Measures of Successful Execution of
Gameplay?
▸ Current Portfol...
@cory_foy | #lakc19
@cory_foy | #lakc19
@cory_foy | #lakc19
KEY TAKEAWAYS
START WITH PURPOSE
GAIN SITUATIONAL AWARENESS FROM YOUR LANDSCAPE
UNDERSTAND THE CLIMATE...
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Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 1 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 2 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 3 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 4 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 5 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 6 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 7 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 8 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 9 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 10 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 11 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 12 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 13 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 14 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 15 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 16 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 17 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 18 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 19 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 20 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 21 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 22 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 23 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 24 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 25 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 26 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 27 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 28 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 29 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 30 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 31 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 32 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 33 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 34 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 35 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 36 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 37 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 38 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 39 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 40 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 41 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 42 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 43 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 44 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 45 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 46 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 47 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 48 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 49 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 50 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 51 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 52 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 53 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 54 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 55 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 56 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 57 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 58 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 59 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 60 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 61 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 62 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 63 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 64 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 65 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 66 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 67 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 68 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 69 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 70 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 71 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 72 Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market Slide 73
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Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market

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One of the goals of agility is to be able to respond rapidly to market change. But do you feel prepared to wake up to a product announcement from Amazon disrupting your entire business? Would you know what steps to take?

Instead of being worried, we can get mapping! Wardley Mapping, coined by Simon Wardley, is a way of understanding markets and components in a way that allows us to visualize and anticipate change in markets - and develop strategies and gameplays for how we can respond to them.

This session uses several real-world cases of work with organizations to map their landscape and show the strategies and gameplays that allowed them to reshape where they were headed - and allow you to understand your organization’s market and how you can think about features and product direction.

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Defending Commoditization: Mapping Gameplays and Strategies to Stay Ahead in Your Market

  1. 1. @cory_foy | #lakc19 DEFENDING COMMODITIZATION CORY FOY
  2. 2. @cory_foy | #lakc19
  3. 3. @cory_foy | #lakc19 12600 Quivira Road Overland Park, KS 66213
  4. 4. @cory_foy | #lakc19 12600 Quivira Road Overland Park, KS 66213
  5. 5. @cory_foy | #lakc19
  6. 6. @cory_foy | #lakc19
  7. 7. @cory_foy | #lakc19
  8. 8. @cory_foy | #lakc19 ValueChainVisibleInvisible User Cup of Tea Tea Hot Water Water Kettle Power
  9. 9. @cory_foy | #lakc19 https://flickr.com/photos/ebbost/33905584918 https://flickr.com/photos/trummdum/14522035330 https://flickr.com/photos/wombatarama/36154127602
  10. 10. @cory_foy | #lakc19 Scale: 1:24000 1 inch = 2,000 feet POTENTIALCONTEXT
  11. 11. @cory_foy | #lakc19
  12. 12. @cory_foy | #lakc19
  13. 13. @cory_foy | #lakc19
  14. 14. @cory_foy | #lakc19
  15. 15. @cory_foy | #lakc19
  16. 16. @cory_foy | #lakc19
  17. 17. @cory_foy | #lakc19 THE PERSON TELLING THE STORY DETERMINES WHAT’S POSSIBLE IN THE STORY Jabe Bloom
  18. 18. @cory_foy | #lakc19
  19. 19. @cory_foy | #lakc19
  20. 20. @cory_foy | #lakc19 Genesis Custom Built Product / Rental Utility / Commodity COMPUTING POWER STORAGE
  21. 21. @cory_foy | #lakc19
  22. 22. @cory_foy | #lakc19
  23. 23. @cory_foy | #lakc19WARDLEY MAP NOT DIE OF STARVATION MAKE SANDWICH BAKE BREAD MILL WHEAT GROW WHEAT SLICE TOMATOES PICK TOMATOES GROW TOMATOES
  24. 24. @cory_foy | #lakc19 Genesis Custom Built Product / Rental Utility / Commodity WARDLEY MAP NOT DIE OF STARVATION MAKE SANDWICH BAKE BREAD MILL WHEAT GROW WHEAT SLICE TOMATOES PICK TOMATOES GROW TOMATOES
  25. 25. @cory_foy | #lakc19 SANDWICH SUPPLIER Genesis Custom Built Product / Rental Utility / Commodity WARDLEY MAP NOT DIE OF STARVATION MAKE SANDWICH BUY BREAD BUY SLICED TOMATOES AGILE METHODS LEAN METHODS SIX SIGMA METHODS
  26. 26. @cory_foy | #lakc19 Genesis Custom Built Product / Rental Utility / Commodity WARDLEY MAP APIS APPLICATION MICROSERVICE TOWER MOAT INNOVATE, LEVERAGE, COMMODITIZE TOWER AND MOAT
  27. 27. @cory_foy | #lakc19
  28. 28. AUDIENCE PARTICIPATION! TIME FOR @cory_foy | #lakc19
  29. 29. @cory_foy | #lakc19BOYD’S OODA LOOP
  30. 30. @cory_foy | #lakc19
  31. 31. @cory_foy | #lakc19
  32. 32. @cory_foy | #lakc19 (In this presentation, MedCo, Inc is a fictitious company. Any similarities to previous or current companies is purely coincidental. Forward looking statements are based on pure conjecture and no knowledge of Amazon’s execution plans)
  33. 33. @cory_foy | #lakc19 Genesis Custom Built Product / Rental Utility / Commodity WARDLEY MAP SECURELY ENTER AND RETRIEVE PATIENT INFORMATION PATIENT INFORMATION DATA ENTRY DATA SEARCH SECURITY ACCESS LOG CHART ATTACHMENTS DATABASE DATA STORAGE COMPUTE CAPACITY
  34. 34. @cory_foy | #lakc19 SOLVED25 YEAR HEAD START NOT WORRIED
  35. 35. @cory_foy | #lakc19
  36. 36. @cory_foy | #lakc19 SOLD
  37. 37. @cory_foy | #lakc19“EVERY GROCERY STORE ON EARTH”
  38. 38. @cory_foy | #lakc19 THE ART OF WAR IS OF VITAL IMPORTANCE TO THE STATE Sun Tzu
  39. 39. @cory_foy | #lakc19
  40. 40. @cory_foy | #lakc19 From: https://strategy-madlibs.herokuapp.com/
  41. 41. @cory_foy | #lakc19 OUR VISION IS TO BE EARTH’S MOST CUSTOMER-CENTRIC COMPANY; TO BUILD A PLACE WHERE PEOPLE CAN COME TO FIND AND DISCOVER ANYTHING THEY MIGHT WANT TO BUY ONLINE Amazon’s Mission Statement
  42. 42. @cory_foy | #lakc19 OUR VISION IS TO BE EARTH’S MOST CUSTOMER-CENTRIC COMPANY; TO BUILD A PLACE WHERE PEOPLE CAN COME TO FIND AND DISCOVER ANYTHING THEY MIGHT WANT TO BUY ONLINE Amazon’s Mission Statement
  43. 43. @cory_foy | #lakc19 EMPOWERING HEALTHCARE PROVIDERS TO SEAMLESSLY COLLECT, ANALYZE AND IMPROVE PATIENT OUTCOMES THROUGH DATA
  44. 44. @cory_foy | #lakc19
  45. 45. @cory_foy | #lakc19 USER NEEDS? LANDSCAPE
  46. 46. @cory_foy | #lakc19LANDSCAPE IMPROVE PATIENT OUTCOMES PATIENT INFORMATION PROVIDER INTERACTIONS HEALTH METRIC CHECKS HISTORICAL PATIENT OUTCOMES METRIC RECORDING INTERACTION RECORDING EXTERNAL INTERACTIONS MEDICINE RECORDING SELF REPORTING OUTCOME ANALYZER AUGMENTED ADVICE
  47. 47. @cory_foy | #lakc19 Genesis Custom Built Product / Rental Utility / Commodity LANDSCAPE IMPROVE PATIENT OUTCOMES PATIENT INFORMATION PROVIDER INTERACTIONS HEALTH METRIC CHECKS HISTORICAL PATIENT OUTCOMES METRIC RECORDING INTERACTION RECORDING EXTERNAL INTERACTIONS MEDICINE RECORDINGSELF REPORTING OUTCOME ANALYZER AUGMENTED ADVICE
  48. 48. @cory_foy | #lakc19 HOW DO YOU TREAT A COMPONENT? HOW DOES THE REST OF THE INDUSTRY TREAT THE SAME COMPONENT? Cat Swetel
  49. 49. @cory_foy | #lakc19 Genesis Custom Built Product / Rental Utility / Commodity LANDSCAPE IMPROVE PATIENT OUTCOMES PATIENT INFORMATION PROVIDER INTERACTIONS HEALTH METRIC CHECKS HISTORICAL PATIENT OUTCOMES METRIC RECORDING INTERACTION RECORDING EXTERNAL INTERACTIONS MEDICINE RECORDINGSELF REPORTING OUTCOME ANALYZER AUGMENTED ADVICE POSSIBLE AREA OF ATTACK
  50. 50. @cory_foy | #lakc19PURPOSE-BASED ALIGNMENT MODEL ALIGNMENT TO BUSINESS PURPOSE MARKETDIFFERENTIATION OUTCOME ANALYZEREVERYTHING ELSE EVERYTHING ELSE EVERYTHING ELSE EVERYTHING ELSE EVERYTHING ELSE EVERYTHING ELSE EVERYTHING ELSE EVERYTHING ELSE
  51. 51. @cory_foy | #lakc19
  52. 52. @cory_foy | #lakc19 Genesis Custom Built Product / Rental Utility / Commodity LANDSCAPE IMPROVE PATIENT OUTCOMES PATIENT INFORMATION PROVIDER INTERACTIONS HEALTH METRIC CHECKS HISTORICAL PATIENT OUTCOMES METRIC RECORDING INTERACTION RECORDING EXTERNAL INTERACTIONS MEDICINE RECORDINGSELF REPORTING OUTCOME ANALYZER AUGMENTED ADVICE POSSIBLE AREA OF ATTACK
  53. 53. @cory_foy | #lakc19
  54. 54. @cory_foy | #lakc19 POTENTIAL GAMEPLAYS ▸ Education ▸ Brand + Marketing ▸ Network Effects ▸ Exploit Constraints ▸ Limitations of Competitors ▸ Alliances ▸ Innovation-Leverage- Commoditize ▸ Embrace + Extend ▸ Reinforce Competitor Inertia ▸ Restriction of Movement ▸ Disposal of Liability ▸ Differentiation ▸ Pricing Policy ▸ Center of Gravity ▸ Fool’s Mate ▸ Bundling ▸ Standards Play ▸ Land Grab ▸ Ecosystem ▸ License Play
  55. 55. @cory_foy | #lakc19
  56. 56. @cory_foy | #lakc19 SUGGESTED GAMEPLAYS UNDERLYING NEED: HIGH AGILITY OPERATING MODEL CENTER OF GRAVITY DIFFERENTIATION RESTRICTION OF MOVEMENT EXPLOITING CONSTRAINTS AND LIMITATIONS Why do customers love us? How can we reinforce that - or find where they don’t and make sure they’re not easily exploitable? What are the things that set us apart from our competitors? Are there ways to slow the pace of competitors closing the gaps on these? How can we make it hard for customers to move - either through restrictions, or because the value of our platform is so great? Why do customers love our competitor? Why would they move? Can we exploit weaknesses and limitations our competitors have?
  57. 57. @cory_foy | #lakc19 Genesis Custom Built Product / Rental Utility / Commodity WARDLEY MAP APIS APPLICATION MICROSERVICE TOWER MOAT INNOVATE, LEVERAGE, COMMODITIZE TOWER AND MOAT
  58. 58. @cory_foy | #lakc19 Genesis Custom Built Product / Rental Utility / Commodity WARDLEY MAP APIS COMPONENT INNOVATE COMPONENTCOMMODITIZE COMMODITIZE
  59. 59. @cory_foy | #lakc19 Genesis Custom Built Product / Rental Utility / Commodity WARDLEY MAP APIS COMPONENT INNOVATE COMPONENTCOMMODITIZE INNOVATE FUTURE COMPONENT COMMODITIZE FUTURE COMPONENT FUTURE STATE BET FUTURE APIS COMMODITIZE
  60. 60. @cory_foy | #lakc19 Genesis Custom Built Product / Rental Utility / Commodity LANDSCAPE IMPROVE PATIENT OUTCOMES PATIENT INFORMATION HISTORICAL PATIENT OUTCOMES EXTERNAL INTERACTIONS SELF REPORTING OUTCOME ANALYZER AUGMENTED ADVICE AI/ML AS A SERVICE
  61. 61. @cory_foy | #lakc19 Genesis Custom Built Product / Rental Utility / Commodity LANDSCAPE IMPROVE PATIENT OUTCOMES PATIENT INFORMATION HISTORICAL PATIENT OUTCOMES EXTERNAL INTERACTIONS SELF REPORTING OUTCOME ANALYZER AUGMENTED ADVICE POSSIBLE AREA OF ATTACK APIS
  62. 62. @cory_foy | #lakc19 Genesis Custom Built Product / Rental Utility / Commodity LANDSCAPE IMPROVE PATIENT OUTCOMES PATIENT INFORMATION HISTORICAL PATIENT OUTCOMES EXTERNAL INTERACTIONS SELF REPORTING OUTCOME ANALYZER POSSIBLE AREA OF ATTACK AUGMENTED ADVICE AI/ML AS A SERVICE CENTER OF GRAVITY DIFFERENTIATION EMBRACE AND EXTEND FUTURE ILC APIS
  63. 63. @cory_foy | #lakc19https://flickr.com/photos/sbeebe/7974757077
  64. 64. @cory_foy | #lakc19 https://flickr.com/photos/kansasscanner/32745982373 PERSONAL SAFETY LIFE SAFETY PROPERTY SAFETY
  65. 65. @cory_foy | #lakc19
  66. 66. @cory_foy | #lakc19 SCENE SIZE UP ▸ Capacity to Deliver? https://flickr.com/photos/strolicfurlan/9254690996
  67. 67. @cory_foy | #lakc19 SCENE SIZE UP ▸ Capacity to Deliver? ▸ Measures of Successful Execution of Gameplay? https://flickr.com/photos/strolicfurlan/9254690996
  68. 68. @cory_foy | #lakc19 SCENE SIZE UP ▸ Capacity to Deliver? ▸ Measures of Successful Execution of Gameplay? ▸ Current Portfolio? https://flickr.com/photos/strolicfurlan/9254690996
  69. 69. @cory_foy | #lakc19 SCENE SIZE UP ▸ Capacity to Deliver? ▸ Measures of Successful Execution of Gameplay? ▸ Current Portfolio? ▸ Sequence of Work to Succeed? https://flickr.com/photos/strolicfurlan/9254690996
  70. 70. @cory_foy | #lakc19 SCENE SIZE UP ▸ Capacity to Deliver? ▸ Measures of Successful Execution of Gameplay? ▸ Current Portfolio? ▸ Sequence of Work to Succeed? https://flickr.com/photos/strolicfurlan/9254690996
  71. 71. @cory_foy | #lakc19
  72. 72. @cory_foy | #lakc19
  73. 73. @cory_foy | #lakc19 KEY TAKEAWAYS START WITH PURPOSE GAIN SITUATIONAL AWARENESS FROM YOUR LANDSCAPE UNDERSTAND THE CLIMATE AND YOUR DOCTRINE FORMULATE HYPOTHESISES LEAD THE ACTION CONTINUE THE LOOP - ALWAYS BE OBSERVING AND ORIENTING Wardley Maps Wiki: http://wardleypedia.org/mediawiki/index.php/Main_Page Mapping Mondays: https://blog.coryfoy.com/mapping-mondays Simon’s Book (WIP): https://medium.com/wardleymaps Contact Info: foyc@coryfoy.com

One of the goals of agility is to be able to respond rapidly to market change. But do you feel prepared to wake up to a product announcement from Amazon disrupting your entire business? Would you know what steps to take? Instead of being worried, we can get mapping! Wardley Mapping, coined by Simon Wardley, is a way of understanding markets and components in a way that allows us to visualize and anticipate change in markets - and develop strategies and gameplays for how we can respond to them. This session uses several real-world cases of work with organizations to map their landscape and show the strategies and gameplays that allowed them to reshape where they were headed - and allow you to understand your organization’s market and how you can think about features and product direction.

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