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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

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