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. @cory_foy | #lakc19 DEFENDING COMMODITIZATION CORY FOY
- 3. @cory_foy | #lakc19 12600 Quivira Road Overland Park, KS 66213
- 4. @cory_foy | #lakc19 12600 Quivira Road Overland Park, KS 66213
- 8. @cory_foy | #lakc19 ValueChainVisibleInvisible User Cup of Tea Tea Hot Water Water Kettle Power
- 10. @cory_foy | #lakc19 Scale: 1:24000 1 inch = 2,000 feet POTENTIALCONTEXT
- 17. @cory_foy | #lakc19 THE PERSON TELLING THE STORY DETERMINES WHAT’S POSSIBLE IN THE STORY Jabe Bloom
- 20. @cory_foy | #lakc19 Genesis Custom Built Product / Rental Utility / Commodity COMPUTING POWER STORAGE
- 23. @cory_foy | #lakc19WARDLEY MAP NOT DIE OF STARVATION MAKE SANDWICH BAKE BREAD MILL WHEAT GROW WHEAT SLICE TOMATOES PICK TOMATOES GROW TOMATOES
- 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. @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. @cory_foy | #lakc19 Genesis Custom Built Product / Rental Utility / Commodity WARDLEY MAP APIS APPLICATION MICROSERVICE TOWER MOAT INNOVATE, LEVERAGE, COMMODITIZE TOWER AND MOAT
- 28. AUDIENCE PARTICIPATION! TIME FOR @cory_foy | #lakc19
- 29. @cory_foy | #lakc19BOYD’S OODA LOOP
- 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. @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. @cory_foy | #lakc19 SOLVED25 YEAR HEAD START NOT WORRIED
- 37. @cory_foy | #lakc19“EVERY GROCERY STORE ON EARTH”
- 38. @cory_foy | #lakc19 THE ART OF WAR IS OF VITAL IMPORTANCE TO THE STATE Sun Tzu
- 40. @cory_foy | #lakc19 From: https://strategy-madlibs.herokuapp.com/
- 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. @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. @cory_foy | #lakc19 EMPOWERING HEALTHCARE PROVIDERS TO SEAMLESSLY COLLECT, ANALYZE AND IMPROVE PATIENT OUTCOMES THROUGH DATA
- 45. @cory_foy | #lakc19 USER NEEDS? LANDSCAPE
- 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. @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. @cory_foy | #lakc19 HOW DO YOU TREAT A COMPONENT? HOW DOES THE REST OF THE INDUSTRY TREAT THE SAME COMPONENT? Cat Swetel
- 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. @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
- 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
- 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
- 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. @cory_foy | #lakc19 Genesis Custom Built Product / Rental Utility / Commodity WARDLEY MAP APIS APPLICATION MICROSERVICE TOWER MOAT INNOVATE, LEVERAGE, COMMODITIZE TOWER AND MOAT
- 58. @cory_foy | #lakc19 Genesis Custom Built Product / Rental Utility / Commodity WARDLEY MAP APIS COMPONENT INNOVATE COMPONENTCOMMODITIZE COMMODITIZE
- 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. @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. @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. @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
- 64. @cory_foy | #lakc19 https://flickr.com/photos/kansasscanner/32745982373 PERSONAL SAFETY LIFE SAFETY PROPERTY SAFETY
- 66. @cory_foy | #lakc19 SCENE SIZE UP ▸ Capacity to Deliver? https://flickr.com/photos/strolicfurlan/9254690996
- 67. @cory_foy | #lakc19 SCENE SIZE UP ▸ Capacity to Deliver? ▸ Measures of Successful Execution of Gameplay? https://flickr.com/photos/strolicfurlan/9254690996
- 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. @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. @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
- 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