Why the fuss about serverless

Why the fuss about
serverless?

NStrategy
Situational
Awareness
Map
Serverless
Patterns

Fotango website, 2005, courtesy of CEO.

Fotango, 2003
Our strategy is customer focused. We will lead a
innovative effort in the market through our use of
agile techniques and open source to become a leading
provider of open standard solutions to the digital
world. To develop products of the highest standards
we make our clients part of the team. Our final
measure of success is the satisfaction of the team
at the end of the project.

Eigenberg Fotografie, Nov 2013, CC by 2.0
https://www.flickr.com/photos/damionroeien/11122262203
Humour, Wit, & Satire of the Seventeenth Century, 1883,
Public Domain, https://www.flickr.com/photos/britishlibrary/11283423564

Business
Level
Abstractions of a
Healthy
Strategy

digital business, big data, disruptive,
innovative, collaborative, competitive
advantage, ecosystem, open source,
networked, efficiency, learning
organisation, social
media, revolution, cloud based, agile,
secure, internet of things, growth, value,
customer focused, open,
digital first, data leaders, agile, insight
from data, platform,
sustainable, revolution, culture.
Common Blahs

Blah Template
Our strategy is [Blah]. We will lead
a [Blah] effort of the 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 the organisation.
Synergies between our [Blah] and [Blah] will
enable us to capture the upside by
becoming [Blah] in a [Blah] world. These
transformations combined with [Blah] due to
our [Blah] will create
a [Blah] through [Blah] and [Blah].

Blahs
+
Blah template
=
auto generate
64 strategies

Strategy 1 / 64
Our strategy is customer focused. We will lead a
disruptive effort of the market through our use of
innovative social media and big data to build a
collaborative cloud based ecosystem. By being both
digital first and agile, our open approach will
drive efficiency throughout the organisation.
Synergies between our culture revolution
and networked learning organisation will enable us
to capture the upside by becoming data leaders in
a digital business world.

Strategy 2 / 64
Our strategy is innovative digital business. We
will lead a growth effort of the market through our
use of customer focused competitive
advantage and disruptive social media to build
a collaborative revolution. By being both data
leaders and cloud based, our ecosystem approach
will drive insight from data throughout the
organisation. Synergies between
our platform and open culture will enable us to
capture the upside by becoming digital first in
a networked world.

1. This is the exact wording from
our business plan.
2. I’ve seen two of these used
already.
3. Are you for hire?

http://strategy-madlibs.herokuapp.com/

Julian Mason, APR 2011, CC by 2.0
https://www.flickr.com/photos/meandmyshadow/5687986018/

The Strategy Cycle
Sun Tzu's five factors
Purpose
Landscape
Climate
Doctrine
Leadership

John Boyd, USAF
Public Domain, US Gov, 2012

Observe
Decide
The Strategy Cycle
John Boyd’s OODA loop
Orient
Purpose
Landscape
Climate
Doctrine
Leadership
The “game”
Act

Orient
Purpose
Landscape
Climate
Doctrine
Leadership
Observe
Decide
The “game”
why of
purpose
why of
movement
Act
The Strategy Cycle
John Boyd’s OODA loop
The two types of why

Why of movement = here or there?

Purpose
Landscape
Observe
The “game”
why of
purpose

What would you use to navigate?
verbal storyvisual map

Pawn (w), Pawn (b) Pawn (w), Pawn (b)

Pawn(w), Pawn(b), Pawn(w), Queen(b), Pawn(w), Queen(b), Bishop(w), Knight(b), Queen(w), Pawn(b), Rook(w), Bishop(b),
Knight(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w),
Bishop(b), Queen(w), King(b), Pawn(w), Bishop(b), Rook(w), Pawn (b), Queen(w), Knight(b), Pawn(w), Knight(b),
Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Queen(w), King(b), Knight(w), Pawn(b), Rook(w), Bishop(b),
Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b),
Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Pawn(w), Pawn(b), Queen(w), King(b),
Queen(w), Pawn(b), Knight(w), Knight(b), Knight(w), Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b),
Queen(w), Knight(b),King(w), Knight(b), Pawn(w), Queen(b), Knight(w), Pawn(b), Rook(w), Rook(b), Rook(w), Knight(b),
Pawn(w), Pawn(b), Queen(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b),
Pawn(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b),
Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Pawn(w), King(b),
Pawn(w), Bishop(b), Rook(w), Pawn (b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Rook(w), Bishop(b),
Pawn(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b),
Queen(w), King(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b),
Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b),
Pawn(w), Pawn(b), Pawn(w), Pawn(b), Queen(w), King(b), Queen(w), Pawn(b), Knight(w), Knight(b), Knight(w), Pawn(b),
Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w),
Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Knight(w),
Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Knight(b), King(w), Knight(b), Pawn(w),
Queen(b), Knight(w), Pawn(b), Rook(w), Rook(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Pawn(b), Queen(w),
Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Rook(w), Bishop(b), Pawn(w),
Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Queen(w) ... WINS

Pawn(w), Pawn(b), Pawn(w), Queen(b), Pawn(w), Queen(b), Bishop(w), Knight(b), Queen(w), Pawn(b), Rook(w), Bishop(b),
Knight(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w),
Bishop(b), Queen(w), King(b), Pawn(w), Bishop(b), Rook(w), Pawn (b), Queen(w), Knight(b), Pawn(w), Knight(b),
Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Queen(w), King(b), Knight(w), Pawn(b), Rook(w), Bishop(b),
Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b),
Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Pawn(w), Pawn(b), Queen(w), King(b),
Queen(w), Pawn(b), Knight(w), Knight(b), Knight(w), Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b),
Queen(w), Knight(b),King(w), Knight(b), Pawn(w), Queen(b), Knight(w), Pawn(b), Rook(w), Rook(b), Rook(w), Knight(b),
Pawn(w), Pawn(b), Queen(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b),
Pawn(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b),
Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Pawn(w), King(b),
Pawn(w), Bishop(b), Rook(w), Pawn (b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Rook(w), Bishop(b),
Pawn(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b),
Queen(w), King(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b),
Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b),
Pawn(w), Pawn(b), Pawn(w), Pawn(b), Queen(w), King(b), Queen(w), Pawn(b), Knight(w), Knight(b), Knight(w), Pawn(b),
Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w),
Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Knight(w),
Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Knight(b), King(w), Knight(b), Pawn(w),
Queen(b), Knight(w), Pawn(b), Rook(w), Rook(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Pawn(b), Queen(w),
Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Rook(w), Bishop(b), Pawn(w),
Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Queen(w) ... WINS
Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b),
Rook(w), Knight(b), Pawn(w), Pawn(b), Pawn(w), Pawn(b), Queen(w), King(b), Queen(w), Pawn(b), Knight(w), Knight(b),
Knight(w), Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Pawn(w), Knight(b), Pawn(w),
Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w),
Knight(b), Knight(w), Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Knight(b), King(w),
Knight(b), Pawn(w), Queen(b), Knight(w), Pawn(b), Rook(w), Rook(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Queen(w),
Pawn(b), Queen(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Rook(w),
Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Queen(w) , Pawn(w), Pawn(b), Pawn(w),
Queen(b), Pawn(w), Queen(b), Bishop(w), Knight(b), Queen(w), Pawn(b), Rook(w), Bishop(b), Knight(w), Pawn(b), Queen(w),
Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Queen(w), King(b), Pawn(w),
Bishop(b), Rook(w), Pawn (b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w),
Bishop(b), Queen(w), King(b), Knight(w), Pawn(b), Rook(w), Queen(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w),
Knight(b), Pawn(w), Pawn(b), Knight(w), King(b), Queen(w), Pawn(b), Knight(w), Knight(b), Knight(w), Pawn(b), Rook(w),
Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Pawn(w), Pawn(b), Queen(w),
King(b), Queen(w), Pawn(b), Knight(w), Knight(b), Knight(w), Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w),
Pawn(b), Queen(w), Knight(b),King(w), Knight(b), Pawn(w), Queen(b), Knight(w), Pawn(b), Rook(w), Rook(b), Rook(w),
Knight(b), Pawn(w), Pawn(b), Queen(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w),
Bishop(b), Pawn(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w),
Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Pawn(w),
King(b), Pawn(w), Bishop(b), Rook(w), Pawn (b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Rook(w),
Bishop(b), Pawn(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w),
Bishop(b), Queen(w), King(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b),
Queen(w), ... WINS
Secrets
of
Success

Pawn (w), Pawn (b), Pawn (w), Queen (b)
... LOST.

What would you use to learn?
context specific playsecrets of success

X Thermopylae
Athens
Thebes
X
X
Artemisium
NPersians

X Thermopylae
Athens
Thebes
X
X
Artemisium
N
Army
Navy
Persians

Strengths Weaknesses
Opportunities Threats
A well trained Spartan army
Get rid of the Spartans
Get rid of the Persians Persians get rid of us
The Oracle says a really
dodgy film might be
produced over 2,000
years later
A lot of Persians ARE
turning up
A high level of motivation
not to become a Persian
slave
The Ephors might stop the
Spartans turning up

magic frameworkposition and movement
What would you use to communicate and
determine strategy in battle?

Chess Alchemy
Visual Navigation Story telling
Context specific Learning Secrets of success
Position and movement Strategy Magic frameworks
High Situational Awareness Low

Chess Alchemy
Visual Navigation Story telling
Context specific Learning Secrets of success
Position and movement Strategy Magic frameworks
High Situational Awareness Low
FAKECEO

X Thermopylae
Athens
Thebes
X
X
Artemisium
N
Army
Navy
Persians
Visual Yes
Context Yes
Position Yes
Anchor Yes
Movement Yes
Components Yes

Visual Yes
Context Yes
Position Yes
Anchor Yes
Movement Yes
Components Yes

Photo Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Image
Manipulation
Compute
Customer
Systems
Map

Photo Storage Power
Print
Web Site
Platform
CRM
Image
Manipulation
Compute
Customer
Data Centre
Systems
Map

Photo Storage Power
Print
Web Site
Platform
CRM
Image
Manipulation
Compute
Customer
Data Centre
Systems
Map
Visual Yes
Context Yes
Position NO
Anchor NO
Movement NO
Components Yes

Business
Process
Map
Visual Yes
Context Yes
Position NO
Anchor Yes
Movement NO
Components Yes

Digital
Map Visual Yes
Context NO
Position NO
Anchor NO
Movement NO
Components Yes

Mind
Map Visual Yes
Context Yes
Position Yes
Anchor Yes
Movement NO
Components Yes

USER
Needs
CUP OF TEA
Needs
HOT WATER
TEA
Needs
KETTLE
Needs Needs
WATER
POWER
Needs

USER
Needs
CUP OF TEA
Needs
HOT WATER
TEA
Needs
KETTLE
Needs Needs
WATER
POWER
Needs
Anchor
Position

Photo Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Image
Manipulation
Compute
Customer
Visual Yes
Context Yes
Position NO
Anchor NO
Movement NO
Components Yes
Network
topology

Online Photo
Storage
Print
Web Site
Online Image
Manipulation
Customer Visual Yes
Context Yes
Position NO
Anchor Yes
Movement NO
Components Yes
Needs
Needs
Anchor

Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Online Image
Manipulation
Compute
Customer
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
ValueChain
VisibleInvisible
Visual Yes
Context Yes
Position Yes
Anchor Yes
Movement NO
Components Yes

Certainty
Ubiquity
Custom
Built
Commodity
Service
(rental)
Product
Service
(utility)
Genesis
Supply competition
Demandcompetition

Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Online Image
Manipulation
Compute
Customer
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Visual Yes
Context Yes
Position Yes
Anchor Yes
Movement NO
Components Yes

ValueChain
VisibleInvisible
Visual Yes
Context Yes
Position Yes
Anchor Yes
Movement Yes
Components Yes
Online Photo
Storage
Data Centre
Power
Print
Web Site
CRM
Online Image
Manipulation
Compute
Customer
Platform
2005

Purpose
Landscape
Climate
Observe
The “game”
why of
purpose
why of
movement

Climate
Rules that influence
the game

ValueChain
VisibleInvisible
Customer
Platform
Climatic pattern
Everything
evolves
Past +Competition Future

Uncharted Industrialised
ValueChain
VisibleInvisible
Platform
Customer
Past +Competition Future
Experimentation
Chaotic
Uncertain
Unpredictable
Changing
Different
Exciting
Future Worth
Unusual
Rare
Poorly understood
Differential
Competitive Advantage
Volume Operations
Ordered
Known
Measured
Stable
Standard
Obvious
Low Margin
Essential
Ubiquitous
Defined
Operational efficiency
Cost of doing business
Climatic pattern
Characteristics
change

ValueChain
VisibleInvisible
SIX SIGMA / Outsource
StrongWeak
AGILE / In-house
Strong Weak
Climatic pattern
No one size
fits all
Strong WeakWeak
LEAN / Off the shelf product
focus on learning & reducing waste
focus on reducing deviation
focus on reducing cost of change

ValueChain
VisibleInvisible
Compute
Customer
Past
+Competition
Future
Climatic pattern
Past success
breeds inertia
+Inertia
Platform

ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Compute
Customer
Online Image
Manipulation
2005

ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Compute
Customer
+efficiency
Online Image
Manipulation
2005

ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Compute
Customer
+efficiency
+Inertia
Online Image
Manipulation
2005

ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Compute
Customer
+efficiency
+Inertia
+Worth
Online Image
Manipulation
2005

ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
CRM
Compute
Customer
+efficiency
+Inertia
+Worth
Online Image
Manipulation
Here?
Here?
Here?
Here?Where to
Invest?
Platform

Orient
Purpose
Landscape
Climate
Doctrine
Observe
The “game”
why of
purpose
why of
movement
Act

Doctrine
universally applicable
principles regardless of
context

ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Compute
Customer
Doctrine
Focus on user
needs
Online Image
Manipulation

ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Compute
Customer
Doctrine
Reduce bias and
duplication
Online Image
Manipulation

Number of Duplicate Efforts
in a single Organisation
Technology Space Industry
2,000+
(unconfirmed)
Accounting systems Global Defence
1,000+
(estimated)
Risk management Global Finance
380 ERP system Global Energy
300+ ECM systems Global Pharma
170 Cloud projects Global Technology
118 Workflow systems Government
22 Rules Engines European Corporate
14 CRM system National Bank
6 General Rule of Thumb Everywhere
IT Weapons of Mass Duplication - Leader Board

ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Compute
Customer
Online Image
Manipulation
Doctrine
Use appropriate
methods
outsource to utility
suppliers, Six Sigma
use off the shelf
products, Lean
build in-house with
Agile techniques

What is a
world perception
server?

Should we
outsource or
build our own?
B
Should we
outsource or
build our own?
A

ValueChain
VisibleInvisible
Should we
outsource or
build our own?
Should we
outsource or
build our own?
A
B

ValueChain
VisibleInvisible
Autonomous
Vehicle Driver
GPS
Vehicle
State
Server
Autonomous
vehicle manager
LIDAR
World
Perception
Server
Vision System
Driver

ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Compute
Customer
Online Image
Manipulation

ValueChain
VisibleInvisible
Doctrine
Think small
Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Compute
Customer
Online Image
Manipulation
Doctrine
Think small
(contracts)
use off the shelf
products, Lean
build in-house with
Agile techniques

ValueChain
VisibleInvisible
Team 5
Team 6
Team 1
Team 3
Team 4
Team 2
Doctrine
Think small
Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Compute
Customer
Online Image
Manipulation Doctrine
Use small teams
use off the shelf
products, Lean
build in-house with
Agile techniques

ValueChain
VisibleInvisible
Team 5
Team 6
Team 1
Team 3
Team 4
Team 2
Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Compute
Customer
Online Image
Manipulation
Doctrine
Think aptitude
and attitude
Pioneers
Settlers
Town Planners

GCHQ, Boiling Frogs, 2016, Crown Copyright, https://github.com/gchq/BoilingFrogs

Orient
Purpose
Landscape
Climate
Doctrine
Leadership
Observe
Decide
The “game”
why of
purpose
why of
movement
Act

Strategy
Context specific forms
of gameplay

ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
CRM
Compute
Customer
+efficiency
+Inertia
+Worth
Online Image
Manipulation
Platform

ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
CRM
Compute
Customer
+efficiency
+Inertia
+Worth
Online Image
Manipulation
Gameplay
Accelerate, de-
accelerate &
constraints
Open
Fear, uncertainty
& doubt
+Constraints
Platform

ValueChain
VisibleInvisible
Use
Exploit
Online Photo
Storage
Data Centre
Power
Print
Web Site
CRM
Compute
Customer
+Inertia
Online Image
Manipulation
Open
+Constraints
Platform
+Worth
+efficiency
2005
Gameplay
Context specific
play

Mark Fowler, Dec 2006,
https://www.flickr.com/photos/twoshortplanks/314161151
Anita Hart, April 2007, CC BY-NC-ND 2.0
https://www.flickr.com/photos/anitakhart/472099476

Developeraccounts
Time (days since start)
actual
forecast
beta
alpha

It’s not
the future Not core

Ubuntu Logo,
https://www.ubuntu.com/legal/terms-and-policies/intellectual-property-policy

ValueChain
VisibleInvisible
Platform
Compute
Compute
Utility
Co-evolved management
tools and practice
(Devops)
Physical Server
Server OS
Guest OS
New
Applications
(Developers)
2008
User
Here!
Here!
Here!
Here!

Cloud 20102008
Windows
Other
RHEL
70% Ubuntu
Windows
RHEL

ValueChain
VisibleInvisible
Application
compute

ValueChain
VisibleInvisible
Application
compute
Operating
system

ValueChain
VisibleInvisible
Application
compute
Operating
system
Novel
architectural
practice
High MTTR

ValueChain
VisibleInvisible
Application
compute
Operating
system
High MTTR
Novel
architectural
practice

ValueChain
VisibleInvisible
Application
compute
Good
architectural
practice
Framework
Emerging coding
practice
Operating
system
High MTTR

ValueChain
VisibleInvisible
Application
compute
Good
architectural
practice
Framework
Operating
system
High MTTR
Emerging coding
practice

ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice
Framework
Best coding
practice
Operating
system
High MTTR

Shouldn't
our
architecture
evolve as
well?

ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice
Framework
Operating
system
Best coding
practice
Novel
architectural
practice
High MTTR
Low MTTR

ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice
Framework
Operating
system
Best coding
practice
Novel
architectural
practice
High MTTR
Climatic pattern
co-evolution
Low MTTR

ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice
Framework
Operating
system
Best coding
practice
Novel
architectural
practice
Low MTTR
High MTTR

ValueChain
VisibleInvisible
Application
compute
High MTTR
Best
architectural
practice
Framework
Operating
system
Best coding
practice
Emerging
architectural
practice (DevOps)
Low MTTR

ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Framework
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)

ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Framework
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
Inertia

ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Framework
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
New Tribe

It’s all about
user needs,
measurement,
iterative cycles,
automation,
collaboration,
speed, feedback
loops, …

ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
Framework

ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
Framework
(e.g. Lambda)

ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
emerging
architectural
practice
(JEFF)
Framework
(e.g. Lambda)

ValueChain
VisibleInvisible
Application
Framework
(e.g. Lambda)
emerging
architectural
practice
(JEFF)

ValueChain
VisibleInvisible
Application
Framework
(e.g. Lambda)
emerging
architectural
practice
(JEFF)
New Tribe

ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
emerging
architectural
practice
(JEFF)
Framework
(e.g. Lambda)
New
Legacy
New Tribe

Future of DevOps
=
5-10 years
=
“what my mum and dad did”

Young
serverless I
will teach you
so much

Young
serverless I
will teach you
so much
Sod off Daddy
DevOps, I’m learning
from Grandma ITIL

ValueChain
VisibleInvisible
Application
Framework
(e.g. Lambda)
emerging
architectural
practice
(JEFF)
Here
Here

ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
emerging
architectural
practice
(JEFF)
Framework
(e.g. Lambda)
High MTTR Low MTTR

ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
emerging
architectural
practice
(JEFF)
Framework
(e.g. Lambda)
High MTTR Low MTTR
High ???
Low ???

ValueChain
VisibleInvisible
Consumer
Client
Needs (Leads)

ValueChain
VisibleInvisible
Consumer
Client
Testing Application
Needs (Leads)
Test printer

ValueChain
VisibleInvisible
Consumer
Client
Find out about
Testing Application
Microsite
Needs (Leads)
Test printer

ValueChain
VisibleInvisible
Consumer
Client
Find out about
Testing Application
Platform
Microsite
Needs (Leads)
Test printer

ValueChain
VisibleInvisible
Consumer
Client
Large format printer
Find out about
Testing Application
Platform
Toner cartridge
Microsite
Needs (Leads)
Test printer

ValueChain
VisibleInvisible
Consumer
Client
Find out about
Testing Application
Postal delivery
Distribution
Platform
Toner cartridge
Brochure
Microsite
Needs (Leads)
Test printer

ValueChain
VisibleInvisible
Consumer
Client
Find out about
Testing Application
Postal delivery
Distribution
Platform
Toner cartridge
Brochure
Microsite
Needs (Leads)
Test printer
+flow

ValueChain
VisibleInvisible
Consumer
Client
Find out about
Testing Application
Postal delivery
Distribution
Platform
Toner cartridge
Brochure
Microsite
Needs (Leads)
Test printer
+ Conversion
Rate
+ Indirect
+ Direct
+ Cost per print
+ Cost per print
distributed
+ price per lead
+ Conversion
Rate

ValueChain
VisibleInvisible
Stepwise non
variable
components
Consumer
Client
Find out about
Testing Application
Postal delivery
Distribution
Platform
Toner cartridge
Brochure
Microsite
Needs (Leads)
Test printer
+ Conversion
Rate
+ Indirect
+ Direct
+ Cost per print
+ Cost per print
distributed
+ price per lead
+ Conversion
Rate

ValueChain
VisibleInvisible
Consumer
Client
Find out about
Testing Application
Postal delivery
Distribution
Platform
Toner cartridge
Brochure
Microsite
Needs (Leads)
Test printer
+ Conversion
Rate
+ Indirect
+ Direct
+ Cost per print
+ Cost per print
distributed
+ price per lead
+ Conversion
Rate
+ function cost
+ function cost

1. Enabled worth base development 
2. Refactoring had financial value
3. Code efficiency 
4. Rapid acceleration in speed of
development and code re-use
5. Monitoring by flow of financial value

Time
Adoption
Ignore Ignore Ignore No No
I said
“No”
Dammit
Oh no! Oh Fiddlesticks
Enterprise IT
Rest of the world

“Crossing the river by feeling the stones”
Deng Xiaoping

Purpose
Landscape
Climate
Doctrine
Leadership
Observe
Orient
Decide
The “game”
why of
purpose
why of
movement
Act

Thank you
medium.com/wardleymaps
creative commons
 
wardleymaps.com
leadingedgeforum.com
simon.wardley@leadingedgeforum.com
@swardley

medium.com/wardleymaps
creative commons

100
volunteers,
building,
sponsors
2hrs
map-camp.com

Why the fuss about serverless

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