Wardley Mapping
Navigate strategy with evolutionary situational awareness
Wardley Mapping is a strategic mapping technique that visualises a value chain (users → needs → capabilities) on a two-axis map: vertical (visibility to the user) and horizontal (evolutionary stage from genesis to commodity). The map reveals which components to build, buy, or outsource; where disruption is likely; and how to make strategic bets based on the direction the market is evolving.
Developed by Simon Wardley while at Fotango (a UK startup) in 2005. Published openly on Wardley's blog and in the book 'Wardley Maps' (free online). Gained significant traction in cloud strategy and platform thinking from 2015 onwards.
Use Wardley Mapping when
- ✓Platform or infrastructure strategy decisions where build vs buy vs outsource is unclear
- ✓Senior PMs and CPOs reasoning about competitive positioning and market evolution
- ✓Organisations facing disruption from commoditisation of previously differentiating capabilities
- ✓Strategic planning sessions where the current strategy relies on implicit assumptions about market evolution
Avoid it when
- ✗Tactical sprint planning or backlog management — Wardley Mapping is a strategic tool
- ✗Teams without strategic decision-making authority — the value comes from acting on the insights
- ✗Short-horizon product decisions where evolutionary trajectory is irrelevant
Key Concepts
The chain of user needs → capabilities → sub-capabilities that delivers value to the end user. The vertical axis of the map.
The horizontal axis: Genesis (novel, uncertain) → Custom Built → Product → Commodity/Utility. Everything evolves rightward over time.
The user and their needs — placed at the top of the map. Everything on the map serves this anchor.
Any capability, practice, or activity on the map. Positioned by visibility (vertical) and evolution stage (horizontal).
Resistance to change caused by past success with a component. A common reason organisations fail to move with the market.
Universal forces that affect all maps: everything evolves, commoditisation enables new genesis, ecosystems always exist.
How it works
Start with a user and their visible needs. Be specific — different user segments have different needs and therefore different maps.
Work down from the user need through the capabilities required to fulfil it. Each capability may require sub-capabilities.
Place each component on the genesis-to-commodity axis based on its current state in the market.
Where are the opportunities to exploit commodity components (buy/outsource)? Where should you invest in genesis (differentiate)? Where is disruption likely?
Tools that support Wardley Mapping
Industry standard for software development teams — most PMs will encounter Jira in their career
Exceptionally intuitive and visually clean interface — one of the lowest onboarding friction tools for non-technical teams
Highly visual and intuitive interface with color-coded boards — one of the easiest PM tools for non-technical teams to adopt
All-in-one platform replacing multiple tools — docs, whiteboards, goals, time tracking, chat, and project management in a single workspace
Unmatched flexibility as an all-in-one workspace — combines docs, wikis, databases, and project management in a single tool
Spreadsheet-familiar interface makes adoption easy for teams transitioning from Excel — minimal training needed for basic use
Extremely intuitive drag-and-drop Kanban interface — virtually zero learning curve, new users productive within minutes
Best-in-class infinite canvas experience — the gold standard for collaborative whiteboarding with real-time multiplayer editing
Frequently Asked Questions
No — it applies to any value chain that can be decomposed into components with evolutionary stages. Wardley has mapped education, healthcare, and organisational structures. For PMs, it's most commonly used for platform strategy, build vs buy decisions, and competitive positioning.
A first map takes 2–4 hours for an experienced practitioner. Learning to create good maps takes practice — the first few are exploratory and messy. The value comes from the thinking process, not the artefact. A team map session takes half a day.
OnlineWardleyMaps.com is the dedicated tool. Miro and Mural templates exist. Many practitioners draw maps in Google Slides or simply on whiteboards. The format is intentionally simple — a blank page with two axes is all you need.