Can you see how your industry will create value tomorrow?

Industries never stand still. New technologies emerge, customer expectations shift, and what was once innovative quickly becomes a commodity. The value that mattered yesterday may not matter tomorrow.

In my last post, we mapped how organisations create value today — the North-South axis of a Wardley Map — showing everyone what must be done and how to work together.

Now let’s add the West–East axis. And it’s a game-changer.

In the map attached, you can see the stages of evolution every component passes through:

• The uncharted space on the left — where tomorrow’s value will emerge
• Products in the middle — today’s revenue drivers
• Industrialised utilities on the right — low-margin activities, where only scale survives.

Combining the West-East axis with the North–South gives you a complete Wardley Map — showing both where you are and where your industry is heading.

This gives leaders a huge advantage: knowing where to invest, how to adapt, and which moves will shape the future — instead of reacting to it.

In my next posts, I’ll show how to use maps to make smarter bets, cut wasted effort, and outpace competitors.