Our innovators have now created a new source of value on the left of our map — a minimum viable product that’s been tested and shows promise. Now we need to turn that promise into something valuable.
But this is not where innovators shine. Like commandos who secure the beachhead, their job is discovery, not consolidation. We want them to move onto the next thing, while we build on what they’ve done.
Building on those advantages that have been hard won falls to the infantry — or ‘Settlers’ in Wardley Mapping terms.
These equally creative and brilliant people don’t gamble on the unknown; they focus on developing what matters. They buy reliable components off the shelf or develop their own using Lean-type methods — reducing waste, improving margins, and enhancing value.
While innovators find new sources of value in uncertainty, ‘Settlers’ bring order. They standardise processes, fill in the gaps, and make sure discoveries reach customers consistently. Their world is one of constant improvement — guided by market analysis, customer feedback, and trend spotting.
Without ‘Settlers’, innovation stays raw and value untapped. With them, it becomes tangible — something people can touch, experience, and pay for. To succeed with innovation, you need both.
Next, we’ll look at how ‘Town Planners’ — the engineers and architects — take what ‘Settlers’ build and scale it into enduring, repeatable systems that enable the organisation to win the game.
But this is not where innovators shine. Like commandos who secure the beachhead, their job is discovery, not consolidation. We want them to move onto the next thing, while we build on what they’ve done.
Building on those advantages that have been hard won falls to the infantry — or ‘Settlers’ in Wardley Mapping terms.
These equally creative and brilliant people don’t gamble on the unknown; they focus on developing what matters. They buy reliable components off the shelf or develop their own using Lean-type methods — reducing waste, improving margins, and enhancing value.
While innovators find new sources of value in uncertainty, ‘Settlers’ bring order. They standardise processes, fill in the gaps, and make sure discoveries reach customers consistently. Their world is one of constant improvement — guided by market analysis, customer feedback, and trend spotting.
Without ‘Settlers’, innovation stays raw and value untapped. With them, it becomes tangible — something people can touch, experience, and pay for. To succeed with innovation, you need both.
Next, we’ll look at how ‘Town Planners’ — the engineers and architects — take what ‘Settlers’ build and scale it into enduring, repeatable systems that enable the organisation to win the game.
