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Think More Clearly — Compete More Effectively
Wardley Mapping gives leaders a way to see strategy — showing how your organisation creates value today, and where it must evolve to stay ahead.

Built for fast-moving, uncertain environments, it replaces guesswork with insight — and helps turns insight into action.
Think More Clearly — Compete More Effectively
Wardley Mapping gives leaders a way to see strategy — showing how your organisation creates value today, and where it must evolve to stay ahead.

Built for fast-moving, uncertain environments, it replaces guesswork with insight — and turns that insight into action.
Six key Questions Wardley Mapping Addresses:
  1. Who are your users?
  2. What are their needs?
  3. What solutions satisfy those needs?
  4. What components do those solutions need?
  5. How evolved are those components?
  6. How are you managing them?
Answering these questions creates a map that reveals your strategic landscape — helping you spot risks earlier, seize hidden opportunities, and act with greater clarity.

(Wardley Maps are open source, licensed under CC BY-SA 4.0)

Deeper Dive Into Wardley Mapping
Part 1
How and why to map your business
Part 2
How to spot repeating patterns
Part 3
How to anticipate market shifts
Part 4
How to use principles and gameplay

Deeper Dive Into Wardley Mapping

Part 1

How and why to map your business

Part 2

How to spot repeating patterns

Part 3

How to anticipate market shifts

Part 4

How to use principles and gameplay

Why Leading Organisations Use Wardley Mapping
  • -1-
    Make the Invisible Visible
    Create a shared view of your strategic environment — so everyone sees the same picture, can challenge assumptions, and align faster.
  • -2-
    Create a Common Language
    Connect business and technical teams using a shared visual language — breaking down silos and unlocking better collaboration.
  • -3-
    Reveal Evolutionary Patterns
    See how components evolve — from idea to commodity — so you can anticipate change early and stay ahead of the market.
  • -4-
    Consistently Make Better Decisions
    Context is everything. Maps bring clarity to critical decisions about methods, investments, people and the moves you make.
Select Organisations Using Wardley Mapping
Wardley Maps are used by thousands of organisations worldwide — from startups to global leaders like Amazon, Maersk, Netflix, and Shopify, as well as in universities and government. Widely recognised as one of the most significant shifts in organisational thinking since Agile, Wardley Mapping equips teams with the clarity and confidence to outmanoeuvre uncertainty.
Airbnb used mapping to align its ‘elastic teams’ with the Pioneers, Settlers, and Town Planners model — enabling faster launches and smoother scaling. Source
Better Decisions
AWS applies mapping to track landscape shifts and make build/buy/outsource decisions — cutting costs and accelerating innovation at scale. Source
UK GDS used maps to reconcile innovation with cost-saving — helping cross-functional teams align and focus resources where they mattered most. Source
Strategic Focus
Faster Execution
A 100-year-old insurer used mapping to align business and tech goals — reducing infrastructure friction, unlocking innovation, and cost advantages by going severless. Source
Problem Solving
Maersk used mapping to transform how its engineers work — removing system bottlenecks that led to faster delivery, fewer headaches, and a greater focus on what really matters. Source
Simon Wardley used maps to out-manoeuvre larger rivals. Ubuntu’s share grew from 2% to 70% in 18 months — with just £500k investment — by playing in spaces others couldn’t see. Source
Outmanoeuvre Rivals
Business–Tech Alignment
Make Moves Others Miss
Gain the clarity and confidence to outmanoeuvre competitors, shape your industry, and lead with strategic intent.
Start Mapping with PowerMaps