“Wardley Maps”
A plan is not a strategy. A strategy articulates the terrain on which an organization or product will compete, and the differentiated way in which they will create value or advantage.
In other words: what are we going to build (and not build) and how are we going to build it differently from the competition?
Wardley maps visualize the position of a product within a value chain (vertical axis) and on an evolutionary trajectory from innovative to commoditized (horizontal axis). It is a unique way to display what kind of value a product is creating, for whom, and how that value, customer, and competitiveness of the market position will change over time.