This document discusses chess strategy and notation. It provides the full notation for the positions of pieces on a chess board throughout a sample game. The notation lists out each piece (e.g. Pawn(w), Knight(b), etc) and their positions on the board as the game progresses until one player achieves a win. This allows visualization of how the game developed and demonstrated strategic moves and countermoves between the two players.

1. Why the fuss about
serverless?

2. WARNING

3. No. Of Slides
AudiencePain

4. No. Of Slides
AudiencePain
90
Safe

5. No. Of Slides
AudiencePain
Severe
risk of
harm
257

7. NStrategy

8. NStrategy
Situational
Awareness

9. NStrategy
Situational
Awareness
Map

10. NStrategy
Situational
Awareness
Map
Patterns

11. NStrategy
Situational
Awareness
Map
Serverless
Patterns

12. NStrategy
Situational
Awareness
Map
Serverless
Patterns

13. Fotango website, 2005, courtesy of CEO.

15. FAKE
CEO

16. Fotango, 2003
Our strategy is customer focused. We will lead a
innovative effort in the market through our use of
agile techniques and open source to become a leading
provider of open standard solutions to the digital
world. To develop products of the highest standards
we make our clients part of the team. Our final
measure of success is the satisfaction of the team
at the end of the project.

17. Eigenberg Fotografie, Nov 2013, CC by 2.0
https://www.flickr.com/photos/damionroeien/11122262203
Humour, Wit, & Satire of the Seventeenth Century, 1883,
Public Domain, https://www.flickr.com/photos/britishlibrary/11283423564

18. Business
Level
Abstractions of a
Healthy
Strategy

19. digital business, big data, disruptive,
innovative, collaborative, competitive
advantage, ecosystem, open source,
networked, efficiency, learning
organisation, social
media, revolution, cloud based, agile,
secure, internet of things, growth, value,
customer focused, open,
digital first, data leaders, agile, insight
from data, platform,
sustainable, revolution, culture.
Common Blahs

20. Blah Template
Our strategy is [Blah]. We will lead
a [Blah] effort of the market through our use
of [Blah] and [Blah] to build a [Blah]. By being
both [Blah] and [Blah], our [Blah] approach will
drive [Bah] throughout the organisation.
Synergies between our [Blah] and [Blah] will
enable us to capture the upside by
becoming [Blah] in a [Blah] world. These
transformations combined with [Blah] due to
our [Blah] will create
a [Blah] through [Blah] and [Blah].

21. Blahs
+
Blah template
=
auto generate
64 strategies

22. Strategy 1 / 64
Our strategy is customer focused. We will lead a
disruptive effort of the market through our use of
innovative social media and big data to build a
collaborative cloud based ecosystem. By being both
digital first and agile, our open approach will
drive efficiency throughout the organisation.
Synergies between our culture revolution
and networked learning organisation will enable us
to capture the upside by becoming data leaders in
a digital business world.

23. Strategy 2 / 64
Our strategy is innovative digital business. We
will lead a growth effort of the market through our
use of customer focused competitive
advantage and disruptive social media to build
a collaborative revolution. By being both data
leaders and cloud based, our ecosystem approach
will drive insight from data throughout the
organisation. Synergies between
our platform and open culture will enable us to
capture the upside by becoming digital first in
a networked world.

24. 1. This is the exact wording from
our business plan.
2. I’ve seen two of these used
already.
3. Are you for hire?

25. 1. This is the exact wording from
our business plan.
2. I’ve seen two of these used
already.
3. Are you for hire?

26. 1. This is the exact wording from
our business plan.
2. I’ve seen two of these used
already.
3. Are you for hire?

27. http://strategy-madlibs.herokuapp.com/

28. Julian Mason, APR 2011, CC by 2.0
https://www.flickr.com/photos/meandmyshadow/5687986018/

29. The Strategy Cycle
Sun Tzu's five factors
Purpose

30. The Strategy Cycle
Sun Tzu's five factors
Purpose
Landscape

31. The Strategy Cycle
Sun Tzu's five factors
Purpose
Landscape
Climate

32. The Strategy Cycle
Sun Tzu's five factors
Purpose
Landscape
Climate
Doctrine

33. The Strategy Cycle
Sun Tzu's five factors
Purpose
Landscape
Climate
Doctrine
Leadership

34. John Boyd, USAF
Public Domain, US Gov, 2012

35. The Strategy Cycle
Sun Tzu's five factors
John Boyd’s OODA loop
Purpose
Landscape
Climate
Doctrine
Leadership
The “game”

36. Observe
The Strategy Cycle
Sun Tzu's five factors
John Boyd’s OODA loop
Purpose
Landscape
Climate
Doctrine
Leadership
The “game”

37. Observe
The Strategy Cycle
Sun Tzu's five factors
John Boyd’s OODA loop
Orient
Purpose
Landscape
Climate
Doctrine
Leadership
The “game”

38. Observe
Decide
The Strategy Cycle
Sun Tzu's five factors
John Boyd’s OODA loop
Orient
Purpose
Landscape
Climate
Doctrine
Leadership
The “game”
Act

39. Importance of why?

40. Observe
Decide
The Strategy Cycle
Sun Tzu's five factors
John Boyd’s OODA loop
The two types of why
Orient
Purpose
Landscape
Climate
Doctrine
Leadership
The “game”
why of
purpose
Act

41. Orient
Purpose
Landscape
Climate
Doctrine
Leadership
Observe
Decide
The “game”
why of
purpose
why of
movement
Act
The Strategy Cycle
Sun Tzu's five factors
John Boyd’s OODA loop
The two types of why

42. Why of purpose = To Win!

43. Why of movement = here or there?

44. Movement = LEARNING
Checkmate

45. Fotango website, 2005, courtesy of CEO.

46. Purpose
The “game”
why of
purpose

47. Purpose
Landscape
Observe
The “game”
why of
purpose

48. NStrategy
Situational
Awareness
Map
Serverless
Patterns

49. Vikings
Chess
Themistocles

50. Tristan Ferne, Nov 2011, CC by 2.0
https://www.flickr.com/photos/tristanf/6404414883

51. From Hernam, head due west towards Hvarf, and you
will have sailed north of Hjaltland, so that you
just glimpse it in clear weather, but south of
the islands, so that the sea is right in between
the distant mountains and thus also south of
Iceland.
Hauksbók

52. N

53. What would you use to navigate?
verbal storyvisual map

54. Images by Colin M.L. Burnett licensed under GNU FDL v1.2
https://commons.wikimedia.org/wiki/File:Chess_rlt45.svg

56. Pawn (w) Pawn (w)

57. Pawn (w), Pawn (b) Pawn (w), Pawn (b)

58. Pawn (w), Pawn (b), Pawn (w) Pawn (w), Pawn (b), Pawn (w)

59. Pawn (w), Pawn (b), Pawn (w), Queen (b) Pawn (w), Pawn (b), Pawn (w), Queen (b)

60. Pawn(w), Pawn(b), Pawn(w), Queen(b), Pawn(w), Queen(b), Bishop(w), Knight(b), Queen(w), Pawn(b), Rook(w), Bishop(b),
Knight(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w),
Bishop(b), Queen(w), King(b), Pawn(w), Bishop(b), Rook(w), Pawn (b), Queen(w), Knight(b), Pawn(w), Knight(b),
Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Queen(w), King(b), Knight(w), Pawn(b), Rook(w), Bishop(b),
Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b),
Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Pawn(w), Pawn(b), Queen(w), King(b),
Queen(w), Pawn(b), Knight(w), Knight(b), Knight(w), Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b),
Queen(w), Knight(b),King(w), Knight(b), Pawn(w), Queen(b), Knight(w), Pawn(b), Rook(w), Rook(b), Rook(w), Knight(b),
Pawn(w), Pawn(b), Queen(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b),
Pawn(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b),
Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Pawn(w), King(b),
Pawn(w), Bishop(b), Rook(w), Pawn (b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Rook(w), Bishop(b),
Pawn(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b),
Queen(w), King(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b),
Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b),
Pawn(w), Pawn(b), Pawn(w), Pawn(b), Queen(w), King(b), Queen(w), Pawn(b), Knight(w), Knight(b), Knight(w), Pawn(b),
Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w),
Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Knight(w),
Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Knight(b), King(w), Knight(b), Pawn(w),
Queen(b), Knight(w), Pawn(b), Rook(w), Rook(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Pawn(b), Queen(w),
Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Rook(w), Bishop(b), Pawn(w),
Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Queen(w) ... WINS

61. Pawn(w), Pawn(b), Pawn(w), Queen(b), Pawn(w), Queen(b), Bishop(w), Knight(b), Queen(w), Pawn(b), Rook(w), Bishop(b),
Knight(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w),
Bishop(b), Queen(w), King(b), Pawn(w), Bishop(b), Rook(w), Pawn (b), Queen(w), Knight(b), Pawn(w), Knight(b),
Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Queen(w), King(b), Knight(w), Pawn(b), Rook(w), Bishop(b),
Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b),
Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Pawn(w), Pawn(b), Queen(w), King(b),
Queen(w), Pawn(b), Knight(w), Knight(b), Knight(w), Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b),
Queen(w), Knight(b),King(w), Knight(b), Pawn(w), Queen(b), Knight(w), Pawn(b), Rook(w), Rook(b), Rook(w), Knight(b),
Pawn(w), Pawn(b), Queen(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b),
Pawn(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b),
Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Pawn(w), King(b),
Pawn(w), Bishop(b), Rook(w), Pawn (b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Rook(w), Bishop(b),
Pawn(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b),
Queen(w), King(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b),
Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b),
Pawn(w), Pawn(b), Pawn(w), Pawn(b), Queen(w), King(b), Queen(w), Pawn(b), Knight(w), Knight(b), Knight(w), Pawn(b),
Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w),
Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Knight(w),
Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Knight(b), King(w), Knight(b), Pawn(w),
Queen(b), Knight(w), Pawn(b), Rook(w), Rook(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Pawn(b), Queen(w),
Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Rook(w), Bishop(b), Pawn(w),
Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Queen(w) ... WINS
Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b),
Rook(w), Knight(b), Pawn(w), Pawn(b), Pawn(w), Pawn(b), Queen(w), King(b), Queen(w), Pawn(b), Knight(w), Knight(b),
Knight(w), Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Pawn(w), Knight(b), Pawn(w),
Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w),
Knight(b), Knight(w), Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Knight(b), King(w),
Knight(b), Pawn(w), Queen(b), Knight(w), Pawn(b), Rook(w), Rook(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Queen(w),
Pawn(b), Queen(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Rook(w),
Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Queen(w) , Pawn(w), Pawn(b), Pawn(w),
Queen(b), Pawn(w), Queen(b), Bishop(w), Knight(b), Queen(w), Pawn(b), Rook(w), Bishop(b), Knight(w), Pawn(b), Queen(w),
Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Queen(w), King(b), Pawn(w),
Bishop(b), Rook(w), Pawn (b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w),
Bishop(b), Queen(w), King(b), Knight(w), Pawn(b), Rook(w), Queen(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w),
Knight(b), Pawn(w), Pawn(b), Knight(w), King(b), Queen(w), Pawn(b), Knight(w), Knight(b), Knight(w), Pawn(b), Rook(w),
Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Pawn(w), Pawn(b), Queen(w),
King(b), Queen(w), Pawn(b), Knight(w), Knight(b), Knight(w), Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w),
Pawn(b), Queen(w), Knight(b),King(w), Knight(b), Pawn(w), Queen(b), Knight(w), Pawn(b), Rook(w), Rook(b), Rook(w),
Knight(b), Pawn(w), Pawn(b), Queen(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w),
Bishop(b), Pawn(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w),
Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Pawn(w),
King(b), Pawn(w), Bishop(b), Rook(w), Pawn (b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Rook(w),
Bishop(b), Pawn(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w),
Bishop(b), Queen(w), King(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b),
Queen(w), ... WINS
Secrets
of
Success

64. Pawn (w)

65. Pawn (w), Pawn (b)

66. Pawn (w), Pawn (b), Pawn (w)

67. Pawn (w), Pawn (b), Pawn (w), Queen (b)
... LOST.

68. What would you use to learn?
context specific playsecrets of success

69. X Thermopylae
Athens
Thebes
X
X
Artemisium
NPersians

70. X Thermopylae
Athens
Thebes
X
X
Artemisium
N
Army
Navy
Persians

71. Strengths Weaknesses
Opportunities Threats
A well trained Spartan army
Get rid of the Spartans
Get rid of the Persians Persians get rid of us
The Oracle says a really
dodgy film might be
produced over 2,000
years later
A lot of Persians ARE
turning up
A high level of motivation
not to become a Persian
slave
The Ephors might stop the
Spartans turning up

72. magic frameworkposition and movement
What would you use to communicate and
determine strategy in battle?

74. Navigation
Learning
Strategy

75. Chess
Visual Navigation
Context specific Learning
Position and movement Strategy

76. Chess
Visual Navigation
Context specific Learning
Position and movement Strategy
High Situational Awareness

77. Chess Alchemy
Visual Navigation Story telling
Context specific Learning Secrets of success
Position and movement Strategy Magic frameworks
High Situational Awareness Low

78. Chess Alchemy
Visual Navigation Story telling
Context specific Learning Secrets of success
Position and movement Strategy Magic frameworks
High Situational Awareness Low
FAKECEO

79. NStrategy
Situational
Awareness
Map
Serverless
Patterns

80. Chess Alchemy
Visual Navigation Story telling
Context specific Learning Secrets of success
Position and movement Strategy Magic frameworks
High Situational Awareness Low
FAKECEO

81. X Thermopylae
Athens
Thebes
X
X
Artemisium
N
Army
Navy
Persians

82. X Thermopylae
Athens
Thebes
X
X
Artemisium
N
Army
Navy
Persians
Visual Yes
Context Yes
Position Yes
Anchor Yes
Movement Yes
Components Yes

83. But we have
maps!

84. Photo Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Image
Manipulation
Compute
Customer
Systems
Map

85. Photo Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Image
Manipulation
Compute
Customer
Systems
Map

86. Photo Storage Power
Print
Web Site
Platform
CRM
Image
Manipulation
Compute
Customer
Data Centre
Systems
Map

87. Photo Storage Power
Print
Web Site
Platform
CRM
Image
Manipulation
Compute
Customer
Data Centre
Systems
Map
Visual Yes
Context Yes
Position NO
Anchor NO
Movement NO
Components Yes

88. Photo Storage Power
Print
Web Site
Platform
CRM
Image
Manipulation
Compute
Customer
Data Centre
Space has
meaning!

89. Business
Process
Map

90. Business
Process
Map
Visual Yes
Context Yes
Position NO
Anchor Yes
Movement NO
Components Yes

91. Digital
Map

92. Digital
Map Visual Yes
Context NO
Position NO
Anchor NO
Movement NO
Components Yes

93. Mind
Map

94. Mind
Map Visual Yes
Context Yes
Position Yes
Anchor Yes
Movement NO
Components Yes

96. So how to
map?

98. USER
Needs
CUP OF TEA

99. USER
Needs
CUP OF TEA
Needs
HOT WATER
TEA
Needs

100. USER
Needs
CUP OF TEA
Needs
HOT WATER
TEA
Needs
KETTLE
Needs Needs
WATER

101. USER
Needs
CUP OF TEA
Needs
HOT WATER
TEA
Needs
KETTLE
Needs Needs
WATER
POWER
Needs

102. USER
Needs
CUP OF TEA
Needs
HOT WATER
TEA
Needs
KETTLE
Needs Needs
WATER
POWER
Needs
Anchor

103. USER
Needs
CUP OF TEA
Needs
HOT WATER
TEA
Needs
KETTLE
Needs Needs
WATER
POWER
Needs
Anchor
Position

105. Photo Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Image
Manipulation
Compute
Customer
Visual Yes
Context Yes
Position NO
Anchor NO
Movement NO
Components Yes

106. Online Photo
Storage
Print
Web Site
Online Image
Manipulation
Customer
Needs
Needs
Anchor
Visual Yes
Context Yes
Position NO
Anchor Yes
Movement NO
Components Yes

107. Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Online Image
Manipulation
Compute
Customer
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
ValueChain
VisibleInvisible
Visual Yes
Context Yes
Position Yes
Anchor Yes
Movement NO
Components Yes
Position

108. Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Online Image
Manipulation
Compute
Customer
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
Visual Yes
Context Yes
Position Yes
Anchor Yes
Movement NO
Components Yes

109. Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
CRM
Online Image
Manipulation
Compute
Customer
Platform
2005
Visual Yes
Context Yes
Position Yes
Anchor Yes
Movement Yes
Components Yes

110. Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
CRM
Online Image
Manipulation
Compute
Customer
Platform
Anchor
Position
Movement

111. Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
CRM
Online Image
Manipulation
Compute
Customer
Platform
Space has
meaning!

112. So what?

113. NStrategy
Situational
Awareness
Map
Serverless
Patterns

114. Purpose
Landscape
Climate
Observe
The “game”
why of
purpose
why of
movement

115. Climate
Rules that influence
the game

116. Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Compute
Customer
Platform
Climatic pattern
Everything
evolves
Future
Past +Competition Future

117. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Platform
Customer
Past +Competition Future
Experimentation
Chaotic
Uncertain
Unpredictable
Changing
Different
Exciting
Future Worth
Unusual
Rare
Poorly understood
Differential
Competitive Advantage
Volume Operations
Ordered
Known
Measured
Stable
Standard
Obvious
Low Margin
Essential
Ubiquitous
Defined
Operational efficiency
Cost of doing business
Climatic pattern
Characteristics
change

118. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
AGILE / In-house
Strong Weak
focus on reducing cost of change

119. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
SIX SIGMA / Outsource
StrongWeak
AGILE / In-house
Strong Weak
focus on reducing deviation
focus on reducing cost of change

120. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
SIX SIGMA / Outsource
StrongWeak
AGILE / In-house
Strong Weak
Strong WeakWeak
LEAN / Off the shelf product
focus on learning & reducing waste
focus on reducing deviation
focus on reducing cost of change

121. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
SIX SIGMA / Outsource
StrongWeak
AGILE / In-house
Strong Weak
Climatic pattern
No one size
fits all
Strong WeakWeak
LEAN / Off the shelf product
focus on learning & reducing waste
focus on reducing deviation
focus on reducing cost of change

122. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
CRM
Compute
Customer
Past
+Competition
Future
Climatic pattern
Past success
breeds inertia
+Inertia
Platform
Online Image
Manipulation

125. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Compute
Customer
Online Image
Manipulation
2005

126. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Compute
Customer
+efficiency
Online Image
Manipulation
2005

127. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Compute
Customer
+efficiency
+Inertia
Online Image
Manipulation
2005

128. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Compute
Customer
+efficiency
+Inertia
+Worth
Online Image
Manipulation
2005

129. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
CRM
Compute
Customer
+efficiency
+Inertia
+Worth
Online Image
Manipulation
Here?
Here?
Here?
Here?
Where to
Invest?
Platform

130. Orient
Purpose
Landscape
Climate
Doctrine
Observe
The “game”
why of
purpose
why of
movement
Act

131. Emergency
Services Mobile
Communication
Platfom (ESMCP)

132. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible Ambient
User
Video
Job Dispatch
Messaging
D2D
Telephony
P2P
P2MP
Core Apps
Common Apps
Emergency Function
Doctrine
Focus on
user needs

133. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Mobile Network
Ambient
User
Video
Job Dispatch
Messaging
D2D
Telephony
P2P
P2MP
Core Apps
Common Apps
Local
Apps Store
App
Catalogue
Stats
App Certification
Device
Catalogue
Secure Data Service
Device
Location Services
Device
Certification
Device
Enhancements
Bespoke Coverage
Control Room
Connections
Network
Statistics
Fault
Visualisation
MDM / MAM Purchasing Billing
Radio Site Coverage
System Support
Services
Emergency Function
CO
User
Orgs
LTE Network
Enhancement
Doctrine
Think small
(as in know the
details)

134. +Borders +Immigration
+Police

135. Number of Duplicate Efforts
in a single Organisation
Technology Space Industry
2,000+
(unconfirmed)
Accounting systems Global Defence
1,000+
(estimated)
Risk management Global Finance
380 ERP system Global Energy
300+ ECM systems Global Pharma
170 Cloud projects Global Technology
118 Workflow systems Government
22 Rules Engines European Corporate
14 CRM system National Bank
6 General Rule of Thumb Everywhere
IT Weapons of Mass Duplication - Leader Board

136. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Mobile Network
Ambient
User
Video
Job Dispatch
Messaging
D2D
Telephony
P2P
P2MP
Core Apps
Common Apps
Local
Apps Store
App
Catalogue
Stats
App Certification
Device
Catalogue
Secure Data Service
Device
Location Services
Device
Certification
Device
Enhancements
Bespoke Coverage
Control Room
Connections
Network
Statistics
Fault
Visualisation
MDM / MAM Purchasing Billing
Radio Site Coverage
System Support
Services
Emergency Function
CO
User
Orgs
LTE Network
Enhancement
Doctrine
Remove
Duplication

137. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Mobile Network
Ambient
User
Video
Job Dispatch
Messaging
D2D
Telephony
P2P
P2MP
Core Apps
Common Apps
Local
Apps Store
App
Catalogue
Stats
App Certification
Device
Catalogue
Secure Data Service
Device
Location Services
Device
Certification
Device
Enhancements
Bespoke Coverage
Control Room
Connections
Network
Statistics
Fault
Visualisation
MDM / MAM Purchasing Billing
Radio Site Coverage
System Support
Services
Emergency Function
CO
User
Orgs
LTE Network
Enhancement
Doctrine
Think small
(as in contracts)

138. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
SIX SIGMA / Outsource
StrongWeak
AGILE / In-house
Strong Weak
Climatic pattern
No one size
fits all
Strong WeakWeak
LEAN / Off the shelf product
focus on learning & reducing waste
focus on reducing deviation
focus on reducing cost of change

139. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Mobile Network
Ambient
User
Video
Job Dispatch
Messaging
D2D
Telephony
P2P
P2MP
Core Apps
Common Apps
Local
Apps Store
App
Catalogue
Stats
App Certification
Device
Catalogue
Secure Data Service
Device
Location Services
Device
Certification
Device
Enhancements
Bespoke Coverage
Control Room
Connections
Network
Statistics
Fault
Visualisation
MDM / MAM Purchasing Billing
Radio Site Coverage
System Support
Services
Emergency Function
CO
User
Orgs
LTE Network
Enhancement
outsource to
utility suppliers,
Six Sigma
use off the shelf
products, Lean
build in-house with
Agile techniques
Doctrine
Use appropriate
methods

141. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Mobile Network
Ambient
User
Video
Job Dispatch
Messaging
D2D
Telephony
P2P
P2MP
Core Apps
Common Apps
Local
Apps Store
App
Catalogue
Stats
App Certification
Device
Catalogue
Secure Data Service
Device
Location Services
Device
Certification
Device
Enhancements
Bespoke Coverage
Control Room
Connections
Network
Statistics
Fault
Visualisation
MDM / MAM Purchasing Billing
Radio Site Coverage
System Support
Services
Emergency Function
CO
User
Orgs
LTE Network
Enhancement

142. What is a
world perception
server?

144. Should we
outsource or
build our own?
B
Should we
outsource or
build our own?
A

145. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Should we
outsource or
build our own?
Should we
outsource or
build our own?
A
B

146. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Autonomous
Vehicle Driver
GPS
Vehicle
State
Server
Autonomous
vehicle manager
LIDAR
World
Perception
Server
Vision System
Driver

147. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Mobile Network
Ambient
User
Video
Job Dispatch
Messaging
D2D
Telephony
P2P
P2MP
Core Apps
Common Apps
Local
Apps Store
App
Catalogue
Stats
App Certification
Device
Catalogue
Secure Data Service
Device
Location Services
Device
Certification
Device
Enhancements
Bespoke Coverage
Control Room
Connections
Network
Statistics
Fault
Visualisation
MDM / MAM Purchasing Billing
Radio Site Coverage
System Support
Services
Emergency Function
CO
User
Orgs
LTE Network
Enhancement
outsource to
utility suppliers,
Six Sigma
use off the shelf
products, Lean
build in-house with
Agile techniques
Doctrine
Use appropriate
methods

148. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Mobile Network
Ambient
User
Video
Job Dispatch
Messaging
D2D
Telephony
P2P
P2MP
Core Apps
Common Apps
Local
Apps Store
App
Catalogue
Stats
App Certification
Device
Catalogue
Secure Data Service
Device
Location Services
Device
Certification
Device
Enhancements
Bespoke Coverage
Control Room
Connections
Network
Statistics
Fault
Visualisation
MDM / MAM Purchasing Billing
Radio Site Coverage
System Support
Services
Emergency Function
CO
User
Orgs
LTE Network
Enhancement
outsource to
utility suppliers,
Six Sigma
use off the shelf
products, Lean
build in-house with
Agile techniques
Team 5
Team 6
Team 1
Team 3
Team 4
Team 2
Team 7
Team 8
Team 9
Team 10
Doctrine
Think small
(use cells)

149. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Mobile Network
Ambient
User
Video
Job Dispatch
Messaging
D2D
Telephony
P2P
P2MP
Core Apps
Common Apps
Local
Apps Store
App
Catalogue
Stats
App Certification
Device
Catalogue
Secure Data Service
Device
Location Services
Device
Certification
Device
Enhancements
Bespoke Coverage
Control Room
Connections
Network
Statistics
Fault
Visualisation
MDM / MAM Purchasing Billing
Radio Site Coverage
System Support
Services
Emergency Function
CO
User
Orgs
LTE Network
Enhancement
Team 6
Team 1
Team 3
Team 4
Team 2
Team 7
Team 8
Team 9
Team 10
Pioneers
Settlers
Town Planners
Doctrine
Think aptitude
and attitude
Team 5

150. GCHQ, Boiling Frogs, 2016, Crown Copyright, https://github.com/gchq/BoilingFrogs

151. Doctrine
universally applicable
principles regardless of
context

152. Orient
Purpose
Landscape
Climate
Doctrine
Leadership
Observe
Decide
The “game”
why of
purpose
why of
movement
Act

153. Strategy
Context specific forms
of gameplay

154. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
CRM
Online Image
Manipulation
Compute
Customer
Platform

155. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
CRM
Compute
Customer
+efficiency
+Inertia
+Worth
Online Image
Manipulation
Platform

156. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
CRM
Compute
Customer
+efficiency
+Inertia
+Worth
Online Image
Manipulation
Here?
Here?
Here?
Here?
Platform
Where to
Invest?

157. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
CRM
Compute
Customer
+efficiency
+Inertia
+Worth
Online Image
Manipulation
Gameplay
Accelerate, de-
accelerate &
constraints
Open
Fear, uncertainty
& doubt
+Constraints
Platform

158. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Use
Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Compute
Customer
Open
Online Image
Manipulation
2005
Exploit
Gameplay
Context specific
play

159. Orient
Purpose
Landscape
Climate
Doctrine
Leadership
Observe
Decide
The “game”
why of
purpose
why of
movement
Act

160. Mark Fowler, Dec 2006,
https://www.flickr.com/photos/twoshortplanks/314161151
Anita Hart, April 2007, CC BY-NC-ND 2.0
https://www.flickr.com/photos/anitakhart/472099476

161. Developeraccounts
Time (days since start)
actual
forecast
beta
alpha

162. It’s not
the future Not core

163. Ubuntu Logo,
https://www.ubuntu.com/legal/terms-and-policies/intellectual-property-policy

164. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Platform
Compute
Compute
Utility
Co-evolved management
tools and practice
(Devops)
Physical Server
Server OS
Guest OS
New
Applications
(Developers)
2008
User
Here!
Here!
Here!
Here!

165. Cloud 20102008
Windows
Other
RHEL
70% Ubuntu
Windows
RHEL

167. NStrategy
Situational
Awareness
Map
Serverless
Patterns

168. IN THE BEGINNING …

170. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute

171. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute

173. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Operating
system

174. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Operating
system

176. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Operating
system
Novel
architectural
practice
High MTTR

177. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Operating
system
High MTTR
Novel
architectural
practice

179. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Good
architectural
practice
Framework
Emerging coding
practice
Operating
system
High MTTR

180. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Good
architectural
practice
Framework
Operating
system
High MTTR
Emerging coding
practice

181. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice
Framework
Best coding
practice
Operating
system
High MTTR

183. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice
Framework
Best coding
practice
Operating
system
High MTTR

184. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice
Framework
Operating
system
Best coding
practice
Novel
architectural
practice
High MTTR
Low MTTR
Climatic pattern
co-evolution

185. CLOUD

186. Make my
stuff
“cloudy”

188. The end of
cloud is
nigh ...

189. Shouldn't
our
architecture
evolve as
well?

190. Heretic
Burn
him!

191. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice
Framework
Operating
system
Best coding
practice
Novel
architectural
practice
Low MTTR Inertia

192. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice
Framework
Operating
system
Best coding
practice
Emerging
architectural
practice (DevOps)

193. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Framework
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)

194. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Framework
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
New Tribe

195. It’s all about user
needs, iterative
cycles, automation,
feedback loops, …

196. So was ITIL

197. Heretic
Burn
him!

198. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
Framework

199. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
Framework
(e.g. Lambda)

200. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
emerging
architectural
practice
(JEFF)
Framework
(e.g. Lambda)

201. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
emerging
architectural
practice
(JEFF)
Framework
(e.g. Lambda)

202. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
Framework
(e.g. Lambda)
emerging
architectural
practice
(JEFF)

203. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
emerging
architectural
practice
(JEFF)
Framework
(e.g. Lambda)
Low MTTRHigh MTTR
New
Legacy
New Tribe

204. DevOps is
the new
legacy?

205. Heretic
Burn
him!

206. NStrategy
Situational
Awareness
Map
Serverless
Patterns

207. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
Framework
(e.g. Lambda)
emerging
architectural
practice
(JEFF)
Here
Here

208. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
emerging
architectural
practice
(JEFF)
Framework
(e.g. Lambda)
New
Legacy
New Tribe

209. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
Best
architectural
practice (Legacy)
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
emerging
architectural
practice
(JEFF)
Framework
(e.g. Lambda)
High MTTR Low MTTR

210. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
Best
architectural
practice (Legacy)
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
emerging
architectural
practice
(JEFF)
Framework
(e.g. Lambda)
High MTTR Low MTTR
High ???
Low ???

211. Obscurity of Cost

213. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Needs (Leads)

214. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Testing Application
Needs (Leads)
Test printer

215. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Find out about
Testing Application
Microsite
Needs (Leads)
Test printer

216. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Find out about
Testing Application
Platform
Microsite
Needs (Leads)
Test printer

217. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Large format printer
Find out about
Testing Application
Platform
Toner cartridge
Microsite
Needs (Leads)
Test printer

218. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Large format printer
Find out about
Testing Application
Postal delivery
Distribution
Platform
Toner cartridge
Brochure
Microsite
Needs (Leads)
Test printer

219. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Large format printer
Find out about
Testing Application
Postal delivery
Distribution
Platform
Toner cartridge
Brochure
Microsite
Needs (Leads)
Test printer
+flow

220. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Large format printer
Find out about
Testing Application
Postal delivery
Distribution
Platform
Toner cartridge
Brochure
Microsite
Needs (Leads)
Test printer
+ Conversion
Rate
+ Indirect
+ Direct
+ Cost per print
+ Cost per print
distributed
+ price per lead
+ Conversion
Rate

221. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Stepwise non
variable
components
Consumer
Client
Large format printer
Find out about
Testing Application
Postal delivery
Distribution
Platform
Toner cartridge
Brochure
Microsite
Needs (Leads)
Test printer
+ Conversion
Rate
+ Indirect
+ Direct
+ Cost per print
+ Cost per print
distributed
+ price per lead
+ Conversion
Rate

222. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Large format printer
Find out about
Testing Application
Postal delivery
Distribution
Platform
Toner cartridge
Brochure
Microsite
Needs (Leads)
Test printer
+ Conversion
Rate
+ Indirect
+ Direct
+ Cost per print
+ Cost per print
distributed
+ price per lead
+ Conversion
Rate
+ function cost
+ function cost

223. 1.Enabled worth base development
2.Refactoring had financial value
3.Code efficiency
4.Rapid acceleration in speed of
development and code re-use
5. Monitoring by flow of financial value

224. 1.Enabled worth base development
2.Refactoring had financial value
3.Code efficiency
4.Rapid acceleration in speed of
development and code re-use
5. Monitoring by flow of financial value

225. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Testing Application
Platform
Needs (Leads)
Test printer
+ Direct
+ price per lead
+ function cost

226. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Testing Application
Platform
Needs (Leads)
Test printer
+ Direct
+ price per lead
+$$
+$$
+$$
User Registration
Upload image
Brexit Trade
Barrier
Negotiator

227. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Testing Application
Platform
Needs (Leads)
Test printer
+ Direct
+ price per lead
+$$
+$$
+$$
User Registration
Upload image
Brexit Trade
Barrier
Negotiator

228. 1.Enabled worth base development
2.Refactoring had financial value
3.Code efficiency
4.Rapid acceleration in speed of
development and code re-use
5. Monitoring by flow of financial value

229. 1.Enabled worth base development
2.Refactoring had financial value
3.Code efficiency
4.Rapid acceleration in speed of
development and code re-use
5. Monitoring by flow of financial value

230. +Borders +Immigration
+Police

231. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Testing Application
Platform
Needs (Leads)
Test printer
+ Direct
+ price per lead
+$$
+$$
+$$
User Registration
Upload image
Brexit Trade
Barrier
Negotiator

232. 1.Enabled worth base development
2.Refactoring had financial value
3.Code efficiency
4.Rapid acceleration in speed of
development and code re-use
5.Monitoring by flow of financial value

233. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Testing Application
Platform
Needs (Leads)
Test printer
+ Direct
+ price per lead
+$$
+$$
+$$
User Registration
Upload image
Brexit Trade
Barrier
Negotiator

234. So when will
this happen, who
will win etc?

235. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Use
Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Compute
Customer
Open
Online Image
Manipulation
2005
Exploit
Gameplay
Context specific
play

236. What’s the …

237. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Component service
+Commoditise “pre-existing act”Gameplay
ILC

238. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Componentisation effect
Component service
Gameplay
ILC

239. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Componentisation effect
Component service
Component service
Gameplay
ILC

240. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Componentisation effect
Component service
Component service
Gameplay
ILC

241. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Componentisation effect
Component service
Component service
Others build
new things
(innovate)
Gameplay
ILC

242. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Componentisation effect
Component service
Component service
Identify patterns
through meta data
(leverage)
Others build
new things
(innovate)
Gameplay
ILC

243. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
The ever growing
platform
(commoditise)
Componentisation effect
Component service
Component service
Identify patterns
through meta data
(leverage)
Others build
new things
(innovate)
Gameplay
ILC

244. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Mobile Network
Ambient
User
Video
Job Dispatch
Messaging
D2D
Telephony
P2P
P2MP
Core Apps
Common Apps
Local
Apps Store
App
Catalogue
Stats
App Certification
Device
Catalogue
Secure Data Service
Device
Location Services
Device
Certification
Device
Enhancements
Bespoke Coverage
Control Room
Connections
Network
Statistics
Fault
Visualisation
MDM / MAM Purchasing Billing
Radio Site Coverage
System Support
Services
Emergency Function
CO
User
Orgs
LTE Network
Enhancement
Team 6
Team 1
Team 3
Team 4
Team 2
Team 7
Team 8
Team 9
Team 10
Pioneers
Settlers
Town Planners
Doctrine
Think aptitude
and attitude
Team 5

245. Supplier
Ecosystem

246. API
Supplier
API
Ecosystem

247. API
Supplier
API
Ecosystem
Size of
Ecosystem
(Apparent) rate of innovation
customer focus
efficiency

248. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
emerging
architectural
practice
(JEFF)
Framework
(e.g. Lambda)

249. Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
emerging
architectural
practice
(JEFF)
Framework
(e.g. Lambda)

250. Summary

251. Purpose
Landscape
Climate
Doctrine
Leadership
Observe
Orient
Decide
The “game”
why of
purpose
why of
movement
Act

252. Purpose
Landscape
Climate
Doctrine
Leadership
Observe
Orient
Decide
The “game”
why of
purpose
why of
movement
Act

253. Purpose
Landscape
Climate
Doctrine
Leadership
Observe
Orient
Decide
The “game”
why of
purpose
why of
movement
Act

254. Thank you
medium.com/wardleymaps
creative commons
wardleymaps.com
leadingedgeforum.com
simon.wardley@leadingedgeforum.com
@swardley

255. Learning More

256. medium.com/wardleymaps
creative commons

258. Thank you
medium.com/wardleymaps
creative commons
wardleymaps.com
leadingedgeforum.com
simon.wardley@leadingedgeforum.com
@swardley