Wardley Mapping - a practical session on scenario planning and value chain analysis
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This document discusses Wardley mapping, which is a technique for visualizing value chains and markets. It provides examples of using maps to understand user needs, product evolution, flows of capital and risk, bottlenecks in processes, and costs. Wardley mapping helps analyze how products transition from custom to commodity and how this impacts strategy, execution, and policy around standards and regulation.
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Wardley Mapping - a practical session on scenario planning and value chain analysis
- 1. Wardley Mapping – a practical session simon.wardley@leadingedgeforum.com
- 2. NScenario
- 8. “I’d rather have a first-rate execution and second-rate strategy” Jamie Dimon, CEO of JPMorgan Chase
- 9. LevelofStrategicPlay(AWARENESS) Uses Open Techniques to Compete (ACTION) 160 Hi-Tech companies in Silicon Valley, 2012, Leading edge forum Size of the bubble = No. of Companies LowHigh Low High
- 10. LevelofStrategicPlay(AWARENESS) Uses Open Techniques to Compete (ACTION) 160 Hi-Tech companies in Silicon Valley, 2012, Leading edge forum Size of the bubble = No. of Companies LowHigh Low High Execution Rules!
- 11. LevelofStrategicPlay(AWARENESS) Uses Open Techniques to Compete (ACTION) 160 Hi-Tech companies in Silicon Valley, 2012, Leading edge forum Size of the bubble = No. of Companies LowHigh Low High Strategy Rules!
- 12. LevelofStrategicPlay(AWARENESS) Uses Open Techniques to Compete (ACTION) 160 Hi-Tech companies in Silicon Valley, 2012, Leading edge forum Size of the bubble = No. of Companies LowHigh Low High +ve Market Cap (7 yrs) -ve Market Cap (7 yrs)
- 13. “Dimon’s doctrine is as flawed as it is popular.” Professor Roger L. Martin, The Execution Trap, 2009
- 19. What would you use to navigate? verbal storyvisual map
- 21. Photo Storage Power Print Web Site Platform CRM Image Manipulation Compute Customer Data Centre Space has meaning!
- 23. Business Process Map Visual Yes Context Yes Position NO Anchor Yes Movement NO Components Yes
- 24. Digital Map
- 25. Digital Map Visual Yes Context NO Position NO Anchor NO Movement NO Components Yes
- 26. Mind Map
- 27. Mind Map Visual Yes Context Yes Position Yes Anchor Yes Movement NO Components Yes
- 28. SCENARIO
- 29. Priority Order Company You Creation of a digital “cloud based” service for provision of the software 1 Investigating the use of the data conversion product that is available in order to improve efficiencies in operation 2 Expansion of existing product into overseas markets such as Brazil 3 Increasing the development effort on our existing product line including more advanced reporting and other innovative features. 4 Undertake a significant marketing campaign to promote our solution in the existing market. 5 Other
- 33. USER Needs CUP OF TEA Needs HOT WATER TEA Needs
- 34. USER Needs CUP OF TEA Needs HOT WATER TEA Needs KETTLE Needs Needs WATER
- 35. USER Needs CUP OF TEA Needs HOT WATER TEA Needs KETTLE Needs Needs WATER POWER Needs
- 36. USER Needs CUP OF TEA Needs HOT WATER TEA Needs KETTLE Needs Needs WATER POWER Needs Anchor
- 37. USER Needs CUP OF TEA Needs HOT WATER TEA Needs KETTLE Needs Needs WATER POWER Needs Anchor Position
- 39. 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
- 40. 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
- 41. 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
- 42. 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
- 43. Novel Commodity
- 44. Evolution = Change = Movement
- 45. Certainty Ubiquity Custom Built Commodity Service (rental) Product Service (utility) Genesis Supply competition Demandcompetition Simon Wardley, creative commons, 2007
- 46. 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
- 47. 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
- 48. 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
- 49. 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
- 50. 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!
- 51. So what??
- 52. FLOW
- 53. WATER USER Needs CUP OF TEA Needs HOT WATER TEA Needs KETTLE Needs Needs POWER ValueChain VisibleInvisible Needs
- 54. WATER USER Needs CUP OF TEA Needs HOT WATER TEA Needs KETTLE Needs Needs POWER ValueChain VisibleInvisible Needs Forms of Capital Exchange Financial Physical Social Risk Knowledge +bidirectional flow
- 55. WATER USER CUP OF TEA HOT WATER TEA KETTLE POWER ValueChain VisibleInvisible +financial +physical +financial +physical
- 56. WATER USER CUP OF TEA HOT WATER TEA KETTLE POWER ValueChain VisibleInvisible +$ +$ +$ +$ +$ +$
- 57. WATER USER CUP OF TEA HOT WATER TEA KETTLE POWER ValueChain VisibleInvisible +$0.35 +$0.15 +$0.20 +$0.15 +$0.05 +$0.05 Physical flow (the cup of tea)
- 58. WATER USER CUP OF TEA HOT WATER TEA KETTLE POWER ValueChain VisibleInvisible +$0.35 +$0.15 +$0.20 +$0.15 +$0.05 +$0.05 Revenue 0.35 Cost of Goods sold Tea 0.15 Water 0.05 Power 0.05 Operating Profit 0.10 Other Expense Depreciation (Kettle) 0.10 Net Income 0.00 Physical flow (the cup of tea)
- 59. Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible USER CUP OF TEA TEA KETTLE POWER ValueChain VisibleInvisible +$0.35 +$0.20 +$0.15 +$0.15 +$0.05 WATER HOT WATER +$0.05
- 60. Spend 9 months lovingly building a toaster for $1000 from raw materials? Buy a toaster for $40? If the user needs a slice of toast …
- 61. Spend years and millions of $$ lovingly building from raw materials? Use a compute utility like EC2 or GCP or Azure? If the user needs some compute …
- 62. Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible +impact USER CUP OF TEA TEA KETTLE POWER ValueChain VisibleInvisible +$0.35 +$0.20 +$0.15 +$0.15 +$0.05 WATER HOT WATER +$0.05
- 63. Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible USER CUP OF TEA TEA KETTLE POWER ValueChain VisibleInvisible +$0.35 +$0.20 +$0.15 +$0.15 +$0.05 +Inertia WATER HOT WATER +$0.05 +impact
- 64. Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible +impact (30% cost reduction) WATER USER CUP OF TEA HOT WATER TEA KETTLE POWER ValueChain VisibleInvisible +$0.25 +$0.10 +$0.15 +$0.05 +$0.05 +$0.02
- 65. Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible +impact (30% cost reduction) WATER USER CUP OF TEA HOT WATER TEA KETTLE POWER ValueChain VisibleInvisible +$0.25 +$0.10 +$0.15 +$0.05 +$0.05 +$0.02 Risk
- 67. Order Server Goods In Modify Mount New Capacity Compute Needed Rack Process flow
- 68. Order Server Goods In Modify Mount New Capacity Bottleneck Compute Needed Rack Process flow
- 69. Order Server Goods In Modify Mount New Capacity Bottleneck Compute Needed Rack Process flow +Robotics (automate) Current Robotic Cost per install failure US$2,500.00 US$2,500.00 % likelihood of failure 8.0% 0.5% Average cost of failure per install US$200 US$13 Time to install (mins) 120 30 Labour cost per install US$129 US$11 Annual number of install 8,000 8,000 Total annual cost of Install US$1,028,571 US$85,714 Total annual cost of failures US$1,600,000 US$100,000 Total annual cost US$2,628,571 US$185,714 Investment / Capex US$0 US$2,000,000 ROI < 1 year Question : Would you invest?
- 70. Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Compute User Needs
- 71. Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Compute User Needs Order Server Goods In Server Needs Needs Needs
- 72. Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Compute Modify Rack User Mount Order Server Goods In Server
- 73. Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Compute Modify Rack User Mount Order Server Goods In Server +flow
- 74. Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Compute Modify Rack User Mount Order Server Goods In Server +flow
- 75. Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Compute Modify Rack User Mount Order Server Goods In Server +flow
- 76. Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Compute Rack User Mount Order Server Goods In +flow Server Modify
- 77. Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Compute Rack User Mount Order Server Goods In +flow Server Modify
- 78. Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Compute Rack User Mount Order Server Goods In +flow Server Modify Cost of racks Cost of mounting Cost of modification Cost of physical storage & handling Capital cost of equipment
- 79. Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Compute Rack User Mount Order Server Goods In +flow Server Modify Cost of racks Cost of mounting Cost of modification Cost of physical storage & handling Capital cost of equipment Current Robotic Cost per install failure US$2,500.00 US$2,500.00 % likelihood of failure 8.0% 0.5% Average cost of failure per install US$200 US$13 Time to install (mins) 120 30 Labour cost per install US$129 US$11 Annual number of install 8,000 8,000 Total annual cost of Install US$1,028,571 US$85,714 Total annual cost of failures US$1,600,000 US$100,000 Total annual cost US$2,628,571 US$185,714 Investment / Capex US$0 US$2,000,000 ROI < 1 year Question : Would you invest?
- 81. POLICY
- 82. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Industry Shareholders $
- 83. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Industry Shareholders Consumers (voters) THING Facilities $profit $ $ $
- 84. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Industry Shareholders Consumers (voters) THING Facilities $profit $ $ Standards $ $
- 85. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Gov Industry Shareholders Regulator Consumers (voters) THING Facilities $profit $ $ Standards $ $ $ $tax $
- 86. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Gov Industry Shareholders Regulator Consumers (voters) THING Facilities Audit Enforcement $profit $legal $ $ Standards $ $ $ $ $tax $ $
- 87. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Gov Industry Shareholders Regulator Consumers (voters) THING Facilities Audit Enforcement Raw Materials $profit $legal $ $ Standards $ $ $ $ $ $tax $ $
- 88. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Gov Industry Shareholders Regulator Consumers (voters) THING Facilities Audit Enforcement Raw Materials $profit $legal $ $ Standards $ $ $ $ $ $tax $ $ Common Market
- 89. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Gov Industry Shareholders Regulator Consumers (voters) THING Facilities Audit Enforcement Raw Materials Global supply chains Other Country Standards $profit $legal $ $ Standards $ $ $ $ $ $ $tax $ $ $ Common Market
- 90. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Gov Industry Shareholders Regulator Consumers (voters) THING Facilities Audit Enforcement Raw Materials Global supply chains Other Country Standards $profit $legal $ $ Standards $ $ $ $ $ $ $tax $ $ $ Gain access to Common Market $
- 91. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Gov Industry Shareholders Regulator Consumers (voters) THING Facilities Audit Enforcement Raw Materials Global supply chains Other Country Standards $profit $legal $ $ Standards $ $ $ $ $ $ $tax $ $ $ Gain access to Common Market $
- 92. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Gov Industry Shareholders Regulator Consumers (voters) THING Facilities Audit Enforcement Raw Materials Global supply chains Other Country Standards $profit $legal $ $ Standards $ $ $ $ $ $ $tax $ $ $ Gain access to Common Market $
- 93. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Gov Industry Shareholders Regulator Consumers (voters) THING Facilities Audit Enforcement Raw Materials Global supply chains Other Country Standards $profit $legal $ $ Standards $ $ $ $ $ $ $tax $ $ $ Gain access to Common Market 1 1 +Open $
- 94. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Gov Industry Shareholders Regulator Consumers (voters) THING Facilities Audit Enforcement Raw Materials Global supply chains Other Country Standards $profit $legal $ $ $waste Standards $ $ $ $ $ $ $tax $ $ $ Gain access to Common Market 1 1 +Open 2 2 +Open $
- 95. SWOTMAP How many times have you ever gone back and learned from a past …
- 97. Purpose Landscape Climate Observe The “game” why of purpose why of movement
- 98. Climate Rules that influence the game
- 99. Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Compute Customer Platform Climatic pattern Everything evolves Future Past +Competition Future
- 100. 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
- 101. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible AGILE / In-house Strong Weak focus on reducing cost of change
- 102. 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
- 103. 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
- 104. 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
- 105. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Unit / Utility based StrongWeak COTS / Fixed StrongWeak Strong Weak Outcome based Strong Weak Time and Material / VC based focus on reducing cost of change focus on reducing deviation focus on learning & reducing waste
- 106. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Electricity +efficiency Parthian Battery
- 107. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Electricity Television Radio +efficiency +speed +speed +speed Computing Climatic pattern Efficiency enables innovation Parthian Battery Z3
- 108. Buy our home made nuts & bolts Queen Bertha and the Spinners, 1888 Albert Anker [Public domain], via Wikimedia Commons https://commons.wikimedia.org/wiki/File:400-oz-Gold-Bars-AB-01.jpg
- 112. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Climatic pattern Higher order systems create new sources of worth Electricity Television Radio +Worth Computing +Worth +Worth Z3 Parthian Battery
- 113. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Electricity Z3 Computing Parthian Battery SDC
- 114. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Computing Databases Intelligent Agents Towards user need Line of the Present Electricity Z3 SDC Parthian Battery
- 115. 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
- 118. 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
- 119. 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
- 120. 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
- 121. 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
- 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 +efficiency +Inertia +Worth Online Image Manipulation Here? Here? Here? Here? Where to Invest? Platform
- 123. TYPES
- 124. 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
- 125. 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 Activity Practice Financial monitoring
- 126. I II III IV Activities Genesis Custom Product + Rental Services Commodity + Utility Services Practices Novel Emerging Good Best Data Unmodelled Divergent Convergent Modelled Knowledge Concept Hypothesis Theory Accepted Stage of Evolution Type
- 127. Co-evolution
- 129. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute
- 130. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute
- 132. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Operating system
- 133. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Operating system
- 135. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Operating system
- 136. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Operating system High MTTR
- 137. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Operating system Novel architectural practice High MTTR
- 138. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Operating system High MTTR Novel architectural practice
- 139. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Operating system High MTTR Good architectural practice New Tribe
- 142. 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
- 143. 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
- 144. 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
- 146. 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 CLOUD
- 147. 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 CLOUD
- 148. CLOUD
- 151. The end of cloud is nigh ...
- 153. Heretic Burn him!
- 154. 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 CLOUD
- 155. 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 CLOUD
- 156. 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 CLOUD
- 157. It’s all about user needs, iterative cycles, automation, feedback loops, …
- 158. So was ITIL
- 159. Heretic Burn him!
- 160. 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 CLOUD
- 161. 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) SERVERLESS CLOUD Framework
- 162. 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 (???) Low obscurity of cost SERVERLESS CLOUD
- 163. 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 (???) Low obscurity of cost SERVERLESS CLOUD
- 164. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application emerging architectural practice (???) Low obscurity of cost SERVERLESS
- 165. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible New Tribe Application emerging architectural practice (???) SERVERLESS
- 166. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible New Tribe Application compute Best architectural practice (Legacy) Operating system Best coding practice Good architectural practice (DevOps) emerging architectural practice (???) Low MTTRHigh MTTR New Legacy SERVERLESS CLOUD
- 168. Heretic Burn him!
- 170. 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 (???) Low MTTRHigh MTTR Low obscurity of cost SERVERLESS CLOUD
- 171. 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 (???) Low MTTRHigh MTTR Low obscurity of cost LESS VISIBLE SERVERLESS CLOUD
- 172. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible SERVERLESS CLOUD Application compute Best architectural practice (Legacy) Operating system Best coding practice Good architectural practice (DevOps) emerging architectural practice (???) Low MTTRHigh MTTR Low obscurity of cost WE WON’T CARE
- 173. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible SERVERLESS CLOUD Application compute Best architectural practice (Legacy) Operating system Best coding practice Good architectural practice (DevOps) emerging architectural practice (???) Low MTTRHigh MTTR Low obscurity of cost WE WON’T CARE
- 174. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible SERVERLESS CLOUD Application compute Best architectural practice (Legacy) Operating system Best coding practice Good architectural practice (DevOps) emerging architectural practice (???) Low MTTRHigh MTTR Low obscurity of cost WIN THE BATTLE LOSE THE WAR
- 179. +efficiency +worth +speed +efficiency +worth +speed +efficiency +worth +speed Climatic pattern No choice over evolution
- 180. “Red Queen” The need to constantly evolve in order to stand still relative to a surrounding ecosystem Prof. Van Valen
- 181. 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 (???) Low MTTRHigh MTTR Low obscurity of cost SERVERLESS CLOUD
- 182. 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 (???) Low MTTRHigh MTTR Low obscurity of cost SERVERLESS CLOUD WE WON’T CARE
- 183. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application Best coding practice emerging architectural practice (???) Low obscurity of cost SERVERLESS
- 184. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible SERVERLESS Best coding practice emerging architectural practice (???) Low obscurity of cost Application
- 185. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible SERVERLESS emerging architectural practice (???) Low obscurity of cost Application
- 186. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible SERVERLESS emerging architectural practice (???) Low obscurity of cost Application +efficiency
- 187. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible SERVERLESS emerging architectural practice (???) Low obscurity of cost Application +efficiency +speed
- 188. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible SERVERLESS emerging architectural practice (???) Low obscurity of cost Application +efficiency New Application +speed +speed ADJACENT UNEXPLORED
- 189. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible SERVERLESS emerging architectural practice (???) Low obscurity of cost Application +efficiency New Application +speed +speed ADJACENT UNEXPLORED +Worth
- 190. +efficiency +worth +speed +efficiency +worth +speed +efficiency +worth +speed Climatic pattern No choice over evolution
- 191. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Climatic pattern Punctuated Equilibrium
- 193. BUILD YOUR OWN SERVERLESS
- 194. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible SERVERLESS emerging architectural practice (???) Low obscurity of cost ApplicationNew Application +speed +speed ADJACENT UNEXPLORED +Worth +inertia +efficiency
- 195. Spend 9 months and $1000 lovingly building your own toaster? Buy a toaster for $40? If the user needs a slice of toast … ThomasThwaite,TheToasterProject
- 196. Spend years and millions of $$ lovingly building your own cloud? Use a compute utility like EC2 or GCP or Azure? If the user needs some compute …
- 197. Build your own? Use a serverless environment like Lambda or Azure Functions or Google Functions If the user needs to run some code …
- 198. Category Wardley’s Climatic Pattern (Rules of the game. Patterns that are applied across contexts regardless of user choice) Components Everything evolves through supply and demand competition Rates of evolution can vary by ecosystem (e.g. consumer vs industrial) Characteristics change as components evolve (Salaman & Storey) No choice over evolution (Red Queen) No single method fits all (e.g. in development or purchasing) Components can co-evolve (e.g. practice with activity) Evolution consists of multiple waves of diffusion with many chasms. Commoditisation <> Centralisation Financial Higher order systems create new sources of value Efficiency does not mean a reduced spend (Jevon’s Paradox) Capital flows to new areas of value Creative Destruction (Joseph Schumpeter) Future value is inversely proportional to the certainty we have over it. Evolution to higher order systems results in increasing local order and energy consumption Speed Efficiency enables innovation (Componentisation effect) Evolution of communication mechanisms can increase the speed of evolution overall and the diffusion of a single example of change Increased stability of lower order systems increases agility & speed of re-combination Change is not always linear (discontinuous & exponential change exists) Shifts from product to utility tend to demonstrate a punctuated equilibrium Inertia Success breeds inertia Inertia can kill an organisation Inertia increases the more successful the past model is Competitors Competitors actions will change the game Most competitors have poor situational awareness Prediction Not everything is random (p[what] vs p[when]) Economy has cycles (peace, war and wonder) Different forms of disruption (predictable vs non- predictable) A “war” (point of industrialisation) causes organisations to evolve You cannot measure evolution over time or adoption, you need to embrace uncertainty. The less evolved something is then the more uncertain it becomes Not everything survives
- 200. magic frameworkposition and movement What would you use to communicate and determine strategy in battle?
- 201. magic frameworkposition and movement What would you use to communicate and determine strategy in battle? FAMILIAR
- 202. What would you use to navigate? verbal storyvisual map FAMILIAR
- 203. Orient Purpose Landscape Climate Doctrine Leadership Observe Decide The “game” why of purpose why of movement Act
- 204. Strategy Context specific forms of gameplay
- 206. 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
- 207. 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
- 208. 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?
- 209. 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
- 210. Innovate - Leverage - Commoditise (ILC)
- 211. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Component service +Commoditise “pre-existing act”Gameplay ILC
- 212. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Componentisation effect Component service Gameplay ILC
- 213. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Componentisation effect Component service Component service Gameplay ILC
- 214. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Componentisation effect Component service Component service Gameplay ILC
- 215. 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
- 216. 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
- 217. 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
- 218. Supplier Ecosystem
- 220. API Supplier API Ecosystem Size of Ecosystem (Apparent) rate of innovation customer focus efficiency
- 222. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Online Photo Storage Data Centre Power Print Web Site CRM Compute Customer Online Image Manipulation Platform 2005
- 223. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Here? Here? Here? Online Photo Storage Data Centre Power Print Web Site Platform CRM Compute Customer Online Image Manipulation 2005 Here?
- 224. 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 Here?
- 225. 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 Open Online Image Manipulation 2005
- 226. 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 Open Online Image Manipulation 2005
- 227. 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 Open Online Image Manipulation 2005 Exploit
- 228. 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
- 229. 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
- 230. Orient Purpose Landscape Climate Doctrine Leadership Observe Decide The “game” why of purpose why of movement Act
- 232. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Client Efficiency Analysis
- 233. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Activity Client Power Sensors Environmental Data System logic Efficiency Analysis Practice Data
- 234. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Client US Power Sensors Environmental Data Brazil Efficiency Analysis EU System logic Market
- 235. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Client China US Power Sensors Environmental Data Brazil Efficiency Analysis EU System logic
- 236. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Client China US Power Sensors Environmental Data Brazil Efficiency Analysis EU System logic
- 237. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Client China US Player Power Sensors Environmental Data Brazil Efficiency Analysis System logic
- 238. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Client China US Player Power Sensors Environmental Data Brazil Efficiency Analysis System logic + future development + ecosystem
- 239. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Client China Power Sensors Environmental Data Emerging Practice Brazil Efficiency Analysis System logic US Player + future development + ecosystem
- 240. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Client China Power Sensors Environmental Data Emerging Practice Brazil Efficiency Analysis System logic US Player + future development + legacy + ecosystem Legacy
- 241. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Client China Power Sensors Environmental Data Emerging Practice Brazil Efficiency Analysis System logic US Player + future development + legacy + ecosystem Legacy Leave it! Here
- 242. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Client China Power Sensors Environmental Data Emerging Practice Brazil Efficiency Analysis System logic US Player + future development + legacy + ecosystem +Cloud effort 1 2 3 5 4 +Use +Sell +Market +Development
- 243. SCENARIO
- 244. Priority Order Company You Creation of a digital “cloud based” service for provision of the software 1 Investigating the use of the data conversion product that is available in order to improve efficiencies in operation 2 Expansion of existing product into overseas markets such as Brazil 3 Increasing the development effort on our existing product line including more advanced reporting and other innovative features. 4 Undertake a significant marketing campaign to promote our solution in the existing market. 5 Other
- 245. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Client China Power Sensors Environmental Data Emerging Practice Brazil Efficiency Analysis System logic US Player + future development + legacy + ecosystem
- 246. MY PLAY
- 247. SWOTMAP How many times have you ever learned from a past …
- 248. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Client China Power Sensors Environmental Data Emerging Practice Brazil Efficiency Analysis System logic US Player + future development + legacy 1 2 5 63 87 9 10 4
- 249. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Client China Power Sensors Environmental Data Emerging Practice Brazil Efficiency Analysis System logic US Player + future development + legacy + ecosystem 1 +Sell 2 +Market
- 250. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Client China Power Sensors Environmental Data Emerging Practice Brazil Efficiency Analysis System logic US Player + future development + legacy + ecosystem Open? 1 +Sell 1 +Cloud effort 2 3 +Use 4 2 +Market +Build Open? 5
- 251. RECAP
- 253. 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
- 257. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Compute Customer Platform Climatic pattern Everything evolves Future Past +Competition Future
- 258. 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
- 259. Purpose Landscape Climate Observe The “game” why of purpose Wardley Map Anticipation
- 260. 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?
- 261. Orient Purpose Landscape Climate Doctrine Observe The “game” why of purpose Act Wardley Map Anticipation
- 262. Orient Purpose Landscape Climate Doctrine Observe The “game” why of purpose Act Wardley Map Anticipation Organise
- 263. Orient Purpose Landscape Climate Doctrine Leadership Observe Decide The “game” why of purpose why of movement Act Wardley Map Anticipation Organise
- 264. 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
- 265. 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 Gameplay Accelerate, de- accelerate & constraints Open Fear, uncertainty & doubt +Constraints
- 266. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Use Exploit Online Photo Storage Data Centre Power Print Web Site CRM Compute Customer +Inertia Online Image Manipulation Open +Constraints +Worth +efficiency 2005 Gameplay Context specific play Platform
- 267. Orient Purpose Landscape Climate Doctrine Leadership Observe Decide The “game” why of purpose why of movement Act Wardley Map Anticipation Organise Scenario Planning
- 268. Orient Purpose Landscape Climate Doctrine Leadership Observe Decide The “game” why of purpose why of movement Act Wardley Map Anticipation Organise Scenario Planning
- 269. IMPLEMENTING
- 270. Orient Purpose Landscape Climate Doctrine Leadership Observe Decide The “game” why of purpose why of movement Act Wardley Map Spend Control (collect, collate, challenge and advise)