Resources

Start with our Wardley Mapping 101 guide to learn the fundamentals, then practice with simple examples from your own experience. Focus on one user need and build your map step by step.

Yes—Wardley Mapping is free. Simon Wardley shared his writings under Creative Commons. But the ideas themselves aren’t owned, mapping has no fixed definition, and the framework references third-party knowledge.

These are misspellings of 'Wardley maps'. Simon Wardley doesn't have much luck with names - 'Wardley' is just the name of a village in the UK, so when you search for a 'wardley map', you might literally get maps of that village instead of the strategic mapping framework.

Wardley Mapping is a strategic thinking technique that helps organizations understand their environment, identify upcoming changes, and choose the best actions. It involves creating visual maps that plot components of a value chain against an evolution axis, from 'genesis' (new and uncertain) to 'commodity' (well-established and standardized). This situational awareness enables better strategic decision-making by showing where you are, where you're going, and how to navigate the landscape effectively.

Simon Wardley is a British strategist, researcher, and the creator of Wardley Mapping. With a background in genetics, mathematics, and economics, he developed the Wardley Mapping framework in 2005 while working as CEO at Fotango. He's now a researcher at DXC's Leading Edge Forum, advising corporations and governments on strategic thinking.

Wardley Maps feel uncomfortable because they force you to confront strategic truths you've been avoiding. But this discomfort is actually your competitive advantage—it means you're discovering insights your competitors haven't found yet.