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<!DOCTYPE html>
<html lang="en">
<head>
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<meta property="og:title" content="Evolutionary Characteristics" />
<meta property="og:description" content="How evolved is the component? A resource for learning about evolutionary characteristics and applying the concepts in Wardley Mapping." />
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<meta name="twitter:description" value="How evolved is the component? A resource for learning about evolutionary characteristics and applying the concepts in Wardley Mapping." />
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<title>Evolutionary Characteristics</title>
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</head>
<body id="home">
<div class="container-fluid">
<div class="page-header">
<h1>Evolutionary Characteristics <small>How evolved is the component?</small></h1>
</div>
<blockquote>
<p>Don’t worry if some of the terms are confusing... just use what you can. Like Chess, mapping is a craft and you will get better with practice.</p>
<footer>Simon Wardley in <cite title="Source Title"><a href="https://medium.com/wardleymaps/finding-a-path-cdb1249078c0" target="_blank">Finding a Path</a></cite></footer>
</blockquote>
<div class="panel-group" id="accordion" role="tablist" aria-multiselectable="true">
<div class="panel panel-default">
<div class="panel-heading" role="tab" id="headingIntroductionComponent">
<h4 class="panel-title">
<a role="button" data-toggle="collapse" data-parent="#accordion" href="#collapseIntroductionComponent" aria-expanded="true" aria-controls="collapseIntroduction">
<span class="caret"></span> Introduction: What is a Component?
</a>
</h4>
</div>
<div id="collapseIntroductionComponent" class="panel-collapse collapse" role="tabpanel" aria-labelledby="headingIntroductionComponent">
<div class="panel-body">
<p class="lead">A component may be an <strong>Activity</strong>, a <strong>Practice</strong>, <strong>Data</strong>, or <strong>Knowledge</strong>.</p>
<p>For example, a <strong>Cup of Tea</strong> could be a component. It might need additional underlying components such as <strong>Tea</strong> and <strong>Hot Water</strong>. In your organization, a component might be something like a <strong>Web Site</strong>, a <strong>Purchasing Order</strong>, <strong>Adjudication</strong>, or <strong>Feedback Collection</strong>.</p>
</div>
</div>
</div>
<div class="panel panel-default">
<div class="panel-heading" role="tab" id="headingIntroductionEvolution">
<h4 class="panel-title">
<a role="button" data-toggle="collapse" data-parent="#accordion" href="#collapseIntroductionEvolution" aria-expanded="true" aria-controls="collapseIntroduction">
<span class="caret"></span> Introduction: What is Evolution?
</a>
</h4>
</div>
<div id="collapseIntroductionEvolution" class="panel-collapse collapse" role="tabpanel" aria-labelledby="headingIntroductionEvolution">
<div class="panel-body">
<p class="lead">All components <strong>evolve from left to right</strong> under the influence of supply and demand competition.</p>
<table class="table table-responsive">
<thead>
<tr>
<th>Stage of Evolution</th>
<th><h3>I</h3></th>
<th><h3>II</h3></th>
<th><h3>III</h3></th>
<th><h3>IV</h3></th>
</tr>
</thead>
<tbody>
<tr>
<td class="heading heading-parent"></td>
<td colspan="4">
<svg class="svg-hidden">
<defs>
<symbol id="arrow-right" viewBox="0 0 64 64" preserveAspectRatio="none">
<title>arrow-right</title>
<path d="M62 32l-2-30v18h-62v24h62v18z"></path>
</symbol>
</defs>
</svg>
<svg class="arrow-right"><use href="#arrow-right"></use></svg>
</td>
</tr>
<tr>
<td class="heading"></td>
<td class="bg-danger">
<h3>Genesis</h3>
<p>Unique, rare, uncertain, constantly changing, newly-discovered.</p>
<p>The focus is on <strong>exploring</strong>.</p>
</td>
<td class="bg-warning">
<h3>Custom</h3>
<p>Uncommon, frequently-changing, requires artisanal skill, no two are the same.</p>
<p>The focus is on <strong>learning</strong> and <strong>developing the craft</strong></p>
</td>
<td class="bg-success">
<h3>Product (and rental)</h3>
<p>Increasingly common, more defined, better understood. Repeatable processes. Change is slower. Initial differentiation but increasing stability and sameness. There are often many of the same kind of product.</p>
<p>The focus is on <strong>refining</strong> and <strong>improving</strong>.</p>
</td>
<td class="bg-info">
<h3>Commodity (and utility)</h3>
<p>Scale and volume operations of production. Highly standardized. Defined. Fixed. Undifferentiated. Fit for a specific known purpose. Repetition, repetition, repetition... With time, it becomes commonplace and less visible.</p>
<p>The focus is on <strong>ruthlessly removing deviation</strong>, <strong>industrialising</strong>, and <strong>increasing operational efficiency</strong>.
</td>
</tr>
</tbody>
</table>
</div>
</div>
</div>
<div class="panel panel-default">
<div class="panel-heading" role="tab" id="headingIntroductionEvolutionaryCharacteristics">
<h4 class="panel-title">
<a role="button" data-toggle="collapse" data-parent="#accordion" href="#collapseIntroductionEvolutionaryCharacteristics" aria-expanded="true" aria-controls="collapseIntroduction">
<span class="caret"></span> Introduction: Evolutionary Characteristics
</a>
</h4>
</div>
<div id="collapseIntroductionEvolutionaryCharacteristics" class="panel-collapse collapse" role="tabpanel" aria-labelledby="headingIntroductionEvolutionaryCharacteristics">
<div class="panel-body">
<p class="lead">As components evolve, <strong>their characteristics change</strong>.</p>
<table class="table table-hover table-responsive">
<thead>
<tr>
<th><h3>I</h3></th>
<th><h3>II</h3></th>
<th><h3>III</h3></th>
<th><h3>IV</h3></th>
</tr>
</thead>
<tbody>
<tr>
<td class="bg-danger"><h3>Genesis</h3></td>
<td class="bg-warning"><h3>Custom</h3></td>
<td class="bg-success"><h3>Product (+rental)</h3></td>
<td class="bg-info"><h3>Commodity (+utility)</h3></td>
</tr>
<tr>
<td colspan="4"><svg class="arrow-right"><use href="#arrow-right"></use></svg></td>
</tr>
<tr>
<td colspan="2"><strong>Uncharted</strong></td>
<td colspan="2" class="text-right"><strong>Industrialised</strong></td>
</tr>
<tr>
<td colspan="2">Chaotic</td>
<td colspan="2" class="text-right">Ordered</td>
</tr>
<tr>
<td colspan="2">Uncertain</td>
<td colspan="2" class="text-right">Known</td>
</tr>
<tr>
<td colspan="2">Unpredictable</td>
<td colspan="2" class="text-right">Measured</td>
</tr>
<tr>
<td colspan="2">Changing</td>
<td colspan="2" class="text-right">Stable</td>
</tr>
<tr>
<td colspan="2">Different</td>
<td colspan="2" class="text-right">Standard</td>
</tr>
<tr>
<td colspan="2">Exciting</td>
<td colspan="2" class="text-right">Obvious</td>
</tr>
<tr>
<td colspan="2">Future Worth</td>
<td colspan="2" class="text-right">Low Margin</td>
</tr>
<tr>
<td colspan="2">Unusual</td>
<td colspan="2" class="text-right">Essential</td>
</tr>
<tr>
<td colspan="2">Rare</td>
<td colspan="2" class="text-right">Ubiquitous</td>
</tr>
<tr>
<td colspan="2">Poorly Understood</td>
<td colspan="2" class="text-right">Defined</td>
</tr>
<tr>
<td colspan="2">Experimentation</td>
<td colspan="2" class="text-right">Volume Operations</td>
</tr>
<tr>
<td colspan="2">Differential</td>
<td colspan="2" class="text-right">Operational Efficiency</td>
</tr>
<tr>
<td colspan="2">Competitive Advantage</td>
<td colspan="2" class="text-right">Cost of Doing Business</td>
</tr>
</tbody>
</table>
</div>
</div>
</div>
<div class="panel panel-default">
<div class="panel-heading" role="tab" id="simpleHeading">
<h4 class="panel-title">
<a role="button" data-toggle="collapse" data-parent="#accordion" href="#collapseSimple" aria-expanded="true" aria-controls="collapseSimple">
<span class="caret"></span> Simple: Cheat Sheet
</a>
</h4>
</div>
<div id="collapseSimple" class="panel-collapse collapse" role="tabpanel" aria-labelledby="simpleHeading">
<div class="panel-body">
<p class="lead">How evolved is the component?</p>
<p>Select cells to highlight them as you think, discuss, and challenge assumptions.</p>
<table class="table table-hover table-responsive table-markable">
<thead>
<tr>
<th>Stage of Evolution</th>
<th><h3>I</h3></th>
<th><h3>II</h3></th>
<th><h3>III</h3></th>
<th><h3>IV</h3></th>
</tr>
<tr>
<th class="active"></th>
<th class="bg-danger"><h3>Genesis</h3></th>
<th class="bg-warning"><h3>Custom</h3></th>
<th class="bg-success"><h3>Product (+rental)</h3></th>
<th class="bg-info"><h3>Commodity (+utility)</h3></th>
</tr>
</thead>
<tbody>
<tr>
<td class="heading"></td>
<td colspan="4"><svg class="arrow-right"><use href="#arrow-right"></use></svg></td>
</tr>
<tr>
<td class="heading">Ubiquity</td>
<td>Rare</td>
<td>Slowly increasing consumption</td>
<td>Rapidly increasing consumption</td>
<td>Widespread and stabilising</td>
</tr>
<tr>
<td class="heading">Certainty</td>
<td>Poorly understood</td>
<td>Rapid increases in learning</td>
<td>Rapid increases in use / fit for purpose</td>
<td>Commonly understood (in terms of use)</td>
</tr>
<tr>
<td class="heading">Market</td>
<td>Undefined market</td>
<td>Forming market</td>
<td>Growing market</td>
<td>Mature market</td>
</tr>
<tr>
<td class="heading">User perception</td>
<td>Different / confusing / exciting / surprising</td>
<td>Leading edge / emerging</td>
<td>Common / disappointed if not used or available</td>
<td>Standard / expected</td>
</tr>
<tr>
<td class="heading">Failure</td>
<td>High / tolerated / assumed</td>
<td>Moderate / unsurprising but disappointed</td>
<td>Not tolerated, focus on constant improvement</td>
<td>Operational efficiency and surprised by failure</td>
</tr>
</tbody>
</table>
</div>
</div>
</div>
<div class="panel panel-default">
<div class="panel-heading" role="tab" id="advancedHeading">
<h4 class="panel-title">
<a role="button" data-toggle="collapse" data-parent="#accordion" href="#collapseAdvanced" aria-expanded="true" aria-controls="collapseAdvanced">
<span class="caret"></span> Advanced: Cheat Sheet
</a>
</h4>
</div>
<div id="collapseAdvanced" class="panel-collapse collapse" role="tabpanel" aria-labelledby="advancedHeading">
<div class="panel-body">
<p class="lead">How evolved is the component?</p>
<p>Select cells to highlight them as you think, discuss, and challenge assumptions.</p>
<table class="table table-hover table-responsive table-markable">
<thead>
<tr>
<th>Stage of Evolution</th>
<th><h3>I</h3></th>
<th><h3>II</h3></th>
<th><h3>III</h3></th>
<th><h3>IV</h3></th>
</tr>
<tr>
<th class="active"></th>
<th class="bg-danger"><h3>Genesis</h3></th>
<th class="bg-warning"><h3>Custom</h3></th>
<th class="bg-success"><h3>Product (+rental)</h3></th>
<th class="bg-info"><h3>Commodity (+utility)</h3></th>
</tr>
</thead>
<tbody>
<tr>
<td class="heading heading-parent">Characteristics</td>
<td colspan="4"><svg class="arrow-right"><use href="#arrow-right"></use></svg></td>
</tr>
<tr>
<td class="heading">Ubiquity</td>
<td>Rare</td>
<td>Slowly increasing consumption</td>
<td>Rapidly increasing consumption</td>
<td>Widespread and stabilising</td>
</tr>
<tr>
<td class="heading">Certainty</td>
<td>Poorly understood</td>
<td>Rapid increases in learning</td>
<td>Rapid increases in use / fit for purpose</td>
<td>Commonly understood (in terms of use)</td>
</tr>
<tr>
<td class="heading">Publication Types</td>
<td>Normally describe the wonder of the thing</td>
<td>Build / construct / awareness and learning</td>
<td>Maintenance / operations / installation / features</td>
<td>Focused on use</td>
</tr>
<tr>
<td class="heading heading-parent">General Properties</td>
</tr>
<tr>
<td class="heading">Market</td>
<td>Undefined market</td>
<td>Forming market</td>
<td>Growing market</td>
<td>Mature market</td>
</tr>
<tr>
<td class="heading">Knowledge management</td>
<td>Uncertain</td>
<td>Learning on use</td>
<td>Learning on operation</td>
<td>Known / accepted</td>
</tr>
<tr>
<td class="heading">Market perception</td>
<td>Chaotic (non-linear)</td>
<td>Domain of experts</td>
<td>Increasing expectations of use</td>
<td>Ordered (appearance of being linear) / trivial</td>
</tr>
<tr>
<td class="heading">User perception</td>
<td>Different / confusing / exciting / surprising</td>
<td>Leading edge / emerging</td>
<td>Common / disappointed if not used or available</td>
<td>Standard / expected</td>
</tr>
<tr>
<td class="heading">Perception in industry</td>
<td>Competitive advantage / unpredictable / unknown</td>
<td>Competitive advantage / ROI / case examples</td>
<td>Advantage through implementation / features</td>
<td>Cost of doing business / accepted</td>
</tr>
<tr>
<td class="heading">Focus of value</td>
<td>High future worth</td>
<td>Seeking profit / ROI?</td>
<td>High profitability</td>
<td>High volume / reducing margin</td>
</tr>
<tr>
<td class="heading">Understanding</td>
<td>Poorly understood / unpredictable</td>
<td>Increasing understanding / development of measures</td>
<td>Increasing education / constant refinement of needs / measures</td>
<td>Believed to be well defined / stable / measurable</td>
</tr>
<tr>
<td class="heading">Comparison</td>
<td>Constantly changing / a differential / unstable</td>
<td>Learning from others / testing the water / some evidential support</td>
<td>Feature difference</td>
<td>Essential / operational advantage</td>
</tr>
<tr>
<td class="heading">Failure</td>
<td>High / tolerated / assumed</td>
<td>Moderate / unsurprising but disappointed</td>
<td>Not tolerated, focus on constant improvement</td>
<td>Operational efficiency and surprised by failure</td>
</tr>
<tr>
<td class="heading">Market action</td>
<td>Gambling / driven by gut</td>
<td>Exploring a "found" value</td>
<td>Market analysis / listening to customers</td>
<td>Metric driven / build what is needed</td>
</tr>
<tr>
<td class="heading">Efficiency</td>
<td>Reducing the cost of change (experimentation)</td>
<td>Reducing cost of waste (Learning)</td>
<td>Reducing cost of waste (Learning)</td>
<td>Reducing cost of deviation (Volume)</td>
</tr>
<tr>
<td class="heading">Decision drivers</td>
<td>Heritage / culture</td>
<td>Analysis & synthesis</td>
<td>Analysis & synthesis</td>
<td>Previous experience</td>
</tr>
</tbody>
</table>
</div>
</div>
</div>
</div>
<p>This work is adapted from <a href="https://medium.com/wardleymaps/finding-a-path-cdb1249078c0" target="_blank">Finding a Path</a> by Simon Wardley, and thereby licensed <a href="https://creativecommons.org/licenses/by-sa/4.0/" target="_blank">Creative Commons Attribution-Share Alike 4.0</a>.</p>
<a href="https://github.com/unicalabs/evolutionary-characteristics" target="_blank"><img style="position: absolute; top: 0; right: 0; border: 0;" src="https://camo.githubusercontent.com/38ef81f8aca64bb9a64448d0d70f1308ef5341ab/68747470733a2f2f73332e616d617a6f6e6177732e636f6d2f6769746875622f726962626f6e732f666f726b6d655f72696768745f6461726b626c75655f3132313632312e706e67" alt="Fork me on GitHub" data-canonical-src="https://s3.amazonaws.com/github/ribbons/forkme_right_darkblue_121621.png"></a>
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