Make a Wardley Map your business in a few minutes
This free Claude skill walks you through the Wardley Mapping process and provides a readable map plus concrete strategic moves. Based on Simon Wardley's doctrine and gameplay. Open source, no nonsense, directly applicable.
Why a Wardley Map to make?
A good strategic decision starts with seeing what you don't see. Wardley Mapping reveals dependencies, evolution, and competition so you stop guessing and know where to invest or stop.
See dependencies
Which component leans on which component. No more surprises when something in the chain fails.
Anticipate evolution
Everything is moving towards becoming a commodity. Decide now what you need to build yourself and what you'd be better off buying.
Make better moves
Classic gameplay options such as ILC, open source plays or pricing plays directly applicable to your situation.
Doctrine compliant
Follows Wardley's 40 principles. No free interpretation, just the method as intended.
Hoe kan ik deze Claude skill gebruiken works really
Not a quick-fix prompt, but a structured process that guides you through all six steps of Wardley Mapping. You will receive a readable map at the end, plus concrete, urgently ordered strategic moves.
Anchor first
The skill refuses to proceed without a clear user and need. No anchor, no map.
Honest evolution check
Test each component with the question “can I buy this elsewhere”. This will lead to less complacent placement.
Climatic forecasts
Predicts which components will shift within 1 to 3 years and what that means for you.
Inertia warnings
Checks which organisational assumptions are hindering the right moves.
Determine the user and need
One person, one primary need. This will be the anchor at the top of your map.
List the components
Activities, practices, data, knowledge, software. Eight to fifteen items, no more.
Draw dependencies
What component needs what component to live. The map is nothing without connections.
Place on the evolutionary axis
Genesis, Custom, Product, Commodity. Fair placement based on market signals.
Find the gameplay
Classic moves such as ILC, open source play, pricing play, or industrialisation play.
Map plus set
A readable map plus an ordered list of strategic moves with the first step for this week.
Example output
This is what the output looks like when an SEO agency goes through the skill. On the left, the map itself in text format, on the right, the strategic moves. Directly copyable into your strategy document.
The map (text representation)
User need: B2B leads from Google
└─ Content strategy [Custom]
├─ Content production [Product]
├─ Keyword research [Product]
└─ Optimisation [Custom]
└─ Technical SEO [Product/Commodity]
└─ Link building [Custom→Product]
└─ Reporting [Commodity]
VISIBILITY ↑
INVISIBLE ↓
Genesis - Custom - Product - Commodity →Strategic moves
Set 1 Automate content production
Shift from Custom to Product with AI assist. Lower cost, higher margin. First step this week: 5 pieces via Claude with your own letter.
Set 2 Build your own strategy methodology
Invest in something that IS NOT copyable. Strategy is your only Genesis place. Write down your methodology this week.
Set 3 Pak AI search now
ChatGPT and Perplexity are a new genesis component. Those who step in now will ride the wave of evolution.
Strategy with or without the map
The difference between blindly hammering the wrong nail and knowing where your hammer strikes. This is what a Wardley Map delivers versus how most entrepreneurs make decisions now.
Decisions based on feeling and hype
- ✕ You build yourself what you could have bought better
- ✕ You're investing in commodity parts, there's no margin in that.
- ✕ You are missing the shift from Custom to Product
- ✕ Your organisation is stuck in old practices
- ✕ You don't know where your real moat is
- ✕ Your strategy is a PowerPoint without ground truth
Decisions based on situational awareness
- ✓ You see which components are Genesis, Custom, Product or Commodity
- ✓ You know which part you need to build yourself versus outsourcing or buying.
- ✓ You anticipate evolutionary pressures rather than succumbing to them
- ✓ You recognise classic gameplay patterns in your market
- ✓ You protect your real moat and stop fighting on commodities.
- ✓ Your strategy is a living document, not a dead deck
What's in under the bonnet
No black box. The skill instruction is open and clear. Below you can see how Claude is instructed to consistently go through six steps, with doctrine as the common thread.
bronze: Simon Wardley, Wardley Maps (CC-BY-SA)
steps:
- Determine user and need (anchor)
- List of components: activities, practices, data, knowledge
- Draw dependencies from top to bottom
- Place each component on the evolution axis (Genesis to Commodity)
- Gameplay identification: Pioneer/Settler/Town Planner, ILC, open source play
- Raise the map, more organised strategic moves and climatic forecasts
doctrine_check:
# refuse without clear anchor
# test placement with “can I buy this elsewhere”
# flag inertia on assumptions in the organisation
output: Markdown with map (ASCII), components table, moves, forecasts, inertia
Frequently Asked questions
What you probably want to know before installing this Wardley Mapping skill in Claude. Missed one? Send a message, and I'll add it.
Who is this Wardley Mapping skill intended for?
For entrepreneurs, founders, product managers, and strategists who need to make strategic decisions around build versus buy, platform choices, or when a market shifts. No technical knowledge is required, but a willingness to honestly assess your own situation is.
Do I need Claude Pro?
The skill works best in Claude Pro, Team, or Enterprise because you can install custom skills there. In the free version, you can use the SKILL.md content as a system prompt, which will give you similar results.
What is the difference with SWOT or the Business Model Canvas?
SWOT and BMC are static. Wardley Mapping adds two axes: visibility and evolution. This allows you to see dynamics and predict how your position will change. It is not an adversary to those other tools, it is a complement.
May I use the skill for commercial purposes?
Yes. The skill is under the MIT licence. Wardley's underlying work is Creative Commons Sharealike. You are permitted to use the skill in your consultancy, with clients, or in your own business. We appreciate attribution.
How deep does the analysis go?
You will receive a complete map (8 to 15 components), an evolution table, three to five strategic moves, climatic forecasts for the coming years, and a list of inertia warnings. Sufficient for an initial strategy session or as input for your leadership team.
What if my business is very niche?
Wardley Mapping works at any level, from a one-person startup to a multinational. For niche markets, it's particularly useful as you can quickly see which commodity components are breaking your market down or protecting it.
Can I also have the map generated visually?
The skill provides a text representation and a components table. For a visual map, you can load the output into tools like OnlineWardleyMaps or MapKeep. Both are free and open source.
Get your Wardley Mapping Prowess
Download the zip, extract it, drag the SKILL.md file into your Claude skills folder, and you're ready to strategically map your business or product. No account, no email, no hassle.
Download skill (zip)Sea Thought skills for Claude
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