When we fail to do this we force customers into a chasm of uncertainty which they resort to filling with often inappropriate products. They look for magic.
A look at this Wardley map of evolution, (below) applicable to most products or services, gives us a way of exploring the digital strategy landscape.
Digital is maturing from novel toward common along the Ubiquity axis. We will return to how far it has actually moved along that axis to help explain the tensions we may otherwise miss. But what we can be certain of is that demand is increasing and that means the movement is toward Common.
On the Certainty axis it is harder to see movement away from the Genesis zone. Companies are testing the water, feeling their way with agile here, lean there, new tools but same ways of working almost everywhere... There is no certain way of doing or being digital yet. Not by some distance.
Strategy is on the whole built from experiment. And while productisation is a mantra within most consulting houses, the reality is customisation built upon rapid-iteration experiments. Making those rapid iteration cycles more effective is state of the art in digital strategy right now. And that's because certainty remains low.
To summarise to this point: There is a greater demand for ubiquity than there is market capability to productise its response. Referring to the map below, it feels to me like we are high enough up the Ubiquity axes for products to be the norm, but on the Certainty axis, we have hardly got out of Genesis.
|From Simon Wardley: via https://blog.gardeviance.org|
Understanding this situation helps us better plan our response. My (badly drawn) map below illustrates both where it feels to me we are (X), and offers a response to what the evolutionary drivers suggest is the direction our customers will want us to take. Note, the product and custom boxes have contorted offering a much larger overlap than ordinarily expected (compared to the original, above). This is my take on responding to the distortion of current high demand vs current low supply.
|X marks where we are now - market trend indicates the direction of evolution we must respond to|
It suggests that we have to respond with products which help take our customers further along the Certainty axis.
To do this we should offer and embrace
- A clear role for digital consulting - Responding to the need of moving the customer to greater certainty, enabling them to take advantage of genuine productisation as it emerges (essential to the value-building activities of creating higher-order outputs - just as custom nuts and bolts enabled the building of higher order products customers could actually use and value).
- Hybrids of custom build and productisation (applicable to each nut and bolt - eg managed innovation, human insight-centred design, customer experience design, product lifecycle, eco-system build etc)
- Greatest customisation where the customer has least certainty.
- Active strategy teams combining diverse cultures; disruptive creatives (Wardley's Pioneers who will create the new) alongside those who will grow the market (Wardley's Settlers).
That's just a start list. But it is at least one against which we can start a sensible discussion about what we supply versus what the customer needs, and, as always, I welcome your builds.