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Simon Wardley

Simon Wardley - ADDO headshot

Simon Wardley

Wardley Maps

Simon Wardley, based in the UK, is a Researcher for Leading Edge Forum and the lead practitioner for Wardley Maps advisory service helping clients anticipate market and ecosystem developments.

Simon is a seasoned executive who has spent the last 15 years defining future IT strategies for companies in the FMCG, Retail and IT industries. From Canon’s early leadership in the cloud computing space in 2005 to Ubuntu’s recent dominance as the #1 Cloud operating system.

As a geneticist with a love of mathematics and a fascination in economics, Simon has always found himself dealing with complex systems, whether it’s in behavioral patterns, environmental risks of chemical pollution, developing novel computer systems or managing companies. He is a passionate advocate and researcher in the fields of open source, commoditization, innovation, organizational structure and cybernetics.