You cannot strategize in a territory you do not understand. Landscape Mapping is the bridge between a messy brainstorming session and a formal strategy. It turns "things people talk about" into a structured map of meaning.
Traditional mapping tools demand categorization before understanding. They force you to label "classes" or "entities" when all you have are vague notions. Landscape Mapping accepts that understanding is emergent.
Every map starts with a Root Topic. This is your Research Question or the boundary of your domain (e.g., "The Opera House"). You cannot map the entire universe; you must map relative to a specific anchor.
In Landscape Mapping, truth resides in the Hierarchy (containment) and the Relationships (interaction). Do not read meaning into the X,Y position of nodes; read meaning into how they connect.
We use specific terms to distinguish between raw ideas and refined concepts. This workflow drives the maturation of knowledge.
"Something people talk about — captured in context."
Topics are raw vocabulary. Capture them immediately without worrying about perfect definitions.
Adding children to a Topic marks it as "Explored". It has structure, but lacks definition.
"An understood topic."
Concepts are Topics that have Matured. You promote a Topic by adding a Description. This description proves your understanding.
"How things connect strategically."
Hierarchy defines containment ("part of"). Relationships define dynamics ("depends on", "supports").
How do you go from a blank page to a map? Let's say you are designing a Mobile App for an Opera House.
Capture vocabulary by adding it as a child of an existing item. Every Topic must belong somewhere — this forces context from the start.
Example: You hear "Users want to pre-order champagne with their tickets."
Action: Add "Champagne" under "Tickets".
As you learn, you will realize your first guess was wrong. "Champagne" isn't fulfilled by the Box Office (Tickets); it's fulfilled by the Bar.
You realize "Tickets" and "Bar" are parallel services under "Venue Experience". You move "Champagne" to "Bar".Refactoring the hierarchy is the primary way you demonstrate learning structure.
In The Architecture of Complexity, Herbert Simon explains that complex systems are not built from scratch; they evolve from Stable Intermediate Forms (working subsystems).
Dragging "Champagne" from "Tickets" to "Bar" is a structural assertion. You are identifying "The Bar" as a distinct, stable subsystem necessary for operation. By decoupling Drinks from Entry, you model the reality that Hospitality and Access are separate concerns. This act of discovery is the deepest form of learning.
Break down topics into their constituent parts. If "Seat Selection" is a topic, what is it made of?Example: Add "Stalls", "Grand Circle", and "Private Boxes" as children of "Seat Selection".
See a missing link? You have "Digital Ticket" but no "QR Code Scanner" for the ushers? Flag it.Flagging marks areas that need to go back to the "Capture" phase.
Promote to Concept by adding a description. You now understand the "What".Example: Define "The Interval": "The 20-minute break where bar revenue is maximized and social signaling occurs." (Now it's a Concept).
Hierarchy (parent/child) handles the structure. Semantic relationships narrative the structure.
This thing supports or reinforces the target
This thing threatens or undermines the target
This thing enables or unlocks the target
This thing depends on the target
Generic association between things
Let's apply this to a real domain: The Opera House Experience.
Root: "The Opera Fan" (Who are we serving?)
Brainstorming session dump: "Tickets", "Mozart", "Parking", "Drinks", "Intermission", "Ushers".
Refactoring: Moved "Mozart" out of "Tickets". Mozart is content ("Repertoire"), not a product ("Ticket").
Exploring: What constitutes "Parking"? Validation + Gate Access + Payment.
Defined "Smart Ticket": "A dynamic QR code that handles Entry, Parking, and Drinks in one scan."
Having built a rigorous Value Chain (who needs what), you have mapped the components and their relationships. You are now ready to add the dimension of Evolution.
Proceed to Value Chain Mapping