Towards Visual Strategy: An Architectural Framework for Roadmapping

Roadmapping concepts and techniques have been widely adopted (and adapted), at product, technology, company, sector and policy levels, since its first application in the late 1970s to support integrated product-technology planning. The roadmapping approach is flexible and scalable, and can be customized to suit many different strategic and innovation contexts. However, this demands careful planning and design, including consideration of roadmap structure, process and participation. This paper explores the issues of how to design and architect roadmaps and roadmapping processes, which is crucial if the approach is to provide a framework for supporting effective dialogue and communication within and between organizations. The structure of the roadmap, and the process for developing and maintaining the roadmap, should be designed to serve the purpose for which the activity is intended to satisfy, providing a ´common language and structure´ for both development and deployment of strategy.