Home / Articles / When the customer becomes the commodity / Versions / v1.1.0
When the customer becomes the commodity: what changed in v1.1.0
From v1.0.0 (2026-10-19, 3d49fb8d6) to v1.1.0 (2026-10-27, db67c5ce1), paragraph by paragraph.
0 paragraphs added, 0 removed, 1 changed in place, 44 unchanged. About 0 words added and 57 removed. Insertions are marked like this, deletions like this; unchanged runs are folded to one line; figures appear as their file names.
2 unchanged paragraphs
!shot cc-map.webp | images/ | Where does yourthe customer sitsits on your map? Along the evolution axis of a Wardley map:map's customevolution built,axis, awith customerarrows you know and care for; product, a customer you sell to; commodity, a customer you do not care about. Arrows showshowing the drift, as I see it: search users and shoppers moved right as ads became the purpose, and so did social media users; airport passengers moved back left, once better service made them spend more.it. | concept
42 unchanged paragraphs, under In short {#in-short}, Where is your customer? {#where}, How the disruptors become the incumbents {#incumbents}…