Craig Cockburn

Craig Cockburn (“coburn”) has been working with agile practices for over 15 years. Originally a software engineer, where he worked in networking and was recruited remotely in the 1980s, he holds software degrees from Edinburgh University and Napier University, the latter an M.Sc. with class medal and distinction. Craig is based in Edinburgh, Scotland, where he works as a freelance agile coach. He is an active member of the agile community and is a founding committee member of the BCS Agile Specialist group. He has worked as a scrum master, development lead, and agile coach across many sectors, particularly the public sector and banking. He wrote the UK’s first guide to getting online in 1992, invented an early browser, and is credited on the acknowledgments for HTML5 and in the book “Agendashift:” by Mike Burrows. Craig has used remote working for many years and has research published on it from 1993 as well as extensive blog posts pre-covid based on his own experience. Recently Craig has been one of the advisors and early supporters of the Agile20Reflect festival and is a co-author of "Agile an Unexpected Journey", available through Amazon. Craig uses Red Team Thinking to help organizations make better decisions through critical thinking. His main talk topics are Critical Thinking, Visualizing Strategy, Visualizing Talks, and Remote Working.

Craig's full biography and contact details are at


Twitter: @siliconglen


Title of presentation: Visualise Your Roadmaps and Options Using a Strategy Map.

“Most strategy dialogues end up with executives talking at cross-purposes because…nobody knows exactly what is meant by vision and strategy, and no two people ever quite agree on which topics belong where” (Geoffrey Moore Escape Velocity)

Lack of alignment and vision is often cited as one of the reasons transformations fail. Where there is a plan, it's often developed in a management silo with little input from the rest of the organization. In this new technique, first presented at Agile Tour London, Craig uses thinking from cynefin, wardley maps, and visualization to introduce strategy maps - a way to see everything on a page from context to vision including your competitor's moves.

There's a new line of thinking that existing roadmaps don't really work as summed up in this tweet which blew up and some people referencing my earlier approach which went into more detail. Let's not roadmap or railroad product owners into only one way forward that hides what competitors might do.

This talk is the 2nd most watched talk in the whole[ Agile20Reflect festival archive|] - a global series of 800 events in 2021 to mark 20 years of the Agile Manifesto.