There are earlier ones. NB, in the early days e.g. 2009 - blog.gardeviance.org/2009/11/lifecy… ... whilst I mentioned mapping, spoke at a few conferences on it, I was a bit embarrassed as I assumed everyone had maps and this was my rubbish way of mapping because I hadn't done an MBA ->
It didn't occur to me that others weren't mapping until 2011 when I was discussing a Gov problem with a good friend @liammax. When I discovered the extent of how few mapped, it suddenly made sense how easily at Canonical we were able to demolish RedHat and MSFT in the cloud.
I used to spend time at Canonical with maps on whiteboards explaining / working through the play with @dendrobates et al ... trying to work out RedHat / MSFTs counter move ... and then watch as they did nothing and we helped ourselves to the future.
I was always convinced RHT / MSFT and others in hardware e.g. IBM had a "secret strategic move that I wouldn't see coming". I regularly had this conversation with @dendrobates et al. Even after we took the market, it was years until I realised their execs were clueless.
@dendrobates Before you say "Do you think their Execs were daft?" ... no, quite the opposite. They were just clueless to the environment, the patterns etc. They had no sight on this. Little to no situational awareness. Very old picture of me explaining mapping to a chap running MSFTs cloud. 
Before you ask "Does MSFT map?" ... I have no idea. I have taught there in the past several times. I hope they do, I have a fondness for MSFT despite some bad ways of the past. I am particularly impressed by how much they have changed ... such a rare thing.
