Introduction

Organisations are slowly starting to understand the challenges and embrace the opportunities that emerge with a new generation of technologies, the blockchain, marketing-driven frameworks such as the Metaverse, and others.

Central to theses discussions is the decentralized Web 3.0 and the emergence of digital and virtual worlds, as well as the partial fusion with the physical world. While Web 1.0 made it possible for users to search for information, Web 2.0 brought networking and interaction via social media platforms. As a result, peer-to-peer concepts emerged. The new Web 3.0 is additionally characterized by the ability to automatically connect actors and content based on artificial intelligence, to enable parties to interact in virtual worlds, and thus offer users additional value.

In order to foster these conversations and support sense-making and opportunity identification in organisations, Dr Markus Rach and Prof Dr Marc K Peter from the FHNW School of Business in Switzerland created a workshop canvas.

The canvas guides organisations via an understanding of their pain point of potential new business to marketplace interactions, the required building blocks of innovation culture, digital maturity and organisational capabilities, to finally elaborate a Web 3.0 strategy by defining the opportunity and adoption in their customer segments based on the idea of value extension or value substitution, and to build a technology roadmap that enables its implementation (or first prototypes).