Melway's 50th Edition: Navigating Through Change
- Frederic Etiemble
- Apr 24
- 3 min read
Updated: 22 hours ago
When my family moved to Australia in 2012, we were captivated by everything Melbournian. We fell in love with the world-class coffee and leisurely breakfasts at cozy cafes. We even noticed people walking barefoot on the streets. The undeniable charm of Melbourne’s culture amazed us. Among the quirks of our new home, one stood out: every car seemed to have a Melway street directory tucked in the glovebox.
Though we had smartphones and a GPS device, we followed the local custom and bought a Melway. We weren't entirely sure why we needed it, but it felt like an essential rite of passage. Fast forward 12 years, and Melway has just released its 50th edition in 2024. This milestone offers a fascinating lesson in disruption and a slow march toward obsolescence.
Here are three key lessons we can learn from Melway’s journey:
The Customer Job Endures, But the Solution Evolves
People’s fundamental needs don’t change. However, the way those needs are met evolves with technology. The job of “listening to music” was once fulfilled by vinyl records, then cassettes and CDs, and now by streaming services. Similarly, the task of “navigating a city” has always been essential. But the solutions have transformed, evolving from Melway’s street directories to dedicated GPS devices like TomTom. Ultimately, we now rely on real-time smartphone apps like Google Maps and Waze.
Melway was once the go-to solution for finding your way around Melbourne. As digital navigation became ubiquitous, the relevance of printed street directories waned. Still, the fundamental job of helping people orient themselves and navigate remains as crucial as ever. Companies that recognize this distinction can pivot successfully. Those that cling to their original solution risk being left behind.
It’s Always Hard for the Incumbent to React to Disruption
Melway did attempt to adapt by launching Melway Online and introducing digital versions of their maps. However, these efforts were overshadowed by tech giants who transformed navigation into an integrated, data-rich experience.
This struggle is not unique to Melway. It resonates across various industries. As French innovation expert Marc Giget aptly puts it, “No candle-maker has become a bulb manufacturer, no carriage-maker has become a car producer, and the post office did not invent the email.”
Similarly, Blockbuster didn’t launch Netflix, and Kodak didn’t create digital photography—though they did try, but that's another story.
Incumbents often find it hard to disrupt themselves. Built for efficiency and scale in their existing business model, they struggle to pivot when the landscape shifts. Melway, like many before it, faced and failed at defending its legacy against nimble, technology-driven challengers.
The Road to Obsolescence is a Slow Descent
Despite digital dominance, Melway still exists. The 50th edition was published in 2024, proving its lingering relevance. Some professionals, such as emergency services personnel, taxi drivers, and long-time locals, still trust its detailed cartography. Its endurance also showcases the inertia of habits and the gradual nature of obsolescence.
However, the writing is on the wall. The market for printed maps is shrinking, and Melway’s audience will continue to dwindle. But its slow decline serves as a reminder that even when disruption seems total, legacy solutions don’t vanish overnight. They fade gradually, leaving behind nostalgia and niche uses.
Melway’s Legacy
Melway’s journey over the past 50 years is more than just the story of a street directory. It’s a reminder that every solution to a customer need will go through a life cycle: from birth, to growth, to plateau, and finally to slow decline.
While it may never reclaim its former ubiquity, Melway’s legacy remains embedded in Melbourne’s history. For those of us who once proudly placed it in our car’s glovebox, its story evokes gratitude for what it once represented. It was a trusted companion on Melbourne’s roads at a time when navigation meant flipping through pages rather than tapping on a screen.
In conclusion, understanding how products like Melway evolve over time helps us navigate our own challenges. We can learn from Melway’s journey as we adapt to changing technologies and consumer needs.
About Fred
Executive advisor on strategy and innovation. Co-author of The Invincible Company, a guide to building resilience in organizations through corporate innovation. The book was shortlisted for the Thinkers50 Strategy Award in 2021.
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