Innovation Ambition Matrix: Product strategy framework explained

Innovation is crucial for businesses that want to stay competitive, but creating a product strategy that supports innovation can be challenging. That's where the Innovation Ambition Matrix comes in. This framework helps organizations identify their innovation goals and align them with their product portfolio. In this article, we'll delve into the Innovation Ambition Matrix to help you understand how it works and how you can apply it to your business.

Understanding the Innovation Ambition Matrix

Before we dive into the key components of the Innovation Ambition Matrix, let's take a step back and look at its origins and development. The framework was first introduced in a Harvard Business Review article by two professors, Karan Girotra and Serguei Netessine, who were studying the relationship between innovation and product strategy.

Their research found that many companies struggle with innovation because they focus too much on incremental improvements rather than taking risks with more transformative ideas. The Innovation Ambition Matrix was developed as a tool to help companies balance their innovation portfolio and pursue a mix of quick wins, market makers, game changers, and transformational innovations.

The Innovation Ambition Matrix is built around two axes: the potential impact of an innovation on customers and the ease of implementation. The framework divides the axes into four quadrants: Quick Wins, Market Makers, Game Changers, and Transformational. Each quadrant represents a different type of innovation opportunity.

Key components of the Innovation Ambition Matrix

Let's take a closer look at each quadrant and what it represents:

• Quick Wins: This quadrant is for innovations that are relatively easy to implement and have a low impact on customers. Quick Wins are useful for generating momentum and building confidence in a product team.
• Market Makers: This quadrant is for innovations that are relatively easy to implement but have a high impact on customers. Market Makers can help a business gain a competitive advantage by addressing customer needs better than their competitors.
• Game Changers: This quadrant is for innovations that are difficult to implement but have a high impact on customers. Game Changers can disrupt markets and change the way customers think about a product category.
• Transformational: This quadrant is for innovations that are difficult to implement and have a low impact on customers. Transformational innovations typically involve new technologies and business models that may take years to develop but have the potential to create entirely new markets.

It's important to note that the Innovation Ambition Matrix is not a one-size-fits-all solution. The right mix of innovation opportunities will depend on a company's goals, resources, and market conditions. However, the framework can be a helpful starting point for product teams and leaders to evaluate their innovation strategy and make informed decisions about where to invest their time and resources.

How the matrix supports product strategy

The Innovation Ambition Matrix is a valuable tool for product strategy because it helps organizations identify where to focus their innovation efforts. By categorizing opportunities into different quadrants, leaders can prioritize resources based on the potential impact of an innovation and the ease of implementation. For example, a company may decide to focus on Market Makers to gain a stronger foothold in a particular market or invest in Game Changers to disrupt an industry.

Another benefit of the Innovation Ambition Matrix is that it can help companies balance their innovation portfolio. By pursuing a mix of quick wins, market makers, game changers, and transformational innovations, companies can reduce their risk of relying too heavily on any one type of innovation. This can help them stay competitive and adapt to changing market conditions over time.

In conclusion, the Innovation Ambition Matrix is a powerful tool for companies looking to innovate and stay ahead of the competition. By understanding the key components of the framework and how it supports product strategy, companies can make informed decisions about where to focus their innovation efforts and build a balanced innovation portfolio.

Applying the Innovation Ambition Matrix to your business

Now that we understand the Innovation Ambition Matrix, let's look at how you can apply it to your business. The following steps will help you get started:

Identifying your organization's innovation goals

Before you can apply the Innovation Ambition Matrix, it's important to identify your organization's innovation goals. Are you looking to gain market share, create new markets, or improve customer satisfaction? Understanding your innovation goals will help you determine which quadrant(s) to focus on.

Aligning the matrix with your product portfolio

Next, you'll want to align the Innovation Ambition Matrix with your product portfolio. Identify which products are in each quadrant and assess whether you have the right balance of innovations. If you're heavy on Quick Wins, for example, you may need to invest in Game Changers to drive long-term growth.

Assessing risks and opportunities in each quadrant

Once you've aligned the matrix with your product portfolio, it's time to assess the risks and opportunities in each quadrant. Consider the potential impact of each innovation and the resources required to implement it. Use this analysis to prioritize which opportunities to pursue.

Lessons learned from successful implementations

Both of these case studies demonstrate the power of the Innovation Ambition Matrix when applied correctly. Some key takeaways from these successful implementations include:

• Don't be afraid to invest in Game Changer and Transformational innovations, even if they're more difficult to implement. These types of innovation opportunities have the potential for the biggest impact.
• Make sure you have the right balance of Quick Wins, Market Makers, Game Changers, and Transformational innovations in your product portfolio. A portfolio that's heavy on one quadrant may limit growth opportunities.
• Regularly assess your product portfolio and use the matrix to identify areas for growth. Innovation is an ongoing process, and the Innovation Ambition Matrix is a valuable tool for keeping your product strategy on track.

Integrating the Innovation Ambition Matrix with other frameworks

Finally, let's look at how you can integrate the Innovation Ambition Matrix with other frameworks to create a more comprehensive product strategy.

Combining the matrix with the Business Model Canvas

The Business Model Canvas is a popular framework for designing, describing, and pivoting a business model. By combining the Innovation Ambition Matrix with the Business Model Canvas, you can identify new business models that align with your innovation goals. For example, if you're pursuing a Game Changer innovation, you may need to develop an entirely new business model to support it.

Leveraging the matrix alongside the Blue Ocean Strategy

The Blue Ocean Strategy is a framework for creating uncontested market space and making competition irrelevant. By leveraging the Innovation Ambition Matrix alongside the Blue Ocean Strategy, you can identify new market opportunities that align with your innovation goals. For example, a Game Changer innovation may require you to create a new market space that doesn't exist yet.

Using the matrix in conjunction with the Lean Startup methodology

The Lean Startup methodology is a framework for developing businesses and products. By using the Innovation Ambition Matrix in conjunction with the Lean Startup methodology, you can prioritize experiments based on the potential impact of an innovation and the ease of implementation. For example, if you're pursuing a Quick Win innovation, you may want to focus on experiments that can be tested quickly and with low resources.

Conclusion

The Innovation Ambition Matrix is a valuable tool for product strategy that can help organizations identify their innovation goals and align them with their product portfolio. By categorizing innovation opportunities into different quadrants, leaders can prioritize resources based on potential impact and ease of implementation. By following the steps outlined in this article, you can apply the Innovation Ambition Matrix to your business and identify areas for growth. Remember, innovation is an ongoing process, and the Innovation Ambition Matrix is a valuable tool for keeping your product strategy on track.