"Level of Ambition" is a way of thinking that can be used at any time with any amount of internal or team stakeholders. It could be a framework for conversation or a simple activity to facilitate future-thinking innovation.
Step 1: Draw the matrix
- Simply draw a square and divide into a grid or arcs (as shown above)
- Label the two axes. We typically use these:
- Advantage - Markets and Competitive Differentiation
- Capabilities - Distance from core capabilities, products, and knowledge
- Mark the levels (catch-up, sustaining/existing, incremental, disruptive/new)
- Describe the axes, the framework, and it's value to participants
- Determine the "Decider" - who ultimately decides on the level-of-ambition
(read for more info)Using a Decider
Step 2: Individual input
- Ask the participants to individually determine where they feel the level-of-ambition needs to be on the matrix for this initiative.
- Ask them to place their recommendation on the matrix (sticky or dots help!)
- (Optional) Allow individuals to voice their "challenge" and perspective briefly to the group
Step 3: Decide
- Allow the "Decider" to review the input (visual and/or verbal)
(read: for more info)Using a Decider
- (Optional) More time for the Decider to consider
- Decider shares direction back with the team
Try it now
The approach here is suprisingly simple. Often, you don't need to do this with a full team.
- Book: Human Centered Design Toolkit (p.14-42)