Ambition Matrix

When to use it

Use this template to organise and understand how ambitious your ideas are.

What’s the purpose

Sorting and organizing your ideas on an Ambition Matrix allows you to assess and analyze which ones meet your goals and which ones you could realistically implement.

How to do it

Begin by adding the How Might We question that you are focusing on in the space in step one.
Next with your design team brainstorm solutions for your challenge to the space in step two. You can also add ideas that you have already generated in other templates by copying and pasting them across.
- Start a timer for a short period of time and allow everyone to add ideas individually in silence.
- Debrief as a team by sharing your ideas with one another. As you share, build on one another’s thoughts and cluster similar ideas next to each other.
Now, plot each of your ideas onto the Ambition Matrix in step three. Consider whether the idea would be classified as an existing offering or a new offering, and whether it will be targeting existing users or new users.
Review your ideas on the matrix and reflect on which type of innovation you can achieve by pursuing them.

Helpful tips

As you think about which ideas to pursue, pay attention to where each one sits on the Ambition Matrix and consider not only desirability but also feasibility, viability and sustainability.

Using this method in your day-to-day work

There is always pressure and a growing need to innovate. But how do we know what the right thing is to do? It's not only about what people want and need but also what's feasible in terms of resources, capacity, competition and much more. When you're next faced with the task of generating ideas, use the Ambition Matrix to make sure you're playing in the right space.