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 INDUSTRY ATTRACTIVENESS

A Company A
HIGH

Invest/
Grow
A
B Company B
C
Industry Attractiveness

C Company C
MEDIUM

B Selectivity/
Earning
D Company D
D

E Company E

E
Harvest/
LOW

Divest F Company F
F

LOW MEDIUM HIGH

Strength of Business Unit

 MESSAGING MAP
VISION Aspirational Picture of the world in this future

MISSION How are you going to help make your vision a reality

BRAND OVERALL VALUE PROPOSITION Primary value statement describing the benefits of your brand or product

TAGLINE Catchphrase or slogan you use to describe your company or product

COMPANY DESCRIPTION How you describe your company

CORE PERSONAS Persona 1 Persona 2 Persona 3

Unique Benefits of your brand or Unique Benefits of your brand or Unique Benefits of your brand or
PERSONA PERSONALIZED VALUE PROPOSITIONS
product for this persona product for this persona product for this persona

Situations when this persona uses your Situations when this persona uses your Situations when this persona uses your
USE CASES
product or service product or service product or service

PRODUCT OR FEATURE NAME Official name of your product or feature Official name of your product or feature Official name of your product or feature

Statement describing the benefits of the Statement describing the benefits of the Statement describing the benefits of the
TOP LEVEL STATEMENT
product or feature product or feature product or feature
PRODUCT
Themes that set your product or feature Themes that set your product or feature Themes that set your product or feature
MESSAGING PILLARS
apart apart apart

Details and differentiators that support Details and differentiators that support Details and differentiators that support
PROOF POINTS
the messaging pillar the messaging pillar the messaging pillar
 CONCEPT SCREENING
1 = Lowest, 10 = Highest CONCEPT A CONCEPT B CONCEPT C CONCEPT D

Strategic alignment 3 3 3 3

Market size 4 4 4 4

Market growth forecast 5 5 5 5

“Wow” factor/value 2 2 2 2

Technical feasibility 3 3 3 3

Manufacture feasibility 5 5 5 5

Deliver feasibility 1 1 1 1

Profitability 1 1 1 1

Competitive advantage 5 5 5 5

TOTAL 25 30 25 25
 70-20-10 RULE
Short term, lower investment & risk Long term, higher investment & risk

CORE INNOVATION ADJACENT INNOVATION DISRUPTIVE INNOVATION

Small changes in processes, products, New markets, product categories, and other major Breakthrough that change the game (new business
services, etc. advancements to the business models, blue oceans, etc.)
ACTUAL GOAL

70% 20% 10%

60% 20% 20%

• Enter examples of your core innovations here • Enter examples of your adjacent innovations • Enter examples of your disruptive innovations
• Enter examples of your core innovations here here here
EXAMPLES

70 20 10
• Enter examples of your adjacent innovations • Enter examples of your disruptive innovations
here here
 DISCOVERY DRIVEN PLANNING

STRATEGIES ASSUMPTIONS HORIZON CONFIDENCE CRITICALITY OVERALL SCORE

PLAN
What stage of the company’s What is your confidence the How critical are the Score of 15 or higher indicates
ELEMENT What is your strategy for What are your key assumptions assumption is correct? assumptions?
future does the assumption top priority assumption for your
addressing this area? about the category?
involve? (1=Lowest; 10=Highest) (1=Lowest; 10=Highest) overall plan

Organization Your strategy here Key assumptions Horizon #1 12

Product Your strategy here Key assumptions Horizon #3 18

Delivery Your strategy here Key assumptions Horizon #1 6

Competition Your strategy here Key assumptions Horizon #2 12

Technology Your strategy here Key assumptions Horizon #3 18

Macro factors Your strategy here Key assumptions Horizon #1 6

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Related
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