Number of Players
5 – 8

Duration of Play
1 hour

How to Play
1. Start by drawing a graph on a large white board or poster. Label the axes as follows:

• X-axis: “How to Win.” This is designated for the novelty of the product that you are offering to customers. Are you using existing, adding incremental, or developing new products?
• Y-axis: “Where to Play.” This measures the novelty of your customers. Will the innovation serve an existing, enter an adjacent, or create a new market?

2. Next, draw three curves within the axes as seen in the picture below to divide the chart into the three levels of innovation ambition.

• Core (closest to origin): optimize your current products for current customers (ex. make faster technology)
• Adjacent: add a new feature to your existing business (ex. create an app version of your website)
• Transformational: create breakthroughs for markets that do not currently exist

3.  Pass out sticky notes and pens to your team members. Ask them to write current initiatives that they are working on and to post them in the respective area on the chart. Playing with multiple people will help identify what initiatives are being made and reveal different perspectives on how to succeed.

4. When all the initiatives and ideas are posted, discuss how to unify them so everyone is working toward the same mission. Doing so will eliminate competing developments and help everyone understand the overall goal for the innovation.

Strategy
The game works best when the players are team members who have different responsibilities within the project. This will will enable the group to understand the various initiatives being made and eliminate counteractive efforts. After getting rid of competing notes, organize who on the team will be responsible for specific tasks.

While Innovation Ambition Matrix is useful to outline current efforts of the team and to clarify the ambition of a project, it can also be used for your company’s long-term goals. Identify where you want your company or team to end up and what balance of innovation levels is needed to help you get there. For instance, if you would like to maintain your company’s position in your industry, focus on core or adjacent innovations. If you need to make an impacting change to get ahead in the market, think of transformational innovations. Planning where efforts are needed will help achieve the company’s innovation ambition efficiently.

Play Innovation Ambition Matrix Online

You can instantly play Innovation Ambition Matrix online with as many members as you would like! Clicking on this image will start an “instant play” game at innovationgames.com; simply email the game link to your team to invite them to join.

In the game, the image to the right will be used as the “game board.” As with the in-person version, the chart graphs the novelty of the company’s offerings vs. the novelty of the customers. Players will see light bulb icons in the top left corner, which represent the initiatives team members are taking and the ideas they have about future accomplishments. Simply drag the light bulbs to the matrix and describe what they represent.

Players can edit the placement and description of each light bulb, which everyone can view in real time. Use the integrated chat facility and communicate with your players throughout the game to gain a better understanding of each move. The results will be organized in a spreadsheet to maximize the benefits of the game.

Key Points
A company’s survival depends on its ability to innovate and advance. However, ideas to do so often become diluted by poor management strategies. This leaves your team with a chaotic scattering of competing attempts rather than a unified innovation effort. By identifying how to allocate innovation activity, teams can strike and maintain their unique balance required for sustainable growth. Innovation Ambition Matrix helps identify this core:adjacent:transformational ratio, which enhances a team’s understanding of where to put efforts and how to unify endeavors. Also, the game helps managers survey the initiatives of their team and provides a chance to discuss the overall ambition of a project.

To learn more about Bansi Nagji and Geoff Tuff, and the importance of a balanced innovation profile, click here.