The UNITE Business Intentions

This tool helps you define your Business Intention, the critical strategic objectives that will orient your entire innovation project. Nailing your business intentions is critical – else, you will be missing that guiding North Star.
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What the download contains

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  • The UNITE Business Intentions
  • The UNITE Innovation Approach | Overview
  • The UNITE Innovation Approach | Stages 1, helping you understand at what stage you need to define the Business Intention/Business Direction
  • Overview of the entire UNITE Business Model Framework, helping you understand the role of the Business Intention in context

The Business Intention provides the ultimate answer to what you are after

The intention will give you the required orientation – it is in essence your North Star

The intention covers both the “where you want to go,” as well as “what you want to leave behind you”

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135 reviews

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Customers Reviews

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Richard Cobie, CEO

Reviewed on 15 July 2022

5.0 out of 5 stars Recommended as a purchase, worth the investment!

I completely re-evaluated the role of innovation in business growth: before reading this book I have to admit I thought it only entailed product new features and technologies enhancements, while now I see it has everything to do with meeting customer needs and uncovering a business USP, which automatically translates in sales! Could not recommend it more!

Janette Lavalier, Innovation Professor and Consultant

Reviewed on 15 July 2022

5.0 out of 5 stars Recommended as a purchase, worth the investment!

Unlike most business innovation books I read over the last years (and even decades) when reading How to create innovation you immediately understand the authors have been there, innovating and transforming some of the world's most amazing brands. Great work!

Karl Meckel, Change Development Manager

Reviewed on 18 July 2022

5.0 out of 5 stars Recommended as a purchase, worth the investment!

Not only this book offers the most comprehensive innovation and business change overview but it really helps you take the next step, driving you step by step from theory to practice (also with super useful background notes and driving questions)

Franz Hellstrom, Head of Culture

Reviewed on 2 Aug 2022

5.0 out of 5 stars Recommended as a purchase, worth the investment!

I really enjoyed the whole book, but mostly the culture chapter, mainly because I always failed to acknowledge its major role in favouring or inhibiting business growth. Loved the graphics that helped connect all the dots in a visually appealing (and way easier) way.

Satoru Fukuda, Chief Strategy Officer

Reviewed on 13 Aug 2022

5.0 out of 5 stars Recommended as a purchase, worth the investment!

We’been willing to innovate our business for some years now, but then we always got stuck before we even started, because basically we had no idea where to start…This book helped us do just that: find the right starting point with guiding questions and an incredibly comprehensive innovation overview.

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Innovation Services – Digital Leadership AG


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The key is bridging the infamous strategy-execution gap. We enable organizations to execute a transformation successfully.

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Why we use it

The first step for any innovation initiative is to define the business intention. What problem do you want to solve? What legacy do you want to leave behind? Do you want to move into a new space? Why? The Business Intention is a high level directional decision that will define what you are after and help you structure the innovation team to achieve it.

How It Works

It is important to put your business intention in writing. Often, we find that firms do not explicitly define their intention. Later this results in initiatives that do not match the original intention and are thus outside of the intended scope! Covering the intention well is also critical from another perspective: fears motivate us 7x more strongly than the hopes of winning something. This is why clearly defining a situation we want to avoid is a highly relevant exercise. Beyond this, a business intention is more pertinent than a bold vision, since it is precise and directive.
Your intention can take various shapes and will heavily influence your subsequently objectives, so be careful when choosing. If you are having trouble determining an intention, the UNITE definition of the Business Intention will spur your thinking and give you a place to start.

What is the goal of the model?

Orientation. If you start the race without a clear sense of where you are going, you might end up in a very different place than you originally intended. Set your business intention first to get a jump start on your competition.

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Assessment of Strategic Moves

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Search Field + Opportunity Space

The Search Field and Opportunity Space frame your entire innovation initiative(s) up to portfolio level. They fundamentally help you define the general problem you want…

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Strategic Options Matrix

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Strategy-Execution Framework

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Stefan F. Dieffenbacher

Founder & Managing Director of Digital Leadership

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