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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.

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

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

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

What the download contains

  • 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
What People Are Saying

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. 


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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Related tools & models


The following tools and models support the one you are exploring. If you’re ready to go further, check them out., download the models below and continue your journey …


Related categories

Explore the other models in the category you started with or take a look at these related categories. There is no right way to use these tools. Follow the path that works best for you and your team.

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The Origin of this Model:
» How to Create Innovation «

How to Create Innovation is a practical, comprehensive, OpenSource guide for successful corporate innovation. The UNITE initiative and movement, spearheaded by Stefan F. Dieffenbacher and Caroline Hüttinger and supported by a diverse team of industry leaders and innovation researchers, aims to spark a revolution in global innovation and transformation.


How to CREATE INNOVATION is a workbook for students, innovators, designers, and government and corporate leaders who appreciate and are curious about emerging technologies and the accelerating pace of innovation. It challenges the status quo and supports the development of the mindset, beliefs and strategies necessary for the next stage of business evolution. Leverage the UNITE innovation framework to conceptualize and build the future of your business.

Benefit from Digital
Leaderships’ experience

Digital Leadership is a strategy-execution firm built on strong and innovative values. We support our customers in strategizing, building and securing their future through the creation of fully digitally enabled, and extraordinarily successful, products and businesses. Our agile, lean, fast-track business setup, coupled with access to an extensive pool of highly specialized and trusted resources (customized for each customer’s journey), allows for ideating and building in an effective and meaningful way.

Shared goals are the cornerstone of our customer approach. To date, our team has successfully led 74 projects with numerous global players across all industry sectors, ranging from $50,000 projects to $100 million ones. But helping our customers’ build their futures is not enough. We are committed to changing the world through the sharing of powerful innovation and transformation practices. Join the UNITE movement and help us start an innovation revolution.
Stefan F. Dieffenbacher
Founder & Managing Director of Digital Leadership

»We build digital winners.
It's what we are made for. Let's create winning digital businesses – together. And, at the same time, let’s create a world worth living in.«


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