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The UNITE Business Capability Map

Our Business Capability Map summarizes the capabilities of your firm visually in order to help you think about which strengths and assets to leverage for both innovation initiatives as well as digital transformations.

Clear overview of the typical capabilities and assets of a firm​

Gives you a clear structure to work from​

The ultimate basis to understand where to cut costs and where to innovate​

What the download contains

  • The UNITE Business Capability Map
  • Overview of the entire UNITE Business Model Framework, helping you understand how those capabilities apply to your innovation or transformation initiative
What People Are Saying

Why we use it:

Although we do recommend separating the innovation team from the rest of your business, what gives corporate innovation an edge over a startup is that you can leverage the strengths of the parent company. As you begin the process of innovation, it’s important to get a clear picture of what core and differentiating assets can support your effort. 


When you consider which of your companies strengths and assets to mobilize in your innovation effort, you want to focus on your core and differentiating areas because these are what drive your competitive advantage. Use the UNITE business capability map in order to think systematically about your strengths.

Capabilities are the processes, systems of knowledge, and specific skills that a firm possesses based on which it operates, earns revenue, and competes with other firms. Capability Maps summarize the capabilities of a firm visually. In this map, we break your business down into leadership capabilities, operating capabilities and proprietary assets and capabilities. In each of these categories, there a number of subsections that allow you to go deeper. After outlining capabilities across the firm, identify which are core or differentiating, and thus of high strategic relevance for the firm. Then you can begin to brainstorm which could be productively mobilized in your innovation effort.

What is the goal of the model?

Efficient assessment of strengths and assets. Firms are often not good at reflecting on their capabilities. Using a capability map provides a solid base to systematically assess your strengths. Understanding your capabilities is the ultimate prerequisite for dealing with them appropriately: where should you innovate? Where to cut costs? 



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 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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