THE UNITE Definition Of Search Fields & Opportunity Spaces
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 to solve and help you shape the areas where you could offer viable solutions.
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Stefan F. Dieffenbacher
Founder & CEO
Working with some of the largest global companies in the world, Stefan is a highly recognized industry thought leader in innovation & transformation.
Caroline Hüttinger
Partner Brand & Experience Design
Caroline is a veteran brand & experience leader who’s led design experience with some of the most respected brands in the marketplace.
Susanne M. Zaninelli
Partner Culture Change
Susanne is a leading authority in the field of culture change. She has led organizational change projects for key players across the world.
Dr. Andreas Rein
Partner for Organizational Development
Andreas Rein is a C-Level sparring partner and organizational development agent supporting organizations from strategy to agile execution.
Sascha Martini
Partner for Innovation & Digital Transformation
Sascha is a world class innovation & digital transformation leader with a human centered approach. Ex-R/GA & razorfish CEO.
Adam D. Wisniewski
Partner for IT Strategy & Business Alignment
Adam is a seasoned transformation and digitization expert. He led major programs at the intersection of IT and business for international organizations
Patrick Zimmermann
Associate Partner Brand & Experience Design
Patrick Zimmermann is an experience and design strategist with a long-standing track-record from firms such as IDEO, Publicis and Sapient.
Proudly developed & shared by
Stefan F. Dieffenbacher
Founder & CEO
Working with some of the largest global companies in the world, Stefan is a highly recognized industry thought leader in innovation & transformation.
Caroline Hüttinger
Partner Brand & Experience Design
Caroline is a veteran brand & experience leader who’s led design experience with some of the most respected brands in the marketplace.
What the download contains
- Definition of the Search Field with examples
- The UNITE Search Field Matrix
- Definition of the Opportunity Space
- The UNITE Business Intentions, helping you define your Business Intention in context
- The UNITE Innovation Approach | Overview
- The UNITE Innovation Approach | Stages 1, helping you understand at what stage and in what context you need to define the Search Field
The Search Fields and Opportunity Spaces will help you strategically define and assess where you want to innovate
The Opportunity Space gives you the guidance required for your innovation initiative
Allows you to even define an entire innovation portfolio
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Reviewed on 15 July 2022
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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!
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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!
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Reviewed on 18 July 2022
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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)
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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.
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Reviewed on 13 Aug 2022
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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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Why we use it
True innovation efforts search for new products and Business Models, they don’t figure out how to better execute existing ones. So, we start our process of innovation by defining a Search Field, a general topic cluster that identifies the markets, products, technologies, and trends in which you want to innovate. The Opportunity Space subsequently helps you refine what you really want to focus on.
How It Works
Like your Business Intention, the Search Field provides thematic focus and high-level orientation. To begin to define your Search Field, ask yourself, which industry do you want to focus on? Who are you addressing? What types of challenges do they have? After this, you may want to clarify which level of abstraction you want to act on. Do you want to change the world and create a totally new Business Model, or do you want to focus on a more targeted product or service innovation?
With the help of the Search Field Matrix, you can then go deeper and assess your Search Field through a number of different dimensions. This could include taking on different perspectives, including technologies, core & differentiating capabilities, fields areas of application, market segments, or technical competencies.
Last but not least, you can break down each Search Field into a number of distinct Opportunity Spaces, which will ultimately help you create a detailed definition of where you want to innovate.
Last but not least, you can break down each Search Field into a number of distinct Opportunity Spaces, which will ultimately help you create a detailed definition of where you want to innovate.
What is the goal of the model?
Focus. Defining a Search Field and Opportunity Space will allow you to systematically analyze the areas in which you could be innovating. They help you think about what large problem you could be solving, and prioritize spaces where you could productively intervene, while at the same time connecting your innovation process both to your business intention and your company’s strengths and capabilities.
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Stefan F. Dieffenbacher
Founder & Managing Director of Digital Leadership
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