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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.  

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​

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
What People Are Saying

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.


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.

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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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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