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The UNITE Strategic Options Matrix

The UNITE Strategic Options Matrix allows us to identify and assess the Strategic Options of a firm. How are we going to adapt to changing conditions, what should be our next strategic moves, what approach should we take? This tool will help your team think through your options.

Helps you identify your strategic options

Rate them based on their relative market attractiveness & proximity to core

Links your strategic options to the 3 Horizons of Growth

What the download contains

  • The UNITE Business Intentions
  • The UNITE Strategic Options Matrix
  • The UNITE Assessment of possible Strategic Moves
  • The UNITE Horizons of Growth
  • Overview of the entire UNITE Business Model Framework, helping you understand the role of the business modelling in context
What People Are Saying

Why we use it:

The corporate list of possible strategic options includes incremental improvements, step-change transformations and radical innovations. Although the most effective move is often a lateral one into a nearby adjacent market, sometimes, to keep up with the pace of change, you need a more radical transformation. The UNITE Strategic Options Matrix will help you identify your options and plot your solutions within the 3 Horizons of Growth.


In any business, the list of strategic options is long and the competition for resources is fierce. This makes choosing the right strategic path inherently difficult and—considering the stakes—critically important.

The UNITE Strategic Options Matrix allows you to collect all the strategic options you see and plot them on a diagram along two dimensions:
– Their relative Market Attractiveness and
– Their Proximity to the Core of your organization.

This allows you to not only understand how attractive your options are, even more importantly, it allows you to understand how likely to are to successfully execute these strategic options.

What is the goal of the model?

Using your resources wisely. Maybe you are considering an optimization that you realize is actually a transformation. Should you pursue it? If it has high market attractiveness, go for it! If not, it’s probably not worth the effort. Your organization has limited time, energy and resources to commit. Make sure you are using them wisely. And build a portfolio across all horizons – any single horizon will not ensure your long-term survival.



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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