Innovation Ambition Matrix

• 3 levels
• investment ratio: 70%, 20%, 10%
  
  • core, 70%: optimizing existing products for existing customers
  • adjacent, 20%: expanding from existing business into ‘new to the company’ business
  • transformational, 10%: developing breakthroughs and inventing things for markets that don’t yet exist

Source: HBR, May 2012, p.g. 69; https://hbr.org/2012/05/managing-your-innovation-portfolio