Clues — Meaning Powers Movement
← Back to library
Strategy

Ansoff Matrix

Four growth strategies by product × market.

Search more with AI
Visualization
EXISTING PRODUCTNEW PRODUCTEXISTING MARKETNEW MARKETPENETRATION
Market Penetration
PRODUCT DEV.
Product Development
MARKET DEV.
Market Development
DIVERSIFICATION
Diversification
risk ↗
What it is

Ansoff's growth matrix: existing vs. new product × existing vs. new market = 4 growth paths with increasing risk.

When to use it

Growth planning, portfolio strategy.

How to apply

Start top-left (lowest risk). Diversify only with a cushion.

Source: Igor Ansoff

Related frameworks

Strategy
1
Where are we?
2
Why are we here?
3
Where could we be?
4
How can we get there?
5
Are we getting there?

Planning Cycle

Five strategy questions to ask yourself on repeat.

Strategy
5Self-actualizationAspiration & meaning4EsteemStatus & personal br…3BelongingCommunity, relations…2SafetyTrust, certainty, qu…1PhysiologicalFunction, performanc…

Model of Needs

Which human needs does your brand serve?

Strategy
Company
Customer
Competitors

3C Model

Strategy lives where company, customer and competitors meet.

✺All 100+ frameworks in one PDF cheatsheet.
About:

Agencies execute. Consultants advise. And then everyone wonders why the two never add up.

Clues does both. We look for the clues that point to the right path, and then we walk it with you all the way. Because strategy without execution is just a well-paid hypothesis.

We put this library together because we see structured thinking as the foundation of success. Whether you're working on your next campaign or building a brand-new brand.

Share it, use it, build on it. The Clues team.