The Ansoff Matrix: Four Paths to Business Growth
The Ansoff Matrix maps growth strategy onto a 2x2 grid of products (new vs. existing) and markets (new vs. existing). It helps you decide whether to sell more of what you have or invent something new. The footgun is underestimating the risk of new ventures.
The Ansoff Matrix maps business growth strategy onto a 2x2 grid: existing vs. new products on one axis, and existing vs. new markets on the other. This creates four paths: Market Penetration, Product Development, Market Development, and Diversification. It forces a clear choice about where to place your bets. The primary footgun is misjudging the high risk and resource cost associated with moving into new quadrants, especially full diversification.
Read the original → Wikipedia: Ansoff matrix
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