Strategy Canvas (Kim & Mauborgne)

Overview

What if you could map out an entire industry's competitive landscape in one visual? The Strategy Canvas, developed by Kim and Mauborgne, does exactly that by revealing how companies compete on multiple factors. Used to identify opportunities for innovation and to challenge industry norms, it's a powerful tool for strategic thinking.

Key Components

The canvas features a horizontal axis showing key factors in the industry and a vertical axis showing the level of offering. Companies are represented as lines, with their performance across each factor.

How to Apply

To apply it, start by defining the industry's key factors, plot competitors, then look for gaps or areas where you can deliver more or less than others.

Key Insight

This framework helps you see what's truly valuable—and where you can create new value.