Ansoff Matrix Igor Ansoff's product/market matrix for evaluating growth options. Forces explicit choice between four growth bets of increasing risk. The 2x2 | | Existing Products | New Products | |-----------------|------------------------|------------------------| | Existing Markets | Market Penetration (lowest risk) | Product Development | | New Markets | Market Development | Diversification (highest risk) | When to use this skill - Annual / quarterly growth planning - Investment allocation across growth bets - Post-funding deployment planning - Board strategy discussions - Strategic-pivot…