Offering-Activity-Culture Map

Type of record:
  • micromethod
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Ideal innovation phases for this method:
  1. Innovation Phase
  2. 1
  3. 2
  4. 3
  5. 4
  6. 5
  7. 6
  8. 7
  9. 8
  10. 9
  11. 10


With the Offering Activity Culture Map we can discover innovation opportunities and innovation search fields with a change of perspective between offer, actions and culture.

The Offering Activity Culture Map uses three perspectives to discover new opportunities for innovation:
1. the current offer, product or service with its functions and features
2. the actions that people take with and around this offer
3. the cultural context in which people take advantage of this offer

With this approach, the Offering Activity Culture Map significantly expands the perspectives. With this tool, we see our offer or idea not only as a collection of functions and characteristics, but also as something that connects people, their actions and their culture.
  • Effective for design innovations
  • Effective for incremental innovations and improvements
  • Effective for marketing innovations
  • Effective for new business models
  • Effective for product innovations
  • Effective for radical innovations
  • Effective for service innovations
  • Effective for medium complexity challenges
  • Effective for low complexity challenges
  • P1 Understanding (identifying innovation search fields - problem solving)
  • P2 Analysis (of problems - the environment - people - products)
  • P4 Synthesize (create leading questions - derive position)
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