JP Castlin, whose Strategy in Praxis newsletter is well worth a subscribe, explains the Ansoff Matrix, something I’ve always been fond of. But he also eloquently explains its limitations.

Hope is not lost for the Ansoff Matrix – it can still be useful – but perhaps needs to be put into a broader context:

“Given its limitations, then, the best way to use the Ansoff matrix is together with a contextual understanding of the business and an already set strategic aspiration… it is a good way of visualizing what one can do – but despite Ansoff’s best efforts and Kotler’s claims to the contrary, it tells us little about what one should do or why.”