<!-- Innovation ambition matrix · from Chapter 20 of The Product 360 Handbook -->

# Innovation ambition matrix · [Product line or portfolio] · [Quarter]

**Owner:** [PM or portfolio lead]   **Target mix agreed with:** [champion] on [date]

## Grid (list each bet in its cell)
| How to win ↓ / Where to play → | Existing customers and markets | Adjacent customers and markets | New customers and markets |
|---|---|---|---|
| New products and assets | Adjacent: | Transformational: | Transformational: |
| Incremental products and assets | Core: | Adjacent: | Transformational: |
| Existing products and assets | Core: | Core: | Adjacent: |

Band boundaries vary by company; agree them with your champion and keep them stable between quarters.

## Bet list
| Bet | Cell | Band | Horizon (1/2/3) | Ten Types used | People (FTE) | Spend | Placemat link |
|---|---|---|---|---|---|---|---|
| | | | | | | | |

## Mix
| Band | Current share of effort | Target share | Gap | Action to close the gap |
|---|---|---|---|---|
| Core | | | | |
| Adjacent | | | | |
| Transformational | | | | |

## Notes
- What drives the current mix (e.g. a migration, an escalation, a commitment):
- Why the target mix fits our industry and position (not copied from 70-20-10):
- Bets moved between bands since last quarter, and why: