opportunity
White Spots
Identify innovation opportunities by mapping where existing solutions and unmet needs do not overlap.
⏱ 90–120 min
When to Use
Early in a strategy process, before committing to a portfolio. When the team has many ideas but no shared way to compare them. When you suspect the obvious markets are crowded.
Materials
- Two-axis matrix (printed or whiteboard)
- Sticky notes for solutions and needs
- Market research summary
Common Pitfalls
- •Confusing "white spot" with "no competition" — sometimes the spot is empty for a reason.
- •Mapping what is, not what could be. Push toward emerging needs, not historical ones.
Examples
Finding the third horizon
A financial services firm mapped 200 fintech competitors against 40 customer needs. Two white spots emerged in cross-border SMB lending — both were occupied within 18 months.
Source →