Trend Mapping Canvas
Identifies and evaluates trends for strategic innovation planning.
PURPOSE
Companies must identify early which trends will change their business environment to remain strategically capable. The Trend Mapping Canvas helps systematically identify relevant trends and evaluate them in terms of their strategic significance. This makes innovation opportunities visible before competitors react.
HOW TO USE
In a workshop, the team gathers relevant trends from various areas and maps them on the canvas by influence and time horizon. Then the trends are evaluated for their relevance to the company's business model. Results feed directly into strategic innovation planning.
WHAT IT IS
The Trend Mapping Canvas is a visual worksheet for the systematic identification and evaluation of market, technology, and societal trends. It is oriented toward Strategyzer's Business Model Environment Map and maps forces such as market trends, industry forces, key technologies, and macroeconomic factors. The canvas format enables collaborative processing in teams.
EXAMPLE
Example: Your company manufactures packaging materials, and you want to identify early whether the trend toward plastic-free alternatives threatens or represents an opportunity for your business. With the Trend Mapping Canvas, you map relevant trends such as circular economy, new materials, and regulatory changes. This allows you to develop a well-founded innovation roadmap for the next three years.