Selection an opportunity domain is best done by tapping the resources of the organization for ideas, opinions and inputs on what to go explore. An organized domain selection process unfolds as illustrated in the following diagram.

Domain Solicitation

• An on-going process – people can submit at any time
• Identify pool of individuals who should be solicited for domain candidates
• Active push for solicitations 6 weeks before planned exploration cycle starts
• Any source is valid
• May want to develop some specific Domain Candidate generation approach
• Standard form is used
• Definition and Rationale (see sample form)
• Announced deadline for submission
• Announcement 6 weeks before planned exploration cycle starts
• Deadline is 4 weeks before planned exploration cycle starts

Domain Identification

• Domain Expansion and Alignment
• 3 week activity
• One group ideation session during week 2
• From set of submitted candidates
• Insure completeness, clarity
• Align those that are similar
• Create new candidates based on ideation/brainstorming
• Develop prompts, connect with strategy
• •Domain Selection
• 1 week activity
• Use concept auction (alternative pairwise comparison)

Domain Description

It is convenient to have a consistent definition of a domain.



Rationale - What are the reasons for choosing this domain for exploration?

What strategic options could opportunities in this domain create?

Describe how this domain could create opportunities that are strategically aligned, yet outside current activities.

Is the domain large enough? Are there sub-domains with many potential opportunities?

Describe the extent of this domain in terms of its coverage either geographically, demographically, socially, culturally, etc.

What are the essential transformations that can have a significant effect on this domain?

Describe what technology effects it will take to have a significant impact in the domain and if we have the right knowledge and skills.

What are the trends, forces and dynamics that drive this domain and how will they affect it?

Why and how will this domain create rich future opportunities. What forces are causing changes that affect this domain?

Is there a lot of activity or signs of activity in the space? What is the maturity level of this domain?

Assess the ‘energy’ of the domain. How much effort and resources are being expended? What is the level of development? Is this a new domain or a mature one?

What are the potential tipping points and black swans that can affect this domain’s future?

The things that could potentially make opportunities in this domain take off or die. World events, sudden changes in public perception, etc

Scenarios - Insights, opinions, comments, ideas on things to explore, pay attention to, kick-start the exploration

Interesting items & dynamics
Starting points & Generators
Future hypotheses