Essentially, the creative matrix is a tool that will help spark new ideas at the intersections of discrete categories. This tool is all about divergent thinking.

Whether you’re designing a new Value Proposition, Business Model, or even an entire strategy for the future, design criteria form the principles and benchmarks of the change you’re after.

The persona canvas can be used to give a customer segment a face and name and make it easier to step into the shoes of the customer.

The purpose of this tool is to fill up an entire wall with the ideas generated by a team in a short amount of time.