Ansoff Matrix

Igor Ansoff's 1957 growth grid: market penetration, market development, product development and diversification, by new versus existing products and markets.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

The Ansoff Matrix is a growth strategy framework created by Igor Ansoff in 1957. It maps four options by existing versus new products and markets: market penetration, market development, product development, and diversification. Each step away from existing products and markets carries more risk, helping teams weigh growth opportunities.