Motivations Matrix Canvas

#The problem this canvas solves

The essential question of a platform strategy is what value entities can exchange. The Motivations Matrix maps the current and potential flows of value between each pair of entity-roles: the cell in row A, column B holds what A gives to B. The guiding question is simply: what can A give to B?

#When to use it

Use the Motivations Matrix after portraying the entities, to map the value flows between every pair of roles - the exchanges already happening and the potential ones. The matrix reveals the intensity of each relationship, so you can prioritize which relationships the platform should intermediate and amplify.

#The canvas

The canvas in the updated Boundaryless brand (full resolution — click to zoom). A print-ready PDF and editable SVG are also available on request.

#Canvas structure

#Entity headers (first row and column)

Your selected entity-roles placed in the same order on the first row and first column of the matrix.

#Give-to cells

Each cell holds what the row entity gives to (or could give to) the column entity - current and potential flows of value.

#Middle diagonal

The cells mapping value flows between entities of the same type.

#How to use it

A highly divergent tool where you map all the current and potential flows of value between entity-roles - what they already exchange and what they might exchange if properly enabled.

#Steps

1. Entity headers — Put the selected entities in the same order on the first row and column: the cell in row 1, column 2 holds what entity 1 gives to entity 2.
2. Give-to cells — Analyze the value flows between entities of different types first, then move to the same-type cells (the middle diagonal).
3. Give-to cells — Just ask 'what can A give to B?' and be surprised by the answers - this is a moment where you listen to your ecosystem.
4. Whole matrix — Not every cell must be full: little or no value flowing is itself a signal.

#Tips

• Don't ask if something is right or wrong: map, and generate divergence and abundance.
• Always map the possibilities to exchange money, reputation, and feedback - powerful engines of exchange and quality filters.
• The exercise lets the most important relationships emerge - you may be surprised by relationships you didn't deem crucial.
• Distinguish current from potential exchanges - potential is where platform value lives.
• What you end up with: the potential to exchange value in the system, and the most powerful relationships to feed into the Transactions Boards.

#Connections with other canvases

#Feeds into

• Platform Design Canvas — Motivations inform platform value proposition
• Platform Experience Canvas — Motivations guide experience design

#Informed by

• Entity Portrait Canvas — Portraits provide entity insights
• Ecosystem Canvas — Ecosystem design identifies entities to analyze

#Used in techniques

• Articulating the Platform Value Proposition
• Mapping Key Relationships and Value Exchanges

#Used in pipelines

• Understanding the Ecosystem
• Designing the Platform Experience

#Related reading

• Defining the Platform Experience, and Flywheels for Defensibility — Shows how to use Motivations Matrix with Entity Portraits for experience design

#Resources

• Guide reference: PDT Strategy Design Guide - Motivations Matrix chapter
• License: Creative Commons Attribution - Share Alike 4.0 International
• Version: 2.2

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Canvas · Part of Platform Design Toolkit · v2.2