Reflecting on the creation of the Market Opportunity Navigator (4th tool in the Lean Startup)

Formally recognized as the 4th tool in the Lean startup toolset, the Market Opportunity Navigator supports the identification and exploitation of market opportunities for value creation and growth in new and established firms (“Where to Play?”). To date, this business tool has been used by tens of thousands of firms as well as educators, mentors, and consultants. In this article, we reflect on the process of creating the tool, show how it is grounded in theory and empirical evidence, provide insights on the development of supporting materials, and discuss our efforts in bringing the tool to its target markets. Our reflections seek to advance understanding of how design science allows researchers to move beyond their accustomed roles as analysts of existing artifacts by engaging in the creation of new artifacts. In effect, by designing, launching, and marketing a new business tool, researchers can embark on their very own entrepreneurial journey.