Open minds Positive change: Unlocking Creativity in Organizations

 Written by Nadia Hwigi

Updated on 02/04/2025

                      

The Power of the Reframing Matrix

 Creativity is the lifeblood of innovation in organizations, although many teams struggle to think out of the box in order to create new ideas and solutions. One effective technique to overcome mental roadblocks and reveal new perspectives is the Reframing Matrix. This technique, developed by Michael Morgan in his book Creating Workforce Innovation (1993), persuades teams to examine challenges from different angles and perspectives, promoting breakthrough ideas.

Recently, at a brainstorming session hosted by Axis Bic for the Midwest Limerick & Clare business startup community, we dove deep into the startup ecosystem, who the key stakeholders are, where the gaps lie, and how to communicate resources better. And let me tell you, the discussions were eye opening. One core mission kept us all fired up: Helping more startups access the support they need to thrive and driving entrepreneurship in the region.

With all the regional support service agencies brought together for this event, Innovation and idea generation were at the forefront and were critical to success, communication, and most importantly resolving problems at hand. However, it might occasionally be difficult to simply generate creative ideas especially with people meeting each other and enjoying discussions but when there is no strategy these meeting seem to have no objective or agenda this is where Ideation strategies very were useful in this situation. Ideation procedures are methodical approaches that can supercharge creativity, producing a vast array of concepts and ideas designed to make people think, design and strategize.

We'll look at some of the most effective ideation strategy that we used in this blog that can boost your imagination and inspire design thinking and revolutionary concepts that can kickstart innovation. Now, let’s break it down and see how you can use the Reframing Matrix to unlock creative solutions in your own world. Ready? Let’s go!

 

What is the Reframing Matrix?

So, the Reframing Matrix is a way to explore a problem from different perspectives which can then lead to developing productive solutions and can help organizations challenge assumptions, change typical thinking patterns, and produce several innovative solutions. When? The matrix can be used before, during or after a project or event to advise changes within the current project or to influence future solutions. The matrix usually consists of a 4x4 grid where each square represents a different perspective on the issue at hand.

Typically, the Matrix examines problems from four key angles these are often called “the Four Lenses of the Reframing Matrix”:

1. Product/Service: How does the problem affect the product or service we offer?
2. Process: How do operational processes affect this problem?
3. People: How do participants, students, employees, customers, or stakeholders influence the issue?
4. Technology/Environment: How do technological factors or external influences shape the problem?

By analysing these different viewpoints, teams can uncover hidden perceptions and solutions that might not have been obvious when viewing it from a single perspective.

 

How to Apply the Reframing Matrix in an Organization

The Reframing Matrix is a simple tool to apply in an organization and can be done in collaborative workshop or cluster session or individual brainstorming sessions. It can be implemented using the following steps:

1. Define the issue: Communicate the issue that needs to be addressed. For example, a retail service might struggle with declining customer engagement.

2: Draw the Matrix: On a piece of paper or whiteboard draw a 4x4 matrix. Label each section with one of the four perspectives: Product/service, Process, People, and Environment.

3: Generate Ideas: Under each section, encourage team members to brainstorm how the problem occurs from the separate viewpoints. an example of the four lenses mentioned above is:

• Product/ service: Is our signposting software platform missing essential features that founders need to find relevant resources? Should we have an in-person hub?
• Process: Are there obstacles preventing user’s signup, such as long registering processes?
• People: Do customers find regional interface easy to use, or do they need more guidance or a local website?
• Environment: Are new technologies making our offering outdated? Should we incorporate AI?

 

4: Identify Patterns and Solutions: Analyse replies, record them and look for common themes. Highlight ideas that offer quick high-impact, practical solutions. In the customer engagement example, the team might discover that simplifying the registration process could substantially increase retention.

5: Implement and Test: Select the most practical solutions and develop a small-scale pilot to test their success. Collect feedback and refine the approach accordingly.

 

Practical Application in a case study: Axis BIC Brainstorming Session on the Mid-West Ecosystem ( 27^th March 2025)

Challenge: Declining Startup Success in the Mid-West Region when compared to Dublin and Cork

Axis BIC has recently set up a branch in Limerick and set up this event to explore key stakeholders, available supports, and effective communication strategies in the startup ecosystem, particularly given the dwindling number of successful startups when they compare them to the numbers they have in the Cork Office. Using the Starburst technique first, the following key questions emerged:

• Who supports startups at the different stages?
• Where are the gaps in enterprise support services?
• How do founders navigate between support services?
• What causes tension in the process?
• At what stage are stakeholders involved?
• When does cross stage collaborations work well?
• Why are PSSF funding applications much lower in Limerick compared to Cork?

 

So when these questions where formed by the group which consisted of 4 tables of 7 people representing the major supports (Local LEO offices of Clare, Limerick and Tipperary, New Frontiers, Enterprise Ireland, Axis Bic and Limerick Chamber) and stakeholders (Angel investors, multinationals and Venture capitalists) applying these to a Reframing Matrix helped to structure the brainstorming session as follows:

 

1. Product/Service Perspective

• Are the existing supports designed effectively to benefit different types of startups?
• How well do existing startup incubators, accelerators, and funding programs signpost to each other while aligning with founders' needs?
• What additional supports in mentorship or training services could improve startup success?

2. Process Perspective

• How seamless is the transition between different funding stages with different incubators?
• What are the biggest issues and roadblocks for startups when applying for PSSF/HPSU funding with enterprise Ireland?
• How can administrative procedures for funding and mentorship be streamlined?

3. People Perspective

• Who are the essential players in startup support in the region?
• How do founders comprehend existing support structures? Do they find them valuable and easy to access?
• Does networking and collaboration between different stakeholders play a role in startup success?

4. Technology/Environment Perspective

• Are startups in the Mid-West using digital tools efficiently to access funding and supports?
• How do regional economic and policy factors influence startup growth in the region?
• What new technologies or business trends could create new opportunities for startups?

The Results !

Key Challenges exposed by the Reframing Matrix:

• Communications Challenges:	Key support service Challenges
  Limited networking opportunities Staff turnover in support roles (handovers) Siloed working practices between agencies Lack of clear pathways for founders No central startup hub	Limited collaboration spaces Early traction difficulties Agencies working in silos Geographical limitations for some support Access to capital and matched funding Outdated qualifying criteria

 

Recommended solutions based on the outcomes of the reframing Matrix:

By examining the perspectives of the group, the brainstorming session generated actionable solutions such as:

• Improving communication channels between service supports, funding bodies and founders to reduce miscommunication.

• Introducing a regional startup online interface service to help founders Investigate available supports depending on the stage of the business and expand the National Enterprise Hub to include all stakeholder organisations

• Developing cross-stage referrals between accelerators, funding agencies, and government bodies. (early, growth or Expansion stages)

• Advocating for changes to address regional funding inequalities (e.g., comparing Limerick vs. Cork PSSF applications). Establish sponsored networking breakfasts
• Adjusting funding rules for grants regarding clashes in funding for pre-seed applications with Enterprise Ireland. Share agency brochures and support information among the group

• Focusing on the LEO’s to direct startups to the correct agencies within the region. (It was highlighted that the LEO’s were accessible to startups at all stages while other support services are usually tailored to different stages.)

Strengths were also recognized by the technique in available supports:

• Valuable support from LEO, EI, and AxisBIC
• Effective mentoring opportunities
• Beneficial grant structures and tax allowances
• Academic support for 3rd-level programs, accelerator programs like New Frontiers

Current Effective Communication Channels that are available to start up were emphasized:

• The National Enterprise Hub
• Peer-to-peer referrals
• In-person activities
• LEO's position as the first point of contact

 

Improvement Opportunities that this exercise led to being implemented within the next 3 months:

• Clearer handover of clients between agencies
• More regular entrepreneur meetups
• Creation of a startup agency/ecosystem map
• Increased investment presence (more VCs and angels)
• Enhanced coordination between support organisations

Why the Reframing Matrix Works !

The Reframing Matrix is valuable because it:

• Encourages people to think diversly by challenging assumptions and changing perspective especially in a group think tank like above.
• Provides a creative structured approach to important discussion that get results.
• Helps administrations simplify complex issues into manageable perspectives.
• Enables cross-organisational collaboration and innovation.
• Promotes critical creative thinking in specific timeframes.

 

In a time where organizations must continuously innovate to stay competitive and need to keep thinking about new concepts. They must put forth a lot of effort to develop idea’s, think about related but perhaps more interesting concepts, and develop a viable plan. All of this calls for imagination. Even if you don't consider yourself creative, everyone has the capacity to be creative; all they need to do is access it. The Reframing Matrix offers a simple yet powerful tool to narrow down ideation to unlock practical solution while encouraging creativity. By examining challenges as a team from multiple viewpoints, businesses can overcome obstacles and uncover new opportunities to drive meaningful change. Whether addressing customer engagement, operational efficiency, or ecosystem development, the Reframing Matrix is a valuable addition to any organization’s creative toolkit.

 

 

More information:

References:

Avendaño, D. (2023) Reframing matrix (morgan), Toolshero. Available at: https://www.toolshero.com/creativity/reframing-matrix/

Amabile, T. M. (1996). Creativity in Context: Update to "The Social Psychology of Creativity". Westview Press.

Brown, T. (2009). Change by Design: How Design Thinking Creates New Alternatives for Business and Society. HarperBusiness.

Council, Y.E. (2024) Five ways to boost your creativity during ideation, Forbes. Available at: https://www.forbes.com/councils/theyec/2019/05/01/five-ways-to-boost-your-creativity-during-ideation/ 

Csikszentmihalyi, M. (1996). Creativity: Flow and the Psychology of Discovery and Invention. HarperCollins.

David (2023) Power up your creative problem solving: Overcome obstacles with confidence - david herds night studio, David Herds Night Studio - Creativity and Self Development. Available at: https://thenightstudio.com/creativity/creative-process/power-up-your-creative-problem-solving-overcome-obstacles-with-confidence/617/ 

Flipbook maker (2001)Creative Thinking Method: Reframing Matrix. Available at: https://online.visual-paradigm.com/knowledge/creative-thinking/reframing-matrix-for-reframing-matrix/ 

Kelley, T. (2001). The Art of Innovation: Lessons in Creativity from IDEO, America’s Leading Design Firm. Currency/Doubleday.

Kirchberger, L. (2025) 10 powerful ideation techniques to unleash creativity and innovation, ITONICS. Available at: https://www.itonics-innovation.com/blog/powerful-ideation-techniques.

Morgan, M. (1993). Creating Workforce Innovation: Turning Individual Creativity into Organizational Innovation. Business & Professional Publishing.

Serrat, O. (2017). The Reframing Matrix. In: Knowledge Solutions. Springer, Singapore. https://doi.org/10.1007/978-981-10-0983-9_31

Spiekermann, R. et al. (2015) ‘The Disaster-Knowledge Matrix – Reframing and evaluating the knowledge challenges in disaster risk reduction’, International Journal of Disaster Risk Reduction, 13, pp. 96–108. doi:10.1016/j.ijdrr.2015.05.002.