What is Impact Mapping? A Strategic Approach (with Examples)

Last updated on June 14th, 2023

Business presentations play an instrumental role in driving decisions, building consensus, and sparking action. But what sets an impactful presentation apart from a forgettable one? Today, we are going to explore how Impact Mapping, a strategic planning tool, can take your business presentations to the next level, facilitating clear communication and alignment with business objectives.

What is Impact Mapping?

Impact Mapping is a collaborative planning technique that aims to align teams with business objectives. Originating from the world of software development, it has rapidly evolved into a tool used across diverse domains. The technique was introduced by Gojko Adzic, a prominent figure in the software development industry, particularly in the domain of Agile and Lean Quality Assurance.

The cornerstone of Impact Mapping is its clear, logical structure, comprising four key elements: Goal, Actors, Impacts, and Deliverables.

Impact Mapping Process, Key Elements and more…

The ‘Goal’ sits at the center of your Impact Map. It is a quantifiable business objective that you intend to achieve. Next, we identify the ‘Actors’ who can influence the attainment of this goal. Actors can be anyone from end-users to support staff, or even other systems. Following this, we establish the ‘Impacts’ or behavioral changes needed from the actors to progress towards the goal. Finally, the ‘Deliverables’ are the tasks or product features that will encourage the desired behaviors in the actors.

Here is a step-by-step breakdown of the process:

  1. Goal: Define the business objective that the team wants to achieve. This goal should be a specific, measurable, and business-focused outcome.
  2. Actors: Identify who can influence the achievement of the goal. These could be end-users, system users, regulators, support staff, and even systems or devices. The actors are usually individuals or groups who can behave in ways that lead towards or away from the goal.
  3. Impact: For each actor, identify how they can contribute to achieving the goal. This is the change in behavior that we want to see in the actor.
  4. Deliverables: Finally, identify what deliverables (such as features, tasks, user stories) can support the necessary impacts and encourage the desired behaviors in the actors.

Impact mapping can aid decision-making during the product development process. It helps to prioritize what should be developed based on the highest impact on the business objectives. The main advantages are that it fosters better collaboration and understanding among various stakeholders, and it encourages an experimental approach to product development.

The result is a “map” from the deliverables (the software features, for example) to the impacts and actors, all the way up to the overarching business goal. This makes it clear how each piece of work can contribute to the larger goal, helping to keep everyone focused and aligned.

Why Impact Mapping for Business Presentations?

Impact Mapping transcends being a mere planning tool; it also serves as a powerful instrument for creating compelling narratives in business presentations. Here’s why:

  1. Visual Clarity: Impact Mapping presents complex business objectives in a visually appealing and digestible way. It captures the journey from tasks to impacts to actors, and eventually, the goal, making your presentation easy to follow.
  2. Alignment and Understanding: By visualizing the connection between deliverables, impacts, actors, and the overarching goal, Impact Mapping promotes alignment among stakeholders. It ensures everyone is on the same page, making your presentations more effective.
  3. Focus and Prioritization: Impact Mapping demonstrates how each task contributes to the broader business goal. This aids in decision-making and prioritization, enabling you to focus your presentation on the most impactful elements.

Incorporating Impact Mapping into Your Presentations

To harness the power of Impact Mapping in your presentations, follow these steps:

  1. Prepare Your Impact Map: Begin by identifying your goal, actors, impacts, and deliverables. Visualize this information on a large whiteboard or use digital tools. Use an Impact Map template for PowerPoint or Google Slides to save time. You can find free Impact Mapping slides for presentations.
  2. Present Your Goal: Start your presentation by explaining the business goal. Highlight its relevance to the audience and the organization.
  3. Explain the Actors: Next, introduce the actors. Describe their role and their influence on the goal.
  4. Discuss the Impacts: Then, delve into the impacts, the behavioral changes that will drive your actors towards the goal.
  5. Highlight the Deliverables: Finally, discuss the deliverables that will instigate these impacts. Highlight their significance in achieving the goal.
  6. Engage Your Audience: Invite your audience to share their thoughts and feedback. This not only reinforces the collaboration fostered by Impact Mapping but also enhances audience engagement.

Case Study: Impact Mapping in Action (A real-life example)

Consider a software company planning to reduce its customer churn rate – a clear, measurable business goal. In a real-life business presentation to the team, the presenter used Impact Mapping to illustrate the idea and providing an animated impact mapping visualization with the strategy.

They identified the actors as current users, the customer service team, and the product development team. The actors block fade in within the slide so the audience can focus the attention in this specific section and not be distracted by the other remaining blocks.

Then, the desired impacts included improved user experience and more efficient issue resolution. This can be represented in a new block appearing in the current slide, at the right of Actors block.

Next, a new block appears in the slide with the identified deliverables, such as an improved user interface and a more responsive customer service protocol. This can be animated in the current slide while the other blocks remain in place. This way, the emphasis is put in the deliverables stage.

The presentation was well-received, with team members appreciating the clear roadmap towards achieving the business goal. The audience was delighted to see an animated presentation showing the elements of the Impact Mapping tool appearing as part of a sequence.

Connecting Impact Mapping and Strategic Thinking

As we dive deeper into the world of business strategy, it’s convenient to explore the intrinsic relationship between Impact Mapping and strategic thinking. While these concepts may seem distinct at first glance, they are, in fact, tightly interwoven, each amplifying the efficacy of the other.

Strategic thinking refers to the process of defining an organization’s direction and making decisions that shape and guide what it is, who it serves, what it does, and why it does it, with a focus on the future. It requires a comprehensive view of the current business environment, an envisioning of the desired future state, and a pathway connecting the two.

This is where Impact Mapping comes into play. Considered as a conduit for strategic thinking, Impact Mapping provides the necessary framework to articulate and visualize the strategic intent. By starting with a well-defined goal – the anticipated future state – and tracing a path back through impacts, actors, and deliverables, it essentially operationalizes the strategic thought process.

The crux of strategic thinking lies in understanding the cause-effect relationships between actions and outcomes, the interactions between different elements of a system, and how changes in one area might impact others. Impact Mapping naturally encourages this kind of thinking. By identifying the actors who can influence the goal and determining how their behaviors need to change (impacts) to reach the goal, it promotes an understanding of the organization as a complex, interrelated system.

Moreover, strategic thinking involves making choices and prioritizing actions based on their potential impact. By providing a visual representation of how different actions (deliverables) contribute to the ultimate goal, Impact Mapping aids in strategic decision-making and ensures that resources are allocated where they can make the most difference.

The integration of Impact Mapping into strategic thinking can not only add structure and clarity to the strategic plan but also foster a shared understanding and alignment within the organization. It is a powerful tool for transforming strategic thought into action and for ensuring that every step taken is a step closer to the goal.

Examples of Impact Mapping in different industries

While Impact Mapping was initially developed within the context of software development and Agile methodologies, its utility extends far beyond this scope. Its potential for aligning work with strategic objectives, prioritizing initiatives, and fostering collaboration makes it suitable for a variety of industries.

Here are a few industries where Impact Mapping can be and is being used:

  1. Software Development: This is the industry where Impact Mapping was born. It’s commonly used to align development efforts with business goals, prioritize features based on their impact, and facilitate collaboration among developers, product owners, and stakeholders.
  2. Information Technology (IT): Beyond software development, Impact Mapping is useful in IT project management and infrastructure planning, helping align IT initiatives with broader business objectives.
  3. Marketing and Advertising: In the field of marketing and advertising (MarTech and AdTech), Impact Mapping can help to clarify campaign goals, identify key customer behaviors, and prioritize marketing activities based on their potential impact.
  4. Financial Services: Banks and financial institutions can use Impact Mapping for strategic planning, product development, and service improvements, aligning their efforts with business goals.
  5. Healthcare: Healthcare organizations can use Impact Mapping for strategic planning, process improvements, and patient engagement initiatives.
  6. Education: Educational institutions and edtech companies can use Impact Mapping to align curriculum development, teaching methodologies, and tech solutions with educational goals and student outcomes.
  7. Manufacturing: Impact Mapping can guide product development, operational improvements, and strategic initiatives in manufacturing, aligning these efforts with business goals.


In the corporate world, a memorable presentation is one that resonates, inspires, and incites action. Impact Mapping can help transform your business presentations into compelling narratives that align teams, foster understanding, and prioritize tasks based on their influence on the goal. So, the next time you’re preparing for a presentation, remember to map your impact. After all, behind every powerful presentation lies a well-charted map.

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