Map the PESTEL components on the X-axis
Conduct research on the external environment changes.
Describe the macro-environmental changes within the description field.
Map the internal environment on the Y-axis
Describe the impact in the intersect by brainstorming in the team.
Map the most critical initiatives in the intersects. Mark the estimated impact through the use of colours - green= low impact, yellow= medium, red = high impact.
Deep dive - Use the second level matrix to describe initiatives and get practical about your insights.
Replace technology with digital. Digital is a broader concept that aims to close the gap caused through the technology revolution
Don't feel obliged to fill in all intersects. A stable political environment with little changes to market regulation or service enhancements may not influence your business at all.