The best opportunity isn’t always the biggest—it’s often the least contested.

When companies face tough resource allocation choices—across segments, products, or internal initiatives—one question always surfaces: “Which option is most attractive?” That simple question leads to some of the richest strategic conversations we facilitate. And now, thanks to AI, those conversations are faster, deeper, and far more actionable than ever before.

Why “Attractiveness” Is a Deceptively Powerful Tool

Most companies have a gut sense of which segments or markets they “like.” But in strategic planning, gut feel isn’t enough. You need to articulate why a segment is attractive and align your team around those reasons.

That’s where the Attractiveness Criteria tool comes in. It helps teams define what makes a market or opportunity appealing—from growth rates and stability to competitive intensity, to alignment with corporate goals. When paired with “Ability to Win” (your competitive position), it becomes a powerful way to prioritize where to play and how to win.

AI Transforms a Classic Strategic Tool

Here’s where things get exciting. Historically, we made a common workshop tradeoff: when scoring attractiveness, we’d analyze our client’s view of different segments but assume competitors found them equally attractive. There simply wasn’t enough time to go deeper.

Now, with AI, we can ask a better question: What does the competition likely see as attractive? And we can get the answer instantly.

AI can rapidly scan public documents, earnings calls, and strategic statements from competitors to infer how they might score segment attractiveness. That enables:

• More accurate views of competitive intensity: If your rivals aren’t targeting a segment that you find valuable, that’s a big strategic opportunity.
• Segment prioritization based on whitespace: Segments with moderate attractiveness but low competition can become highly attractive plays.
• Sharper targeting decisions: You’re no longer guessing—you’re out-maneuvering.

Attractiveness in Action: From Internal Prioritization to Membership Strategy

The power of this tool goes far beyond external marketing strategy.

• For internal teams (like analytics or health economics groups), Attractiveness Criteria helps clarify which internal requests align most with strategic value and organizational readiness. Instead of every request being “urgent,” teams align on what’s truly worth prioritizing.
• For clubs and member-driven organizations, AI-enhanced attractiveness analysis reveals which member segments are both dissatisfied and high value—allowing targeted improvements, not generic fixes.
• For personal decisions, like choosing a college (or even a spouse!), it becomes a shared language for making high-stakes choices more rational and aligned.

A Better Matrix, Faster

By pairing Attractiveness with variables like Readiness to Execute or Strategic Fit, teams can quickly align on where to focus.

And now, with AI, you can build out scoring criteria and benchmarks with incredible precision. Ask AI to define what “high growth” looks like. Ask it to research external trends that may affect segment potential. Or ask it to weigh multiple future scenarios. You get sharper criteria, backed by sharper data—without adding days to your planning process.

Attractiveness Isn’t Just a Tool. It’s an Alignment Engine.

We often say this tool is “simple but not easy.” It creates alignment across functions, surfaces tradeoffs, and pushes teams to articulate what really matters. That’s why it’s so beloved—and why it sparks debate.

Now, with AI, it’s better than ever.

You can use it in a full-day strategy session. You can use it in a 30-minute pre-read. You can use it for segment targeting, resource planning, or personal decision-making. And you’ll always walk away with clearer priorities—and a stronger case for what comes next.