Opportunities, that is, action possibilities for innovative business models, goods, services and processes, particularly affect idea generation, which is vital for innovation success. Capitalizing on opportunities requires complementing predominating problem-centred innovation approaches. Despite mature knowledge on idea genera- tion, there is still a limited understanding on how to leverage opportunities. Hence, there is a limited set of methods available that provide formalized guidance. To address this gap, we co-developed an opportunity-led ideation method in an action design research project with one of Australia’s leading financial service providers.