In wave imaging, we aim at characterizing an unknown environment by actively probing it and then recording the waves reflected by the medium. However, medium heterogeneities can induce wave-front distortions and multiple scattering events that can strongly degrade the resolution and the image contrast. In that context, we developed a universal matrix approach of wave imaging in heterogeneous media. A matrix formalism is actually the perfect tool to compensate for wave distortions. It also leads to the following paradigm shift in wave imaging: Whereas multiple scattering is generally seen as a nightmare, a matrix approach can take advantage of it for ultra-deep and high-resolution imaging. It is also a promising characterization tool since it can provide a high-resolution tomography of the wave velocity and transport parameters. All these concepts are applied to both optical microscopy (for in-depth imaging of biological tissues), ultrasound imaging (for medical diagnosis) and seismology (for monitoring of volcanoes and fault zones).