If you want to design the marketing strategy for your business, you should first start to analyse where you will play. What does it mean? It means that your product/service will be associated by consumers/buyers with other alternatives they have on the market (maybe no alternative exists which means that you creating a new category also referred as a blue ocean).
Defining your market and identifying the key benefits that matter to customers are foundational steps in building a competitive strategy. Knowing where your product or service fits ensures clarity about your audience and competitors, while understanding customer benefits—both functional and emotional—reveals opportunities for differentiation.
Understanding market trends is key to shaping your business strategy. By identifying trends as accelerators or brakes, you can align your goals with opportunities while mitigating risks. Learn how Tesla leverages trends like electric vehicle adoption and sustainability regulations to drive growth. Explore actionable methods to integrate trends into your strategic context and goal-setting.
Turn your market insights into actionable revenue goals with the Marketing Canvas process. Learn how to use the revenue formula—customers, transactions, and average price per transaction—to set clear, data-driven targets. Align your goals with market opportunities, competitor positioning, and emerging trends to create a strategy that delivers growth. Discover actionable examples and frameworks to guide your approach.
Understanding where your market stands and how your offerings align with customer expectations is critical to success. By merging the Growth Curve—which tracks a market's lifecycle through stages like Introduction, Growth, Maturity, and Decline—with the Experience Curve, you gain a clear roadmap for creating value.
In today’s business landscape, sustainability is no longer optional—it’s essential. Companies like Patagonia and Unilever have embedded sustainability into their core strategies, responding to consumer demand for ethical practices and building lasting loyalty. By using frameworks like the Marketing Canvas, brands can seamlessly integrate sustainability into every aspect of their marketing strategies, balancing profit with environmental stewardship.
Happy to announce that a one-pager quick assessment guide is now available for download. Sometimes before doing a full assessment which is really what the method is all about, some persons or companies might appreciate a first quick assessment for opening the discussion. Even though we are missing the nuances provided by the full version, it can be a nice conversation starter.
When working on the Customers part of the Marketing Canvas, you are trying to identify relevant and actionable triggers (you can also call it insights) that you will try to leverage through the other dimensions of the canvas. We have 4 dimensions you can play with for identifying these triggers (JTBD, ASPIRATIONS, PAINS & GAINS, ENGAGEMENT).
In this new era where everything is accelerated by technological changes, Marketers are also deeply impacted. They can't stand still. They definitely have to reconsidered their job, their approach and finally their profession, Now. What should they do? How should they do that? While there is not one answer to this question, I use the label Smart Creative Marketers for defining what a future Marketer is! But what does it really mean, let me tell you.
