Marketing strategy that works
in the real world.
Framework deep-dives, archetype guides, and research analysis built on the 24 dimensions of the Marketing Canvas Method.
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12 minutes. 24 dimensions scored on a forced-choice scale. You get your Strategic Archetype, your Vital 8 against target, and your Fatal Brakes flagged — before you read anything else.
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Marketing Strategy in an Agentic World
AI agents are now completing transactions on behalf of consumers — without visiting your website, reading your reviews, or seeing your ads. Your brand is being represented, recommended, or overlooked by systems you don't control. Most marketing frameworks weren't built for that. The Marketing Canvas Method was.
The Real Reason CMOs Don't Last
A recent HBR piece argues CMOs don't last because they can't speak the CFO's language. The prescription is sharp — and conditionally true. The same KPIs that save a McDonald's-style business break a Hermès-style one. Here's why archetype is the conversation that has to happen first.
Marketing Strategy Tools: Why a Toolbox Is Not a Strategy
You don't have a marketing strategy problem. You have a missing operating system. SWOT, BCG, Porter's and the other standard frameworks each illuminate something — but together they don't add up to a strategy, and in the AI era that gap is no longer survivable. Here's what does.
Apple Is Facing Two Different Problems. Almost Everyone Thinks It's One.
Apple just had the best year of its life. Four hundred and sixteen billion dollars in revenue. A hundred and twelve billion in profit. Every analyst on Wall Street is reading the same statement and reaching the same verdict — Apple is winning.They are reading the wrong number. The number that matters sits buried in the product section. In the most important holiday quarter of 2025, Apple Vision Pro shipped roughly forty-five thousand units. The consensus story is execution. The consensus story is wrong.
The MCM Greenwashing Integrity Check: Score with Evidence (7/7)
The MCM Integrity Check scores sustainability twice: once as claimed, once as evidenced. The gap between the two — in either direction — is the strategic risk to manage.
Purchase vs Participation: Two Modes of Sustainable Marketing (6/7)
Purchase-mode and participation-mode sustainability demand different strategies, scoring criteria, and evidence standards. Here is the MCM framework for both.
The MCM Sustainability Score: 19 Questions, One Diagnostic (4/7)
19 questions across five meta-dimensions. Here is the full structure of the MCM Sustainability Score — and where the most common scoring errors occur.
How to Tell If a Brand Is Truly Sustainable or Just Claiming (3/7)
There is a simple test for whether a company's sustainability marketing is genuine or cosmetic. It uses two scores — and most companies only track one.
The MCM Sustainability Compass: A Two-Axis Diagnostic Framework (3/7)
Commercial performance and sustainability are independent. The MCM Compass maps both — and shows why measuring only one misreads your position.
The Intention-Action Gap — For Marketing Leaders (2/7)
65% of consumers declare sustainability intent. 26% act. The gap is not a communications problem — it is a measurement system failure. Here is what to do about it.
The Intention-Action Gap (2/7)
Customers say they want sustainable brands. Most don't buy them. Here's what that gap means for your work — and the one measurement shift that changes everything
How to Contribute to Pricing Strategy Earlier in Your Career
Most pricing meetings start too late. The sensitivity was decided weeks earlier. Three questions that will make you valuable in any pricing conversation.
Why the Marketers Who Get Promoted Ask Different Questions in Strategy Meetings
McKinsey studied 5,000 companies. The most useful finding for your marketing career isn't about strategy — it's about execution discipline. Here are three habits that make it actionable from your next meeting onward.
What Europe's Top CMOs Prioritise in 2026 — and How to Contribute Earlier
McKinsey surveyed 500 European CMOs and found 3 urgent priorities: brand trust, ROI proof, and AI adoption. Here's how the Marketing Canvas Method operationalizes each one.
How to Turn Sustainability Goals Into Real Marketing Strategy
Most sustainability briefs land without a number or a deadline. Here is how earlier-career marketers can turn a vague direction into a structured goal their team can actually execute.
Your Company Is Measuring Customer Experience at the Wrong Moment
Most companies measure customer experience at exactly the wrong moment — the purchase. But your customer exists before and after that moment, and the gap between what they experience and what they actually need is where engagement breaks. Here is how to close it with three questions.