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.
Don't know your archetype yet?
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.
Get the scoring worksheets.
6 printable A4 scoring grids for running the MCM assessment with your team — no screen required.
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Marketing Canvas - Step 2 - Set Your Goals
In the Marketing Canvas Process, after having finalised your assessment, you should discuss potential scenarios that will help you achieve your goal(s). An interesting perspective for this phase is to use the scenarios proposed by Tiffani Boffa in her book Growth IQ.
Marketing Canvas - Listening
Most companies listen reactively — processing complaints, running annual surveys, reading reviews when they arrive. The Marketing Canvas demands proactive listening. Dimension 510 explains the difference, why it is a Fatal Brake for Pivot Pioneers, and the most expensive sentence in marketing.
Marketing Canvas - Magic
Satisfaction keeps customers. Magic turns them into advocates. Dimension 440 of the Marketing Canvas scores four components — effortless, stress-free, sensory pleasure, and social pleasure — and explains why exceeding expectations on something the customer doesn't care about isn't magic, it's waste.
Marketing Canvas - Channels
Most companies have channels. Few have orchestrated channels. Dimension 430 of the Marketing Canvas scores the difference — and explains why a brand with three connected channels outperforms one with eight siloed ones.
Marketing Canvas - Experience
Experience is a Fatal Brake for three archetypes. In every case the mechanism is the same: experience failure is the proximate cause of churn. Dimension 420 of the Marketing Canvas scores consistency — not brilliance — and explains why "leaving nothing to chance" is a scored criterion, not an aspiration.
Resources for Course on Customer Experience
List of resources (books, articles, video, website) that I recommend you to visit if you are interested in the Customer Experience topic. I am using these resources during my classes @SolvayBrusselsSchool and during workshops.
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.