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 and Customers
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).
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.
Marketing Canvas - Job To Be Done
Customers don't buy products — they hire them to make progress. Dimension 110 of the Marketing Canvas explains how to define the job at all three layers (functional, emotional personal, emotional social), why it is a Fatal Brake for Category Creators, and the single diagnostic sentence that exposes whether your team actually knows it.