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.
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 - Pains & Gains
A list of customer frustrations is research. A list of frustrations mapped to the journey stages where they occur is strategy. Dimension 130 of the Marketing Canvas explains the difference — and why getting it right determines the reliability of every downstream score.
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.