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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Subway Is Losing a Franchise Every Twelve Hours. Here Is the Memo That Says Why.
Subway is losing a franchise every twelve hours. Jersey Mike's makes three times the revenue per location with one-sixth the stores. The brand stands for nothing beyond cheap sandwiches. Roark Capital loaded $5.7 billion in debt onto a company that needs reinvestment, not extraction. None of this is hidden. So why does the Marketing Canvas Method memo land differently than a consultant's slide deck? Because the method constrains bad advice, makes every recommendation falsifiable, and fits the portfolio to what the organisation can actually execute. Here is how it works — and the memo itself.
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.