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.
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6 printable A4 scoring grids for running the MCM assessment with your team — no screen required.
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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.
Sustainability in Your Marketing Strategy (1/7)
Most companies have a sustainability story. Fewer can prove it. This series gives you a two-axis diagnostic to see the gap — and close it.
Value Proposition Canvas vs Marketing Canvas: Same Territory, Different Depth
The Value Proposition Canvas and the Marketing Canvas Method cover more common ground than any other pair of strategy tools. They both start with Jobs, Pains, and Gains. They both connect customer insight to what you offer. But one produces a fit hypothesis. The other tells you whether that hypothesis is actually working — and what to do when it isn't.
Business Model Canvas vs Marketing Canvas: What Each Tool Actually Does
The Business Model Canvas tells you what business you're in. The Marketing Canvas Method tells you how to win the market you chose. They're not competing tools. They're sequential ones — and most teams use them in the wrong order, or skip the second step entirely.
Value Harvester (A6): How to Extract Maximum Value From a Declining Asset
Your offer still earns money, but its market has stopped growing or is shrinking. The Value Harvester (A6) posture says what to fix first: where the money goes, and the experience that keeps customers paying.
Niche Expert (A8): Marketing Strategy for the Specialist Who Goes Deeper, Not Wider
Your offer serves a specific kind of customer, and does it better than any generalist. The Niche Expert (A8) posture says what to fix first: the features and the position that make that depth visible.
Efficiency Machine (A2): Marketing Strategy for Cost Leaders
Customers buy on price, and you are the cheapest reliable option. The Efficiency Machine (A2) posture says what keeps you there: a cost structure, not a discount.
Scale-Up Guardian (A7): How to Protect What You Built While Everything Is Accelerating
Your offer is growing fast, and the experience is starting to slip. The Scale-Up Guardian (A7) posture says what to fix first: an experience that holds for every new customer, often by automating it.
Pivot Pioneer (A5): Marketing Strategy When Your Category Is Dying
Your market is shrinking, or outside forces are overturning it. The Pivot Pioneer (A5) posture says what to fix first: listening to the market, and letting go of a positioning that no longer works.
Disruptive Newcomer (A1): Marketing Strategy for Market Challengers
Your product is better, but buyers keep choosing the incumbents. The Disruptive Newcomer (A1) posture says what to fix first: a position buyers understand at once, and features that prove it.
Category Creator (A9) — How to Build a Market That Doesn't Exist Yet
Buyers do not yet have a name for the need you meet. The Category Creator (A9) posture says what to fix first: naming the job customers hire you for, and features that prove the new category is real.
Beyond the 4Ps: The Marketing Canvas Approach and the Power of Understanding Customer Aspirations
The 4Ps gave marketing a language. The Marketing Canvas Method gives it a complete operating system. Here's exactly what changed — and what you should do about it.
Quick Assessment Guide
Happy to announce that a one-pager quick assessment guide is now available for download. Sometimes before doing a full assessment which is really what the method is all about, some persons or companies might appreciate a first quick assessment for opening the discussion. Even though we are missing the nuances provided by the full version, it can be a nice conversation starter.
Marketing Canvas - Step 1 - Market Assessment
Explore the intricacies of the Marketing Canvas method through an in-depth guide, enhanced with a case study from the eco-friendly cleaning products industry. Ideal for marketers and entrepreneurs seeking to build a robust marketing strategy.