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.
M5: How to Size Your Market and Know If Your Goal Is Realistic
A market sizing exercise that produces a number too large to use is not strategic analysis — it's optimism dressed as data. Here's how M5 works in the Marketing Canvas Method.
M6–M9: How to Map Your Competitive Position and Read the Perceptual Map
Four parameters. One output: a Perceptual Map that shows whether your price is justified by your benefits — and whether your competitors' prices are. Here's how to build it.
M10: How to Read the Tailwinds and Headwinds Shaping Your Market
Every market has forces you don't control. M10 is where you name them, classify them, and decide what they mean for your strategy. Here's how to do it right. (Podcast included)
Defining Your Goals: Turning Insights into Actionable Revenue Targets
Most revenue goals are either vague or mathematically inconsistent. The Marketing Canvas Method's Step 2 fixes both — with a precise equation, one primary lever, and the Archetype that follows from it.
Marketing Canvas - Budget
Budget is the 24th Marketing Canvas dimension — scoring not how much you spend, but how deliberately. Learn the four properties, the 3-Cycle allocation logic, and the 90/10 innovation reserve principle.
Marketing Canvas - User Lifetime
Lifetime measures how long customers stay — scored as 1/churn rate. Learn the four properties, the CRC/CAC benchmark, and why a leaky bucket makes every other marketing investment less efficient.
Marketing Canvas - ARPU
ARPU measures whether you are maximising revenue from each customer through frequency, spend, and value growth. Learn the four properties, the revenue equation, and why measurement capability is the prerequisite everything else depends on.
Marketing Canvas - User Acquisition
Acquisition scores four metrics — CAC, conversion rate, CLTV/CAC ratio, and time to conversion. Learn the canonical diagnostic range and why the ratio matters more than the absolute number.
Marketing Canvas - Influencers
The Influencers dimension of the Marketing Canvas scores four properties — purpose alignment, goal clarity, authenticity, and long-term measurement. Learn why follower count is the wrong selection criterion.
Marketing Canvas - Media Strategy
Media is the distribution layer of the Marketing Canvas. Learn how the four media types — owned, earned, shared, paid — work as a system, not silos, and why sequence matters.
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 - Proof
Every brand makes claims. Few build proof systems. Dimension 340 of the Marketing Canvas identifies four types of proof — demonstration, logical explanation, endorsement, and reputation — and explains why stacking all four is the only way to convert sceptical prospects into convinced ones.
Marketing Canvas - Pricing
Pricing errors run in both directions. Underpricing signals low quality and leaves margin on the table. Overpricing creates resentment no feature list can fix. Dimension 330 of the Marketing Canvas scores whether your pricing actively supports your positioning — or quietly contradicts it.
Marketing Canvas - Emotions
Features bring customers in. Emotions keep them and make them advocate. Dimension 320 of the Marketing Canvas distinguishes between the emotional job customers want to feel in their lives and the emotional benefit your product actually delivers — and explains why B2B brands skip this distinction at their peril.
Marketing Canvas - Features
Having twenty features means nothing if none of them is the definitive reason to buy. Dimension 310 of the Marketing Canvas scores features on three levels — core, differentiating, unique — and explains why it appears in seven of the nine strategic archetypes.
Marketing Canvas - Visual Identity
Visual identity is the only Brand dimension customers score before any interaction begins. The first impression formed from a colour, a typeface, or a photography style is a scoring event — rapid and largely subconscious. Dimension 240 of the Marketing Canvas applies four tests to determine whether what customers see matches what the brand stands for.
Marketing Canvas - Values
Most brands have values on a wall. Very few have values that change decisions. Dimension 230 of the Marketing Canvas scores the difference — and the acid test is a single question: can you name a decision made in the last year because of a stated value, even when a different decision would have been more profitable?