Moments are the different steps a user is going through when he is trying to solve his Job To Be Done. You can use Mental Models for identifying all key moments a user is going through and try to formulate the best brand experience possible. You can also use the See-Think-Do-Care model for helping you when you define these moments. Do you understand your activity through your customer’s eyes?
Proving the claims of your Value Proposition is what turns your marketing conversation from classical blabla to impactful and relevant information for your customers. Inspired by ground-breaking book The Six Principles of Persuasion from Robert Cialdini, you should have a believable collection of the most persuasive reasons people should notice you and take the action you’re asking for.
As Marketers, we are not excused for being complaisant with the world around us. It should have been always the case but today the situation is so critical that we need to take action.
REVISIT STEP 2 - SET YOUR GOAL
The original approach at Step 2 was profit oriented. Indeed, during this step, we recommend to set a financial goal (revenue) before starting step 3 which is the assessment.
The triple bottom line approach (wikipedia) as proposed by John Elkington consists of extending the bottom line concept with sustainable elements. In addition to Profit, Elkington proposed to add Planet and People. The Marketing Canvas Method can be easily hacked for integrating the Triple Bottom Line concept by simply changing the way Goals are set during step 2.
At Step 2, you can define goal for Profit (original approach) but also goal for Planet and People. It is not fully clear for me whether a standard framework exists with clear KPIs linking Marketing Strategy and Planet/People elements. You can chose the goals that would specifically work for you when discussing Planet and People topics. Based on a very quick desk research, I identified few topics that could be used for defining objectives for Planet and People. It would be interesting to have your point of views and make this list more robust. Don’t hesitate to comment this post.
LIST OF GOALS FOR PEOPLE AND PLANET
Energy Management: How could you reduce your energy consumption and use more renewable energy when executing your marketing strategy? Goal?
Resource Management: How could you make use of resources for your marketing strategy in such a way that our next generation or in future there are no effects on the resource? Goal?
Waste Management: How could you collect, transport, process or dispose of, manage and monitor various waste materials generated by your marketing strategy? Goal?
Employee Welfare: How could you reinforce employee welfare when executing your marketing strategy? Goal?
Fair Trade: How could you reinforce fairness in your marketing strategy through dialogue, transparency and respect, that seeks greater equity in international trade? Goal?
Cause Marketing: How can you better the society while executing your marketing strategy? Goal?
When you have defined these goals (e.g. CO2), you can apply the Marketing Canvas Method for assessing your current situation (STEP 3). Let’s take 2 examples from the 24 dimensions.:
JOB TO BE DONE (CUSTOMERS): Is the knowledge of your customers’ job to be done helping you from achieving your goals?
FEATURES (VALUE PROPOSITION): Are the features of your value proposition helping you achieve your goals?
By asking these questions, you have interesting discussions about your current ability to achieve these goals (like CO2) or not (Brake or Accelerator).