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.
Get the scoring worksheets.
6 printable A4 scoring grids for running the MCM assessment with your team — no screen required.
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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 2 - Set Your Goals
In the Marketing Canvas Process, after having finalised your assessment, you should discuss potential scenarios that will help you achieve your goal(s). An interesting perspective for this phase is to use the scenarios proposed by Tiffani Boffa in her book Growth IQ.
Marketing Canvas - Positioning
Demystify brand positioning with the Marketing Canvas methodology. Understand its significance, different types, and evaluation process. Enhance your brand's market presence with effective positioning strategies.
Marketing Canvas - Engagement
Satisfaction and engagement are not the same thing. A customer can score 7/10 on satisfaction and never return. Dimension 140 of the Marketing Canvas explains the difference, how to measure it, and why engagement is the leading indicator that predicts churn before it appears in the revenue line.
6 simple principles for your marketing strategy
6 simple principles that could help you when working on your Marketing Strategy. Some companies are trying to be perfect before moving to step 4. While we should always do our best at step 1-3, I believe the most important are 4-6.
Your Revenue Goal Is Too Vague. Here Is How to Turn It Into Something Your Team Can Actually Act On
"Grow revenue by 15%" is a financial objective, not a strategic instruction. It does not tell your team which variable to move or whether your market even supports the lever you are about to choose. One equation changes that — and makes the conversation in your next planning meeting a lot more useful.
How the Marketing Canvas Method Works: A Step-by-Step Guide
Six steps. One lead segment. A scored baseline, a ranked set of initiatives, and a 12-month roadmap with built-in gates. Here's the full MCM process — what happens at each step and why the sequence is non-negotiable.
New Business Models in a Digital Future
In a world strongly influenced by new technologies, new business models are emerging for brands. We usually defined this new world as a digital world but what digital really means? In this presentation, I explore the impact of digital and propose some recommandations that could help defining new ways of creating and capturing value.
How to Assess your Marketing Situation With the Marketing Canvas?
One clear objective of the Marketing Canvas is to facilitate debate and discussion around a clear strategic challenge question. Most of the specialists of the leadership topic agree that one of the key reason why strategy is failing is because the decision that has to be made is unclear! When you do the strategic marketing exercise, you need to be crystal clear about which question you are trying to answer.
Marketing Canvas 2.1 (New version)
The Marketing Canvas is evolving. We have changed 2 main dimensions as it reflects more the Marketing reality.