job to be done

Marketing Canvas - Listening to

Marketing Canvas - Listening to

How can you have great conversations with your users if you don't listen to their voices! It is important to have a systematic method for monitoring and collecting customer feedback on customer needs, expectations, understandings, and product improvement. This is what we call Voice of the Customer (VoC). A good Marketing Strategy is a strategy where you collect customer feedback everywhere your customers are.

Marketing Canvas - Magic

Marketing Canvas - Magic

Providing an orchestrated experience with brilliant basics and an omni-channel approach is already a great achievement. Next step is to transform some moments into Moments of Truth (also referred to as wow or magic moments). These moments will create some magic for your customers (something that will positively impact them, they will remind it and share it) and ultimately delight them. So do you have sparks in your customer journey?

Marketing Canvas - Channels

Marketing Canvas - Channels

At each moment, your customer can use different channels (physical or digital). As the number of channels that can be used for transacting with a brand is growing, you should have an answer for all potential channels and orchestrate these channels: this is what we usually call an omni-channel strategy. Not having clearly defined your channel strategy will be a brake to your goals.

Marketing Canvas - Experience

Marketing Canvas - Experience

As a Brand, you need to formulate a clear and articulated answer at each moment. These answers should reflect customer identity, satisfy the objectives and meet expectations. We usually say that your Brand is the experience you offer to your customers. You should have brilliant answers to every single customer need at each moment: these are your brilliant basics!

Marketing Canvas - Moments

Marketing Canvas - Moments

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?

Marketing Canvas - Proofs

Marketing Canvas - Proofs

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.

Marketing Canvas - Pricing

Marketing Canvas - Pricing

PRICING is probably of the most technical aspect of Marketing. Good pricing strategies are value-based (transformational), connected with the market demands and the brand (purpose, positioning). Not considering a value-based approach will be ….

Marketing Canvas - Emotions

Marketing Canvas - Emotions

Today, differentiation comes through emotions and not functional features. Especially, if you look at it from the Experience Economy (from Gilmore and Pine) [1]. Do you know if you deliver the right emotional features? Can you leverage more the emotional dimensions in your value proposition for creating value? Answering yes means that you can create extra value through the emotional dimension of your value proposition

Marketing Canvas - Job To Be Done

Marketing Canvas - Job To Be Done

Job To Be Done is the first concept you should explore in the Marketing Canvas. It is under the Customer category. It helps you to understand if you really know the people that are buying/using or might buy/use your products and services.