Marketing Canvas - Listening to

Last update: 06/12/2024

In a nutshell

The Listening To sub-dimension in the Marketing Canvas focuses on the systematic collection and analysis of customer voices (Voice of Customer, or VOC) to understand their perceptions, needs, and expectations. By implementing a robust VOC system, businesses can ensure they listen to what customers are saying about their brand and value proposition, enabling data-driven decisions and continuous improvement. This includes capturing customer feedback on sustainability, an increasingly critical aspect of modern business.

For example, Green Clean may use surveys, social media monitoring, and feedback forms to collect customer insights, helping refine its eco-friendly cleaning products and sustainability messaging.

Introduction

The Listening To sub-dimension within the Conversation category is about actively capturing and analyzing customer feedback to better understand their experiences and expectations. A strong VOC system ensures that businesses make decisions based on real customer data rather than assumptions, aligning their strategies with customer needs and preferences.

Listening effectively to customers enables brands to:

1. Build trust by showing customers their voices are heard.

2. Improve the customer journey by addressing pain points and unmet needs.

3. Strengthen their sustainability commitments by understanding customer expectations in this area.

What is Listening To?

Listening To involves the systematic capture, analysis, and application of customer feedback. Key elements include:

1. Comprehensive VOC System: Tools and processes to gather customer feedback across multiple channels.

2. Data-Driven Insights: Decisions based on accurate and objective data rather than assumptions.

3. Journey and Lifecycle Understanding: VOC systems tailored to specific points in the customer journey and lifecycle.

4. Multi-Technique Approach: Combining methods such as surveys, interviews, social media monitoring, and analytics.

5. Sustainability Insights: Capturing feedback on customer views regarding environmental and social responsibility.

For example:

• Green Clean might use a survey to understand customer satisfaction with its eco-friendly packaging while also analyzing social media for sentiment around its sustainability claims.

“Listening to the needs of your customers isn’t an optional exercise; it’s mandatory. Even if you don’t intend to differentiate on customer experience (and you’re in a small minority if so), the value of listening to customers is real, measurable, and immediate.” CMO.com

Listening To: an in-depth perspective

To create an effective VOC process, businesses must:

1. Establish a VOC System: Implement systems to capture customer feedback across all relevant touchpoints.

2. Leverage Data-Driven Processes: Use advanced analytics to eliminate assumptions and focus on actionable insights.

3. Understand the Customer Journey: Tailor feedback mechanisms to reflect the unique needs and touchpoints of the customer lifecycle.

4. Combine Techniques: Use a mix of qualitative and quantitative research methods for a comprehensive understanding.

5. Focus on Sustainability: Ensure that customer feedback includes views on sustainability, a key driver of modern consumer behavior.

For instance:

• Green Clean could use feedback forms at checkout, analyze product reviews for sustainability comments, and track brand mentions on social media to capture a holistic view of customer perceptions.

Translating listening to into action

To listen effectively to customers, businesses need a structured and consistent approach:

• Design Your VOC System: Identify key touchpoints and feedback mechanisms across the customer journey.

• Implement Data Analytics: Ensure your VOC process is data-driven and includes tools to analyze qualitative and quantitative feedback.

• Integrate Sustainability: Include questions and feedback opportunities focused on environmental and social impact.

Questions to consider:

• Have you set up a comprehensive VOC system to capture customer feedback across multiple channels?

• Is your VOC process entirely data-driven, avoiding assumptions at every stage?

• Does your VOC system reflect an in-depth understanding of the customer journey and lifecycle?

• Are you using a variety of techniques to gather and validate customer feedback?

• Does your VOC system capture your customers’ views on sustainability effectively?

But listening is not the same as understanding. How you listen, and to whom you listen, is critical. Even a smart, high-end business can be led astray by misunderstanding the strengths and weaknesses of different customer feedback channels. HBR[2]

Statements for self-assessment

For a comprehensive evaluation of your understanding and application of the Listening To concept, rate your agreement with the following statements on a scale from -3 (completely disagree) to +3 (completely agree):

1. You have set a VOC system that captures everything that customers are saying about your brand and your value proposition.

2. Your entire VOC process is data-driven, and at no point are you making any assumptions.

3. Your VOC process is based on an in-depth knowledge of your user's journey and customer lifecycle.

4. You are using a few different techniques together to ensure you're getting the most that you can from your research.

5. Your VOC system captures your customers' views on sustainability.

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Marketing Canvas Method - Conversation - Listening To

Interpretation of the scores

• Negative scores (-1 to -3): Negative scores indicate significant gaps in your VOC process, such as a lack of data-driven decision-making, insufficient understanding of the customer journey, or a failure to address sustainability. These shortcomings may result in missed opportunities to align with customer expectations and improve brand perception. Immediate action is needed to develop a structured VOC approach.

• A score of zero (0): A neutral score reflects partial implementation or limited effectiveness of your VOC system. While some processes may exist, they are not comprehensive or data-driven enough to provide actionable insights. Additional effort is needed to refine your VOC strategy and incorporate sustainability feedback.

• Positive scores (+1 to +3): Positive scores suggest that your VOC system is robust, comprehensive, and data-driven. It effectively captures feedback at all relevant touchpoints, aligns with the customer journey, and includes insights on sustainability. This ensures you are well-equipped to adapt to customer needs, improve experiences, and strengthen brand loyalty.

Case study: Green Clean’s VOC system

• Misaligned understanding (-3, -2, -1): Green Clean lacks a structured VOC system, relying on anecdotal feedback or assumptions. The brand misses key insights into customer needs, such as the demand for more refill options, and fails to capture sustainability-related feedback, weakening its eco-friendly positioning.

• Surface understanding (0): Green Clean has implemented some feedback mechanisms, such as a customer satisfaction survey, but these are not integrated into a comprehensive VOC system. The feedback collected is limited in scope, failing to address the full customer journey or provide meaningful insights into sustainability.

• Deep understanding (+1, +2, +3): Green Clean has a robust VOC system that captures feedback across multiple channels, including surveys, product reviews, and social media. The system is fully data-driven, with advanced analytics identifying trends and customer pain points. Sustainability feedback is a core component, helping the brand continuously refine its eco-friendly initiatives.

Conclusion

The Listening To sub-dimension is essential for understanding and responding to customer needs, preferences, and expectations. A comprehensive, data-driven VOC system that integrates sustainability insights enables businesses to make informed decisions, enhance the customer journey, and strengthen brand loyalty. By actively listening to customers, brands can stay ahead of the curve and build lasting relationships.

Sources

1. Hubspot, 12 Voice of the Customer Methodologies To Generate a Goldmine of Customer Feedback, https://blog.hubspot.com/service/voice-of-the-customer-methodologies

2. Harvard Business Review, 2015, Everyone Says They Listen to Their Customers—Here’s How to Really Do It, https://hbr.org/2015/10/everyone-says-they-listen-to-their-customers-heres-how-to-really-do-it

3. McKinsey, Are you really listening to what your customers are saying?, https://www.mckinsey.com/business-functions/operations/our-insights/are-you-really-listening-to-what-your-customers-are-saying

4. Futurelab, Your VoC Programme is underperforming - and you know it, https://www.futurelab.net/slide/your-voc-programme-underperforming-and-you-know-it

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Marketing Canvas by Laurent Bouty

Marketing Canvas - Proofs

Last update: 8/11/2024

In a nutshell

The Proofs sub-dimension in the Marketing Canvas focuses on the evidence and validation that support your value proposition. Proofs help build trust and credibility by demonstrating how your offering delivers on its promises, reducing customer uncertainty and reinforcing your brand’s reputation. This evidence may include testimonials, case studies, certifications, third-party endorsements, and other trust-building tools.

For example, Green Clean might use certifications like "Certified Organic" or endorsements from environmental organizations to validate its claims of sustainability and safety, reassuring customers of its commitment to quality and eco-conscious practices.

Introduction

The Proofs sub-dimension is a vital element of the Value Proposition category in the Marketing Canvas. It addresses the need to substantiate your claims with clear and credible evidence. In an age of increasing skepticism, especially around sustainability claims, providing proof is critical to gaining customer trust, avoiding greenwashing, and reinforcing your brand's reputation.

Proofs help bridge the gap between what a brand promises and what customers believe, ensuring alignment and confidence in your value proposition.

What are proofs?

Proofs are the tangible and credible elements that validate your value proposition, providing customers with the confidence to trust and invest in your offering. These can include:

• Operational Context: Demonstrations, examples, or case studies that show your value proposition in action.

• Clarification Tools: Detailed explanations, technical specifications, or visual aids that reassure customers about your product or service.

• Third-Party Endorsements: Recognized certifications, awards, or endorsements from trusted authorities.

• Brand Reputation: References to your brand’s history, achievements, or well-known attributes.

• Greenwashing Avoidance: Ensuring that your claims are transparent, accurate, and verifiable.

For instance, Green Clean might showcase customer testimonials, certifications like “EcoCert,” and its long-standing reputation for sustainable innovation to provide robust proof of its eco-friendly claims.

Laurent Bouty - Marketing Canvas Method - Proofs

Proofs: an in-depth perspective

To effectively reinforce your value proposition, your proofs must:

1. Show Operational Relevance: Provide real-world examples or demonstrations of how your product delivers value.

2. Reassure Through Clarity: Offer clear explanations or visualizations that address customer concerns.

3. Leverage Trusted Endorsements: Highlight third-party validations or certifications that strengthen credibility.

4. Reference Brand Reputation: Connect your value proposition to widely acknowledged elements of your brand’s history or achievements.

5. Maintain Integrity: Ensure your claims are truthful, avoiding exaggeration or greenwashing.

For example:

• Operational Context: Green Clean shares a case study showing how its products helped a customer reduce household toxins by 80%.

• Third-Party Endorsements: Certifications like “Leaping Bunny” verify its cruelty-free claims.

• Reputation: Green Clean highlights its recognition as a leader in sustainable cleaning solutions.

Translating proofs into action

Providing proof requires an intentional strategy to communicate and display evidence across all customer touchpoints. From marketing materials to customer service, every interaction should reinforce your value proposition with credible and relevant proof points.

Questions to consider:

• Have you demonstrated your value proposition in an operational context that customers can easily relate to?

• Have you clarified how your value proposition works to reassure potential customers?

• Are your claims backed by trusted third-party endorsements?

• Do you reference widely acknowledged elements of your brand’s reputation to reinforce your value proposition?

• Are you transparent in your claims, ensuring you avoid any perception of greenwashing?

Statements for self-assessment

For a comprehensive evaluation of your understanding and application of the Proofs concept, rate your agreement with the following statements on a scale from -3 (completely disagree) to +3 (completely agree):

1. You have presented your value proposition in an operational context that makes it possible to see the promised benefit(s).

2. You have provided elements to clarify exactly how the value proposition operates and reassure the customer.

3. Your value proposition is supported by means of a recognized third party: i.e., a celebrity ambassador, a label, or other trusted sources.

4. Your value proposition has made a direct reference to a widely acknowledged element of your brand's reputation.

5. Your value proposition avoids any form of Greenwashing.

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Marketing Canvas Method - Value Proposition - Proofs by Laurent Bouty

Interpretation of the scores

Negative scores (-1 to -3): Negative scores indicate a lack of sufficient or credible proof to support your value proposition. Customers may be skeptical of your claims, leading to reduced trust and missed opportunities to build loyalty. Immediate steps are needed to integrate credible and transparent evidence into your messaging.

A score of zero (0): A neutral score reflects uncertainty or incomplete application of proof elements. While you may provide some evidence, it is not compelling or consistent enough to fully reassure customers. Further development of proof strategies is necessary to strengthen customer trust and confidence.

Positive scores (+1 to +3): Positive scores suggest that your value proposition is well-supported by clear, credible, and impactful proof elements. Your evidence reassures customers, leverages third-party endorsements, aligns with your brand’s reputation, and avoids greenwashing. This strengthens customer trust and reinforces your value proposition.

Case study: Green Clean’s proofs

Misaligned understanding (-3, -2, -1): Green Clean fails to provide sufficient proof to support its claims, relying only on vague or generic statements. Without tangible evidence, such as certifications or case studies, customers are left skeptical of its eco-friendly promises, weakening trust and reducing purchase intent.

Surface understanding (0): Green Clean offers some proof, such as basic product descriptions or minimal certifications, but lacks consistency or depth. Customers may perceive the brand as credible but not fully reassured, limiting the impact of its value proposition.

Deep understanding (+1, +2, +3): Green Clean provides robust proof points, including certifications like “EcoCert,” testimonials from satisfied customers, and endorsements from environmental organizations. These elements demonstrate operational relevance, clarify its value proposition, and highlight the brand’s reputation as a sustainability leader, building strong trust and loyalty.

Conclusion

The Proofs sub-dimension is essential for building trust and credibility in your value proposition. By demonstrating your claims through operational context, third-party endorsements, and references to your brand’s reputation, you reassure customers and strengthen their confidence in your offering. Transparency and honesty are critical to avoiding greenwashing and maintaining integrity, ensuring that your proofs reinforce long-term loyalty and advocacy.

Sources

1. Neil Patel, Dominate your Market, https://neilpatel.com/blog/dominate-your-market/

2. HubSpot, Principles of Persuasion, https://blog.hubspot.com/sales/cialdini-principles-of-persuasion

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Marketing Canvas by Laurent Bouty

Marketing Canvas - Emotions

Last update: 06/11/2021

In a nutshell

The Emotions sub-dimension in the Marketing Canvas highlights the emotional benefits that define your value proposition. While functional benefits address practical needs, emotional benefits resonate with customers on a deeper level, fostering loyalty and long-term connections. A compelling emotional value proposition reflects your brand’s purpose, sets you apart from competitors, and aligns with evolving societal priorities like sustainability.

For example, a company like Green Clean might offer emotional benefits such as “peace of mind knowing your home is safe for your family and the planet.” This emotional resonance reinforces customer trust and loyalty, beyond the functional benefits of cleaning performance.

Introduction

The Emotions sub-dimension in the Marketing Canvas addresses the feelings and experiences customers associate with your value proposition. It explores how your brand elicits positive emotions, builds trust, and creates a lasting impact that goes beyond the product or service itself.

By understanding and delivering emotional benefits, brands can establish stronger connections with their target audience, inspire advocacy, and differentiate themselves in competitive markets.

What are emotional benefits?

Emotional benefits represent the intangible value customers derive from engaging with your brand. These benefits might include feelings of security, joy, pride, or belonging. Emotional benefits often serve as the deciding factor when customers choose between similar products or services.

For example:

• Core Emotional Benefits: Address universal customer feelings such as trust or confidence.

• Differentiating Emotional Benefits: Provide unique experiences or feelings that set your brand apart.

• Unique Emotional Benefit: Create a singular emotional reason that makes your offering the preferred choice.

Green Clean’s emotional benefits might include:

• Core Emotional Benefit: Trust in the safety and effectiveness of the product.

• Differentiating Emotional Benefit: Pride in supporting a sustainable brand.

• Unique Emotional Benefit: Peace of mind from creating a healthier, toxin-free home for loved ones.

Emotions: an in-depth perspective

To craft a powerful emotional value proposition, businesses must:

1. Meet Basic Expectations: Deliver on the emotional benefits expected within the category.

2. Differentiate Through Experiences: Offer unique emotional connections that competitors do not provide.

3. Focus on a Unique Emotional Appeal: Identify the single emotional benefit that defines your brand’s appeal.

4. Align with Purpose and Positioning: Ensure emotional benefits reflect the brand’s core mission and messaging.

5. Integrate Sustainability: Appeal to customers’ desire to make ethical and environmentally conscious choices.

For instance:

• Alignment: Green Clean’s emotional benefits align with its eco-friendly mission, ensuring customers feel good about their choices.

• Differentiation: By emphasizing its commitment to family health and environmental impact, Green Clean creates a unique emotional bond with its audience.

• Sustainability: Features such as non-toxic ingredients and reusable packaging appeal to customers’ emotions tied to sustainability.

Translating emotions into action

To deliver emotional benefits effectively, brands must identify and consistently communicate the feelings they want to evoke across all customer touchpoints. Emotional benefits should be evident in marketing messages, customer experiences, and product interactions.

Questions to consider:

• What emotional benefits are essential in your category, and how well do you deliver them?

• How do your emotional benefits set your brand apart from competitors?

• What is the unique emotional benefit that defines your value proposition?

• Are your emotional benefits consistent with your brand purpose and positioning?

• How do your emotional benefits reflect sustainability?

Statements for self-assessment

For a comprehensive evaluation of your understanding and application of the Emotions concept, rate your agreement with the following statements on a scale from -3 (completely disagree) to +3 (completely agree):

1. Your value proposition has all the core emotional benefits required by the category.

2. Your value proposition has few emotional benefits that set you apart from the competition.

3. Your value proposition has a unique emotional benefit that defines the single most reason for choosing you.

4. Your value proposition emotional benefits are consistent with your brand purpose and positioning.

5. Your value proposition has integrated sustainability in its emotional benefits.

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Marketing Canvas Method - Value Proposition - Emotions by Laurent Bouty

Interpretation of the scores

Negative scores (-1 to -3): Negative scores indicate that your value proposition lacks clarity or fails to address the emotional benefits that customers expect. This may lead to weak differentiation, limited customer loyalty, and missed opportunities to create meaningful connections.

A score of zero (0): A neutral score reflects uncertainty or incomplete articulation of emotional benefits. While some benefits may exist, they lack depth, uniqueness, or alignment with your brand purpose. Further development and integration are needed to create a compelling emotional value proposition.

Positive scores (+1 to +3): Positive scores suggest that your emotional benefits are well-defined, unique, and consistently aligned with your brand purpose and sustainability goals. These benefits foster customer loyalty, emotional connections, and advocacy, strengthening your value proposition.

Case study: Green clean’s emotional benefits

Misaligned understanding (-3, -2, -1): Green Clean focuses only on functional benefits, failing to address the emotional needs of its customers. This oversight leads to weak emotional connections and limited differentiation, as customers do not feel a unique or lasting bond with the brand.

Surface understanding (0): Green Clean recognizes the importance of emotional benefits but lacks a cohesive strategy to articulate and deliver them. While customers may appreciate the eco-friendly mission, the emotional connection remains superficial and does not strongly influence their loyalty or advocacy.

Deep understanding (+1, +2, +3): Green Clean offers a well-defined emotional value proposition. Customers feel peace of mind knowing their cleaning products are safe and sustainable, pride in supporting an eco-conscious brand, and joy in contributing to a healthier environment. These emotional benefits align with the brand’s purpose and create a loyal customer base that advocates for the brand’s mission.

Conclusion

The Emotions sub-dimension is vital for creating value propositions that resonate deeply with customers. By delivering core emotional benefits, differentiating through unique experiences, and aligning these benefits with brand purpose and sustainability, businesses can build trust, foster loyalty, and inspire advocacy. A strong emotional value proposition complements functional benefits, making the overall offering more compelling and memorable.

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Sources

1. Market and Economic Value, Laurent Bouty, https://laurentbouty.com/blog/2019/marketing-canvas-market-and-economic-value

2. Harvard Business Review, 2015, The new science of customer emotions

3. Harvard Business Review, 2018, The B2B elements of Value

4. Marketing Journal, 2018, The elements of Value

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Marketing Canvas by Laurent Bouty

Marketing Canvas - Pains and Gains

Last update: 23/10/2024

The final edits focus on reviewing the scoring system and refining the Green Clean example.

In a nutshell

The Pains and Gains sub-dimension in the Marketing Canvas focuses on identifying the constraints (pains) that block your customers from solving their problems and the delights (gains) that you can provide by addressing these constraints. By thoroughly understanding the pain points and potential gains, businesses can deliver solutions that resonate with customer needs and create a more positive overall experience.

For example, Green Clean customers may experience pain from the use of harmful cleaning chemicals and the difficulty of finding eco-friendly options, but their gain would be the peace of mind that comes from knowing their home is clean and safe for both their family and the environment.

In the Marketing Canvas

The Marketing Canvas is a powerful tool for entrepreneurs and non-marketers to build a robust marketing strategy. It consists of six meta-dimensions, each with four sub-dimensions, for a total of 24 sub-dimensions defining your Marketing Strategy. One of these sub-dimensions is PAINS & GAINS, which falls under the CUSTOMER meta-dimension.

Introduction

The Pains and Gains sub-dimension is part of the Customer category in the Marketing Canvas. It focuses on understanding the constraints or barriers customers face when trying to accomplish their goals and the delights or positive outcomes they seek from resolving these pains. Identifying these elements helps businesses craft offerings that directly target customer frustrations while delivering satisfying results.

What is « pains & gains » ?

Pains are the blockers or frustrations that customers encounter when trying to achieve their goals. These pains can range from emotional concerns to practical obstacles that prevent progress.

Gains, on the other hand, represent the positive outcomes customers wish to achieve, including functional results (like efficiency or ease) and emotional or societal rewards (like feeling aligned with a cause or living up to their values).

For example, Green Clean customers may experience the following:

• Pains: Concerns over the health risks of traditional cleaning products, or the frustration of spending too much time cleaning.

• Gains: The peace of mind that comes from using eco-friendly products, or the satisfaction of contributing to a healthier environment.

Tools for Identifying Pains & Gains

Identifying your customer's Pains & Gains isn't a guessing game. Several tools and techniques can help you uncover these insights:

1. Customer Interviews & Surveys: Directly asking your customers about their experiences, frustrations, and delights related to your product or service is a simple yet effective way to identify Pains & Gains.

2. Focus Groups: This research method allows for an in-depth understanding of customer's perspectives. Hearing customers discuss their experiences can reveal Pains & Gains you might not have considered.

3. Customer Journey Mapping: This tool visualizes the process a customer goes through to achieve their JTBD, helping you identify potential Pains & Gains at each step.

4. Social Media Listening: Monitoring social media conversations about your brand or industry can yield insights into common complaints (Pains) and praises (Gains).

5. Feedback Analysis: Regularly review feedback from support tickets, product reviews, or any other customer touchpoint. This feedback often directly highlights Pains & Gains.

Let’s consider our example of Green Clean. Through a customer survey, Green Clean discovers that many customers are frustrated by the lack of clear instructions on how to responsibly dispose of the product packaging (a Pain). On the other hand, they find that customers appreciate the fresh, natural scent of their products (a Gain).

Translating Pains & Gains into Action

Addressing the pains that prevent customers from achieving their goals while also providing the gains they desire requires a comprehensive approach. Empathize with your customers’ experiences and remove the barriers standing in their way while ensuring your solutions offer clear benefits.

Questions to consider:

• What constraints block your customers from solving their problems?

• What annoys your customers during their interaction with your product or service?

• What could delight your customers and turn their experience into something positive?

• How can you measure your customers' engagement with sustainability goals?

Statements for self-assessment

For a comprehensive evaluation of your understanding and application of the Pains and Gains concept, rate your agreement with the following statements on a scale from -3 (completely disagree) to +3 (completely agree):

1. You have clearly identified constraints blocking your customer from solving their problem and feel comfortable addressing them.

2. You have clearly identified factors that annoy your customer during the job map and feel comfortable addressing them.

3. You have clearly identified factors that could delight your customer during the job map and feel comfortable addressing them.

4. Your identification method of factors that annoys or could delight your customers does explicitly assess sustainability. (NEW)

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Marketing Canvas Method - Customers - Pains and Gains

Interpretation of the scores

• Negative scores (-1 to -3): A negative score suggests a disconnection in your understanding of the constraints or annoyances your customers face. This indicates a lack of insight into the barriers blocking their progress or the gains they seek, which may lead to ineffective solutions.

• A score of zero (0): A neutral score reflects uncertainty or a basic awareness of your customers' pains and gains. While you may recognize that constraints and delights exist, you are not fully addressing them. More research is needed to develop a complete understanding.

• Positive scores (+1 to +3): Positive scores indicate a clear and thorough understanding of your customers' constraints and delights. You are confident in identifying and addressing the key pain points and gains, and you have the tools in place to measure customer engagement, especially in areas like sustainability.

Case study: Green Clean’s pains and gains

• Misaligned understanding (-3, -2, -1): Green Clean fails to recognize the core constraints or frustrations their customers experience, such as concerns over the environmental impact of cleaning products. As a result, their services fall short of addressing the fundamental needs of their eco-conscious customers.

• Surface understanding (0): Green Clean has a partial understanding of customer pain points. While they acknowledge that customers want safer products, they do not fully grasp the extent of the annoyance or frustration customers feel about transparency in ingredients or sustainability claims. This limits their ability to fully delight their customers.

• Deep understanding (+1, +2, +3): Green Clean deeply understands both the constraints their customers face and the gains they seek. They recognize that their customers are concerned about using harmful chemicals and value transparency, eco-friendliness, and health. By addressing these constraints and providing clear benefits like peace of mind and environmental contribution, Green Clean fosters a loyal customer base aligned with their values.

Conclusion

Identifying and addressing the pains and gains of your customers is essential for delivering products and services that resonate with them on a deeper level. By focusing on removing the constraints that block progress and delivering meaningful delights, you can create long-lasting customer relationships and positive outcomes that extend beyond functional benefits.

Source

1. Value Proposition Canvas by Strategyzer, https://www.strategyzer.com/canvas/value-proposition-canvas

2. Outcome-Driven Innovation, Medium, https://jobs-to-be-done.com/outcome-driven-innovation-odi-is-jobs-to-be-done-theory-in-practice-2944c6ebc40e

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Marketing Canvas - Aspirations

Last edit: 20/10/2024: The final edits focus on reviewing the scoring system and refining the Green Clean example.

In a nutshell

Aspirations in the Marketing Canvas help businesses uncover the deeper, often emotional and social goals that customers strive to fulfill through their product or service. Aspirations move beyond functional needs and focus on the personal growth, societal impact, and environmental contribution that customers seek. Identifying these aspirations enables businesses to create stronger emotional connections and long-term relationships with their audience.

For example, Green Clean customers likely aspire to more than just maintaining a clean home. They may also want to live a healthier life, reduce their environmental footprint, and contribute positively to their community. By understanding these aspirations, Green Clean can better align its marketing and service strategies with the values that resonate most with its customers.

In the Marketing Canvas

The Marketing Canvas is a powerful tool for entrepreneurs and non-marketers to build a robust marketing strategy. It consists of six meta-dimensions, each with four sub-dimensions, for a total of 24 sub-dimensions defining your Marketing Strategy. One of these sub-dimensions is ASPIRATIONS, which falls under the CUSTOMER meta-dimension.

Introduction

The Aspirations sub-dimension is part of the Customer category within the Marketing Canvas. It focuses on understanding the personal, societal, and environmental aspirations that customers have when interacting with a product or service. These aspirations often reflect the desire to improve themselves, their community, or the world around them.

While Jobs To Be Done helps identify what customers aim to accomplish in the short term, Aspirations delve into the long-term goals and ideal visions that shape their decisions.

The importance of defining Marketing aspirations

Aspirations are the personal dreams, social causes, and environmental goals that drive customers' choices. They represent the deeper values and long-term visions customers hold for themselves and the world. Unlike functional needs, aspirations are often intangible but highly influential in shaping behavior.

For example, Green Clean’s customers may aspire to:

• Improve their health by maintaining a safe, non-toxic home environment.

• Support environmental sustainability by reducing waste and using eco-friendly products.

• Be role models in their community by setting a positive example of environmental responsibility.

These aspirations connect to broader societal and environmental movements, giving brands like Green Clean a pathway to build meaningful connections with their customers.

Aspirations: an in-depth perspective

Customers often seek products or services that align with their broader goals for personal growth, societal impact, or environmental contribution. They look for solutions that help them achieve not only immediate functional needs but also their vision for a better self or a better world.

For example, customers using Green Clean might aspire to:

• Live more sustainably by choosing eco-friendly products that align with their environmental values.

• Contribute positively to society by promoting sustainability and setting an example for others, reflecting their societal values.

• Improve their personal well-being by creating a healthy, toxin-free living space, aligned with their personal values.

Understanding these deeper aspirations helps businesses tailor their marketing and offerings to align with the customer’s long-term goals.

How the Marketing Canvas aligns aspirations and strategy

To effectively connect with customer aspirations, businesses need to focus on the emotional, societal, and environmental goals of their target audience. Understanding aspirations allows companies to align their strategies with their customers' vision for the future, building loyalty and fostering deeper relationships.

Questions to consider:

• What personal aspirations do your customers have that align with their values?

• How does your product or service help them contribute to society or the environment?

• How can your marketing reflect their vision for personal growth or impact on the world?

Aspirationals are defined by their love of shopping, desire for responsible consumption, and their trust in brands to act in the best interest of society [1]

Examples

Example 1: Patagonia

Patagonia, the outdoor clothing and gear company, has an audience whose aspirations go beyond just having quality outdoor clothing. Their customers aspire to protect the environment, which is why Patagonia's commitment to sustainability, ethical sourcing, and environmental activism resonates with them. Patagonia's alignment with these aspirations has helped them cultivate a highly loyal customer base.

Example 2: Tesla

Tesla's customers are not just buying a car; they are buying into a vision of a sustainable, technologically advanced future. Customers' aspirations here include reducing their carbon footprint, being part of cutting-edge technology, and the status associated with owning a Tesla. Elon Musk understood these aspirations and built Tesla's brand around them.

Example 3: Dove

Dove, a personal care brand, understood that their customers aspired to real, authentic beauty rather than the unattainable standards often portrayed in the media. Their "Real Beauty" campaign resonated deeply with customers worldwide, helping the brand build a strong emotional connection with its audience.

Statements for self-assessment

For a comprehensive evaluation of your understanding and application of the Aspirations concept, rate your agreement with the following statements on a scale from -3 (completely disagree) to +3 (completely agree):

1. You have clearly identified consumers' aspirations for improving themselves (personal values).

2. You have clearly identified consumers' aspirations for improving the world around them (societal values).

3. You have clearly identified consumers' aspirations for improving the world around them (environmental values).

Interpretation of the scores

• Negative scores (-1 to -3): A negative score suggests that you disagree or strongly disagree with the statement, meaning you lack a solid understanding of your customers' aspirations, whether they are personal, societal, or environmental. This could result in your marketing and offerings being out of sync with the emotional and values-driven goals of your audience, weakening brand loyalty and connection.

• A score of zero (0): A neutral score reflects uncertainty or only a surface-level understanding of your customers’ aspirations. You may recognize that aspirations exist but do not fully grasp how these emotional, societal, or environmental goals influence customer behavior. Further exploration is needed to deepen your understanding of their long-term aspirations.

• Positive scores (+1 to +3): Positive scores indicate agreement with the statements, meaning you have a strong understanding of your customers' personal, societal, and environmental aspirations. You recognize how these aspirations shape decision-making and can align your product and marketing strategies with their broader goals. This deeper understanding helps you build a stronger emotional connection with your customers and reinforce their loyalty to your brand.

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Marketing Canvas Method - Customers - Aspirations by Laurent Bouty

Case study: Green Clean's aspirations

• Misaligned understanding (-3, -2, -1): Green Clean focuses only on functional needs (cleaning services) and does not recognize its customers' aspirations for personal, societal, or environmental improvement. By ignoring these deeper aspirations, Green Clean risks losing customers who value sustainability and seek brands that reflect their broader goals for positive change.

• Surface understanding (0): Green Clean acknowledges that its customers have aspirations, such as wanting eco-friendly products, but it does not fully understand the emotional significance behind these aspirations. The company might see environmental responsibility as a secondary factor, without realizing how central it is to the customer's personal, societal, and environmental values. This limits their ability to connect deeply with their customers.

• Deep understanding (+1, +2, +3): Green Clean fully understands its customers' aspirations for personal well-being, societal contribution, and environmental responsibility. The company aligns its services and marketing strategies with these aspirations by offering eco-friendly solutions, promoting sustainability, and helping customers achieve their vision for a healthier, more sustainable lifestyle. This deep understanding strengthens the emotional bond between Green Clean and its customers, making the brand a trusted partner in their long-term journey.

Sources

1. https://blog.globalwebindex.com/trends/why-aspirational-consumers-matter/

2. Report: https://globescan.com/five-human-aspirations-and-the-future-of-brands/

3. "Start with Why: How Great Leaders Inspire Everyone to Take Action" by Simon Sinek

4. "Building a StoryBrand: Clarify Your Message So Customers Will Listen" by Donald Miller

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Marketing Canvas - Job To Be Done

Last update: 16/10/2024

I have introduced a new evaluation framework for assessing Jobs to Be Done (JTBD) with a focus on sustainability. This topic is now integrated into the comprehensive marketing strategy assessment.

In a nutshell

"Job to be Done" (JTBD) is a pivotal concept in the Marketing Canvas, helping businesses to understand their customers' needs more precisely. The JTBD concept posits that customers buy products or services to fulfill a specific job or objective that goes beyond mere product functionality, including emotional and social aspects. Businesses must focus not on the product they sell, but on the job that their product is hired to do. A deep understanding of the customer's job can make marketing more effective and innovation more predictable. The JTBD framework involves identifying customers' unmet goals, constraints, and catalysts, which can lead to innovative and unique solutions.

A practical example is Green Clean, an eco-friendly cleaning company. Their customers' JTBD might not just be "getting a clean house," but also "maintaining a safe and healthy home environment," "reducing their carbon footprint," or "setting a positive example for their children about environmental responsibility." By understanding these broader jobs, Green Clean can tailor their services and marketing strategies more effectively.Introduction

In the Marketing Canvas

The Marketing Canvas is a powerful tool for entrepreneurs and non-marketers to build a robust marketing strategy. It consists of six meta-dimensions, each with four sub-dimensions, for a total of 24 sub-dimensions defining your Marketing Strategy. One of these sub-dimensions is JOB TO BE DONE (JTBD), which falls under the CUSTOMER meta-category

Introduction

"Job to be Done" is the inaugural concept in the Marketing Canvas, positioned under the Customer category. It serves as a litmus test to gauge your understanding of the people who buy, use, or may potentially purchase your products and services. Originating from the realms of Innovation and Entrepreneurship, this concept was first broached by Theodore Levitt in his ground-breaking article, "Marketing Myopia". He famously asserted, "People don't want a quarter-inch drill, they want a quarter-inch hole" (HBR, 1960).

Marketing Canvas by Laurent Bouty - Job To Be Done

What is Job To Be Done?

When devising your commercial strategy, it's paramount to understand the problems your customers are trying to solve or what they aim to achieve. This is where "Job-to-be-done" (JTBD) comes into play. Simply put, JTBD is the ultimate objective that inspires customers to buy products, services, or solutions.

The JTBD framework functions as a lens through which you can scrutinize the circumstances or problems that trigger customers to make purchase decisions. Customers are seldom swayed by what an "average" customer might do. Instead, they are more likely to buy products or services that can address a specific problem they are facing. Knowing the "job" that your customers are "hiring" a product or service for enables you to design and market products that precisely meet their needs.

A crucial aspect to remember is that JTBD is not an activity or a task (like listening to music). Rather, it encapsulates the broader purpose for which customers use a product or service.

Job To Be Done

JTBD: An In-Depth Perspective

Imagine a consumer progressing through life as they know it. Then, an opportunity for self-betterment presents itself, a chance to grow. If they find a product that helps them seize this opportunity, they can evolve into a better version of themselves. As Alan Klement puts it, "A Job To Be Done is the process a consumer goes through whenever she aims to transform her existing life-situation into a preferred one."

Thus, JTBD is about comprehending our inherent desire to evolve. This motivation changes slowly, and consequently, Jobs change slowly. However, products constantly evolve due to technological advancements that facilitate better solutions for our Jobs. Therefore, the focus should be on the JTBD and not the product itself or what the product does.

Tony Ulwick, who developed the JTBD concept, lays down nine key principles that govern the JTBD:

1. People buy products and services to get a “job” done.

2. Jobs have functional, emotional, and social aspects.

3. A Job-to-be-Done is consistent over time.

4. A Job-to-be-Done is independent of any particular solution.

5. Making the “job”, rather than the product or the customer, the unit of analysis leads to success.

6. Understanding the customer’s “job” makes marketing more effective and innovation more predictable.

7. People want products and services that help them get a job done better and/or more cheaply.

8. People prefer products and services that enable them to get the entire job done on a single platform.

9. Tying customer needs to the job-to-be-done makes innovation predictable.

A consumer goes along his life as he’s come to know it. Then things change. He is presented with an opportunity for self-betterment — that is, make changes so he can grow. When or if he finds a product that helps him realize that growth opportunity, he can evolve to that better version of himself he had imagined.

“A Job To Be Done is the process a consumer goes through whenever she aims to transform her existing life-situation into a preferred one.”

— JBTD - Alan Klement

Translating JTBD into Action

You must focus not on the product or solution you sell but on the job your customer has hired it for. The product or service they are using today might be satisfactory, but other alternatives could provide a better solution to their job tomorrow.

By observing your (potential) customer, strive to understand the problem they are trying to solve with the product (yours or an alternative). The more critical the job is to the customer, the more value you could potentially add with your solution.

The "Jobs-As-Progress" concept can

help answer several questions such as:

1. What triggers someone to buy a product for the first time?

2. How do consumers use markets to adapt in a changing world?

3. How do consumers shop and switch between products?

Understanding the 'why' behind their behavior can lead to innovative and unique solutions to their problems.

Tool(s) for JTBD

When mapping the key elements of JTBD, it's useful to separate functional outcomes and aspirations. Functional outcomes are tangible and measurable deliverables of a product or service, whereas aspirations carry significant personal value. For example, consider selling drinkable water. Evian promotes life-changing aspirations (live young) as part of their JTBD solution. So, the customer isn't drinking water just because they're thirsty, but because they want to stay young, with quenching thirst being a functional outcome.

In JTBD, we identify:

• Unmet Goals: Future experiences a consumer desires but cannot currently attain. These could be functional, emotional personal, or emotional social.

• Constraints: Factors that prevent consumers from progressing towards their unmet goals.

• Catalysts: Events that create or affect an unmet goal, constraint, or choice set.

Harvard Business School professor Clayton Christensen encapsulates it well, “Jobs aren’t just about function—they have powerful social and emotional dimensions."

Clayton Christensen, professor at Harvard Business School talks about the job to be done.

“When you start to understand the why, your mind is then open to think of creative and original ways to solve the problem.”

— JTBD - Alan Klement

Marketing Canvas - Job To Be Done

“Jobs aren’t just about function—they have powerful social and emotional dimensions.”

— HBR

Statements for Self-Assessment

For a comprehensive evaluation of your understanding and application of the "Job to be Done" concept, rate your agreement with the following statements on a scale from -3 (completely disagree) to +3 (completely agree):

1. You have clearly identified functional unmet goals and feel confident in addressing them.

2. You have clearly identified emotional personal unmet goals and feel confident in addressing them.

3. You have clearly identified emotional social unmet goals and feel confident in addressing them.

4. Your Job To Be Done is compatible with the concept of sustainability. (!!NEW!!)

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Marketing Canvas Method - Assessment - JTBD

Interpretation of the scores:

• Negative ccores (-1 to -3): These scores indicate that you disagree or strongly disagree with the statement, meaning you lack confidence in your understanding of the given dimension (whether functional, emotional, or sustainability-related). This suggests a significant gap in comprehending your customers' JTBD, potentially leading to missed opportunities for better alignment with their needs and expectations. A thorough reassessment is necessary to improve your understanding of these dimensions and adjust your strategies accordingly.

• Score of zero (0): A neutral score suggests that you are uncertain or only partially aware of your customers’ unmet goals in the specified area. While you may have a surface-level understanding, it lacks depth or clarity. This indicates a need for further research and analysis to enhance your understanding of how your customers' JTBD is evolving.

• Positive scores (+1 to +3): Positive scores indicate that you agree or strongly agree with the statement, meaning you have a clear and confident understanding of your customers' functional, emotional, or sustainability-related unmet goals. Higher scores demonstrate a well-developed knowledge, enabling you to tailor your products and marketing strategies effectively to resonate with your customers' JTBD.

The Green Clean use case

Imagine an eco-friendly cleaning company, Green Clean. The JTBD for Green Clean's customers extends beyond "getting a clean house." It might also include emotional and social goals, such as "maintaining a safe and healthy home environment," "reducing their carbon footprint," or "setting a positive example for their children about environmental responsibility." Understanding these broader jobs helps Green Clean more effectively align its services and marketing strategies with their customers' needs.

• Misaligned understanding (-3, -2, -1): A negative score reflects disagreement with the statement that Green Clean understands how sustainability fits into their customers' JTBD. If Green Clean focuses solely on the functional aspect of cleaning and fails to recognize the importance of environmental concerns, it shows a significant disconnect from the broader aspirations of its customers. This lack of understanding limits their ability to connect with eco-conscious consumers and may lead to missed opportunities in marketing and service development.

• Surface understanding (0): A neutral score indicates uncertainty or a limited grasp of how sustainability factors into their customers’ JTBD. Green Clean may recognize that some customers care about sustainability but does not fully understand how central this is to their decision-making. For example, the company might be aware that environmental responsibility is part of their customers' goals but fails to grasp the emotional and social significance of this aspect. As a result, their understanding of how deeply customers prioritize sustainability remains superficial, causing them to miss out on fully resonating with their audience’s aspirations.

• Deep understanding (+1, +2, +3): A positive score indicates agreement with the statement that Green Clean has a clear and deep understanding of the sustainability-driven goals in their customers' JTBD. Green Clean recognizes that sustainability is not just a peripheral concern but a core driver of their customers' decisions. The company understands that their customers seek to make environmentally responsible choices that align with broader personal values, such as reducing waste and contributing to a greener future. This deep understanding allows Green Clean to align their business with the emotional and social drivers behind their customers' JTBD, fostering loyalty and trust.

Sources

1. The Christensen Institute

2. Strategyn

3. The innovators Toolkit

4. JBTD - Alan Klement (www.alanklement.com)

5. The Fundamentals of Jobs-to-be-Done Theory (customerthink)

6. Know the Two — Very — Different Interpretations of Jobs to be Done 

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