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.
Attention Economy
Attention Economy is an important concept that you should understand and integrate in your strategy. Are you ready?
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 - 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.
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.