If you want to design the marketing strategy for your business, you should first start to analyse where you will play. What does it mean? It means that your product/service will be associated by consumers/buyers with other alternatives they have on the market (maybe no alternative exists which means that you creating a new category also referred as a blue ocean).
When working on the Customers part of the Marketing Canvas, you are trying to identify relevant and actionable triggers (you can also call it insights) that you will try to leverage through the other dimensions of the canvas. We have 4 dimensions you can play with for identifying these triggers (JTBD, ASPIRATIONS, PAINS & GAINS, ENGAGEMENT).
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.
