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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Nagle's 9 Pricing Sensitivity Drivers — And What Each One Means for Your Marketing Strategy
Most companies treat price sensitivity as a finance problem. It isn't. Each of Nagle's 9 drivers maps directly to a strategic dimension you can score, monitor, and improve. Here's the full breakdown.
Marketing Canvas - Job To Be Done
Customers don't buy products — they hire them to make progress. Dimension 110 of the Marketing Canvas explains how to define the job at all three layers (functional, emotional personal, emotional social), why it is a Fatal Brake for Category Creators, and the single diagnostic sentence that exposes whether your team actually knows it.
We are entering in a new world, Are you ready?
Some inspirations for helping you to understand that the world of tomorrow will CERTAINLY NOT be like today. 3rd industrial revolution, 4th industrial revolution, industry 4.0, World in 2050
Everyone in Your Marketing Meeting Thinks Their Project Is a Must-Have. Here's How to Prove What Actually Is.
You have been in that meeting. Twelve initiatives, all marked "priority," and no agreement on what to actually do first. The MoSCoW method gives you better language for the conversation. The Marketing Canvas Method gives you the evidence to end it.
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.
Interview by Scott King
In this episode, Laurent and Scott talk about overcoming marketing complexities and the risks involved in growth marketing. We touch on influencer marketing, artificial intelligence and questions his students ask him about marketing evolution.
AI is Changing Marketing
Excellent article from Andrew Stephen on Forbes about Artificial Intelligence and how it is changing Marketing. 4 main highlights (extracted from the article I invite you to read)
Marketing Canvas 2.1 (New version)
The Marketing Canvas is evolving. We have changed 2 main dimensions as it reflects more the Marketing reality.
Listening in the Marketing Canvas
Listening is the first and certainly the most important component of the Conversation in the Marketing Canvas. Before talking, you should first systematically listen to your customers and prospects? Are you doing it? Actively?
Marketers, How Technology Enhances Creativity?
Technology does not quell creativity, in fact, there’s a great deal of evidence that suggests that technology enhances creativity. Certainly, we are expected to be more creative in our working lives than a generation ago. The truth is that by expanding possibilities and automating part of the creative process, we can all be more creative and productive.
Marketing Strategy in Context
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).
How to get real insights for your Marketing Strategy?
Collection of videos talking about insights.
What is Revenues in the Marketing Canvas?
In the Marketing Canvas, we have the REVENUES dimension. Usually, I recommend to start from there because it is the global constraint of the Marketing Strategy exercise. This is what you will have to deliver!
The Top 20 Modern Marketing Challenges Identified In 2016
From a discussion with 100 top CMO in 2016, Constellation Research based in Silicon Valley defined in 2016 the top 20 modern marketing challenges (not in order of importance). Do you agree? Do you have the same challenges? I would be interested in to know ho you are dealing with these challenges?
Your Company Is Measuring Customer Experience at the Wrong Moment
Most companies measure customer experience at exactly the wrong moment — the purchase. But your customer exists before and after that moment, and the gap between what they experience and what they actually need is where engagement breaks. Here is how to close it with three questions.
Why you should be a Smart Creative Marketer?
In this new era where everything is accelerated by technological changes, Marketers are also deeply impacted. They can't stand still. They definitely have to reconsidered their job, their approach and finally their profession, Now. What should they do? How should they do that? While there is not one answer to this question, I use the label Smart Creative Marketers for defining what a future Marketer is! But what does it really mean, let me tell you.