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.
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6 printable A4 scoring grids for running the MCM assessment with your team — no screen required.
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Marketing Canvas - Step 2 - Set Your Goals
In the Marketing Canvas Process, after having finalised your assessment, you should discuss potential scenarios that will help you achieve your goal(s). An interesting perspective for this phase is to use the scenarios proposed by Tiffani Boffa in her book Growth IQ.
Marketing Canvas - Budget
Budget is the 24th Marketing Canvas dimension — scoring not how much you spend, but how deliberately. Learn the four properties, the 3-Cycle allocation logic, and the 90/10 innovation reserve principle.
Marketing Canvas - User Lifetime
Lifetime measures how long customers stay — scored as 1/churn rate. Learn the four properties, the CRC/CAC benchmark, and why a leaky bucket makes every other marketing investment less efficient.
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 - User Acquisition
Acquisition scores four metrics — CAC, conversion rate, CLTV/CAC ratio, and time to conversion. Learn the canonical diagnostic range and why the ratio matters more than the absolute number.
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.
Marketing Canvas - Content and Stories
Stories is the content strategy dimension of the Marketing Canvas Method. Learn the five properties of effective brand storytelling — and why the most common failure is narcissism.
Marketing Canvas - Listening
Most companies listen reactively — processing complaints, running annual surveys, reading reviews when they arrive. The Marketing Canvas demands proactive listening. Dimension 510 explains the difference, why it is a Fatal Brake for Pivot Pioneers, and the most expensive sentence in marketing.
Marketing Canvas - Magic
Satisfaction keeps customers. Magic turns them into advocates. Dimension 440 of the Marketing Canvas scores four components — effortless, stress-free, sensory pleasure, and social pleasure — and explains why exceeding expectations on something the customer doesn't care about isn't magic, it's waste.
Marketing Canvas - Channels
Most companies have channels. Few have orchestrated channels. Dimension 430 of the Marketing Canvas scores the difference — and explains why a brand with three connected channels outperforms one with eight siloed ones.
Marketing Canvas - Experience
Experience is a Fatal Brake for three archetypes. In every case the mechanism is the same: experience failure is the proximate cause of churn. Dimension 420 of the Marketing Canvas scores consistency — not brilliance — and explains why "leaving nothing to chance" is a scored criterion, not an aspiration.
Marketing Canvas - Moments
Most companies over-invest in the "during" phase of the customer journey and under-invest in "before" and "after" — which is precisely where both acquisition and retention are won or lost. Dimension 410 of the Marketing Canvas explains how to map moments correctly, and why the most valuable output is the seams it reveals between departments.
Marketing Canvas - Proof
Every brand makes claims. Few build proof systems. Dimension 340 of the Marketing Canvas identifies four types of proof — demonstration, logical explanation, endorsement, and reputation — and explains why stacking all four is the only way to convert sceptical prospects into convinced ones.
Marketing Canvas - Pricing
Pricing errors run in both directions. Underpricing signals low quality and leaves margin on the table. Overpricing creates resentment no feature list can fix. Dimension 330 of the Marketing Canvas scores whether your pricing actively supports your positioning — or quietly contradicts it.
Marketing Canvas - Emotions
Features bring customers in. Emotions keep them and make them advocate. Dimension 320 of the Marketing Canvas distinguishes between the emotional job customers want to feel in their lives and the emotional benefit your product actually delivers — and explains why B2B brands skip this distinction at their peril.
Marketing Canvas - Features
Having twenty features means nothing if none of them is the definitive reason to buy. Dimension 310 of the Marketing Canvas scores features on three levels — core, differentiating, unique — and explains why it appears in seven of the nine strategic archetypes.
Marketing Canvas - Visual Identity
Visual identity is the only Brand dimension customers score before any interaction begins. The first impression formed from a colour, a typeface, or a photography style is a scoring event — rapid and largely subconscious. Dimension 240 of the Marketing Canvas applies four tests to determine whether what customers see matches what the brand stands for.
Marketing Canvas - Values
Most brands have values on a wall. Very few have values that change decisions. Dimension 230 of the Marketing Canvas scores the difference — and the acid test is a single question: can you name a decision made in the last year because of a stated value, even when a different decision would have been more profitable?
Marketing Canvas - Positioning
Demystify brand positioning with the Marketing Canvas methodology. Understand its significance, different types, and evaluation process. Enhance your brand's market presence with effective positioning strategies.