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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M3 × M4: How Two Data Points Determine Your Entire Marketing Strategy
Two data points — M3 (Growth Curve) and M4 (Economic Value) — determine which of 9 strategic archetypes fits your situation. Here is how to score them and what to do with the result.
Why Sustainability should be at the heart of every Marketing Strategy?
In today’s business landscape, sustainability is no longer optional—it’s essential. Companies like Patagonia and Unilever have embedded sustainability into their core strategies, responding to consumer demand for ethical practices and building lasting loyalty. By using frameworks like the Marketing Canvas, brands can seamlessly integrate sustainability into every aspect of their marketing strategies, balancing profit with environmental stewardship.
Podcast on the Marketing Canvas Method (generated by NotebookLM)
A podcast generated by NotebookLM on the Marketing Canvas Method, based on the content of this website. I have to admit, I was pleasantly surprised by the quality of the result. It closely aligns with what I aim to propose with this method.
Beyond the 4Ps: The Marketing Canvas Approach and the Power of Understanding Customer Aspirations
The 4Ps gave marketing a language. The Marketing Canvas Method gives it a complete operating system. Here's exactly what changed — and what you should do about it.
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.
Marketing Canvas - Step 1 - Market Assessment
Explore the intricacies of the Marketing Canvas method through an in-depth guide, enhanced with a case study from the eco-friendly cleaning products industry. Ideal for marketers and entrepreneurs seeking to build a robust marketing strategy.
Marketing Canvas - Define your financial hypothesis
When working with the Marketing Canvas, It is important to formulate your financial goal(s) as an hypothesis (Step 2). The assessment that will be done afterwards (Step 3) is measuring your ability to reach this goal without changing your current strategy. It is therefore highly important that you clarify your hypotheses
Attention Economy
Attention Economy is an important concept that you should understand and integrate in your strategy. Are you ready?
Marketing Canvas and Customers
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).
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.