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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Why Your Competitive Position Determines Which Revenue Lever to Pull
Your M8/M9 perceptual map position is not just context — it is a hard constraint on what your revenue strategy can actually do. Choosing the wrong lever from the wrong position destroys value instead of creating it.
M1 + M2: How to Define Your Market and Identify What Customers Are Actually Buying
The two most foundational parameters in Step 1 are also the two most commonly botched. Here's the canonical MCM approach to defining your market and identifying what customers are actually buying.
M6–M9: How to Map Your Competitive Position and Read the Perceptual Map
Four parameters. One output: a Perceptual Map that shows whether your price is justified by your benefits — and whether your competitors' prices are. Here's how to build it.
M10: How to Read the Tailwinds and Headwinds Shaping Your Market
Every market has forces you don't control. M10 is where you name them, classify them, and decide what they mean for your strategy. Here's how to do it right. (Podcast included)
Defining Your Goals: Turning Insights into Actionable Revenue Targets
Most revenue goals are either vague or mathematically inconsistent. The Marketing Canvas Method's Step 2 fixes both — with a precise equation, one primary lever, and the Archetype that follows from it.
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.