The method in your hands.
The book teaches you the method. The cards make it run. 24 dimension cards — one per dimension — built for Step 3 scoring in a real room with a real team.
In stock — ships within 3 business daysWhat the Cards Are
Each dimension has two cards:
Card 1 — Dimension card
Recto
110 · Customers
Job To Be Done
Is the knowledge of your customers' 'job to be done' helping you achieve your goals?
Verso
'Customer Jobs' is the idea that we buy and use things to improve ourselves, to make progress. 'Job to be Done' describes the "better me" of your customers. There are 3 potential jobs to be done: (1) functional job, (2) emotional job and (3) social job.
Card 2 — Accelerator & Brake card
Recto
Brake
My Job To Be Done is a Brake
No, I don't really understand the 'Job To Be Done' of my customers or I have not identified key triggers (emotional/functional) that could help me realising my goals.
Verso
Accelerator
My Job To Be Done is an Accelerator
Yes, I really understand the 'Job To Be Done' of my customers and I have identified key triggers (emotional/functional) that could help me realising my goals.
24×
Dimension Cards
24×
Acc & Brake Cards
6
Meta-Categories
90min
Typical Step 3 Run
All 24 dimensions, by meta-category.
The deck mirrors the canvas structure exactly. Six colour-coded groups. Four dimensions each. Every card numbered, named, and scoped.
100
Customers
110
Job To Be Done
Is the knowledge of your customers' 'job to be done' helping you achieve your goals?
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110 · verso
'Customer Jobs' is the idea that we buy and use things to improve ourselves, to make progress. 'Job to be Done' describes the "better me" of your customers. There are 3 potential jobs to be done: (1) functional job, (2) emotional job and (3) social job.
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120
Aspirations
Is the knowledge of your customers' aspirations helping you achieve your goals?
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120 · verso
Your customers are looking for brands to stand for something bigger than product benefits, they have aspirations! They want brands to embody an inspiring ethos, to bring a strong point of view, and take action to make a positive impact in the world.
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130
Pains & Gains
Is the knowledge of your customers' Pains & Gains helping you achieve your goals?
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130 · verso
When trying to solve their 'Job To Be Done', your customers have pains and potential gains if they solve it. If you want to design a great marketing strategy, you should understand the triggers of your customers' pains and gains.
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140
Engagement
Is the knowledge of your customers' Engagement helping you achieve your goals?
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140 · verso
Measuring the engagement of your customers is key as it will help you understand their overall sentiment. The more positively a customer feels, the more they will be enthusiastic to buy more and talk positively about it.
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200
Brand
210
Purpose
Is the Purpose of your Brand helping you achieve your goals?
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210 · verso
Purpose-led companies experience more successful expansion and transformation initiatives. And they launch products more effectively and secure greater customer loyalty. You should be crystal clear about why you exist.
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220
Positioning
Is the Positioning of your Brand helping you achieve your goals?
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220 · verso
It is important to define how to address your market. You can play different roles: leader (setting the standards), challenger (playing the leader game but challenging it) or game changer (redefining the game) — but ultimately you can only choose one.
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230
Values
Are the Values of your Brand helping you achieve your goals?
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230 · verso
Your brand values are the translation of your purpose into key behaviors. They align all customer activities through consistent behaviors and help your employees take decisions. Essential for great brand experiences.
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240
Visual Identity
Is the Visual Identity of your Brand helping you achieve your goals?
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240 · verso
Your visual identity is how you translate your purpose into visible elements. It is the collection of all brand elements that portray the right image of your brand — what makes you instantly recognizable to your customers.
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300
Value Proposition
310
Features
Are the Features of your Value Proposition helping you achieve your goals?
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310 · verso
Features or Functional benefits of your value proposition are also referred to as your USP. Good marketing strategies leverage market demands (functional job), maximise value potential (revenue) and stay consistent with brand purpose.
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320
Emotions
Are the Emotions of your Value Proposition helping you achieve your goals?
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320 · verso
Emotions or Emotional benefits of your value proposition are also referred to as your ESP. Good Marketing Strategies leverage market demands (social job, emotional job, aspirations), maximise value potential and stay consistent with brand purpose.
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330
Pricing
Is the Pricing of your Value Proposition helping you achieve your goals?
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330 · verso
Pricing is one of the most important aspects of your marketing strategy. Good pricing strategies are value-based (transformational), connected with the market demands and the brand (purpose, positioning).
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340
Proof
Is the Proof of your Value Proposition helping you achieve your goals?
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340 · verso
It is important to have a believable collection of the most persuasive reasons people should notice you and take action. If you don't prove your claims, people are unlikely to really believe them — and your value proposition becomes useless.
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400
Journey
410
Moments
Are the Moments of your customer journey helping you achieve your goals?
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410 · verso
Moments are the different steps a user goes through when trying to solve their problem. Using Mental Models, we can identify all key moments and formulate the best brand experience possible. The See-Think-Do-Care model helps structure this mapping.
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420
Experience
Is the Experience of your customer journey helping you achieve your goals?
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420 · verso
As a Brand, you need a clear and articulated answer at each moment. These answers should reflect customer identity, satisfy the objectives and meet expectations. Your Brand IS the experience you offer. These are your brilliant basics.
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430
Channels
Are the Channels of your customer journey helping you achieve your goals?
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430 · verso
At each moment, your customer can use different channels (physical or digital). As channel options multiply, you should have an answer for all potential channels and orchestrate them: this is what we call an omni-channel strategy.
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440
Magic
Is the Magic of your customer journey helping you achieve your goals?
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440 · verso
Providing an orchestrated experience with brilliant basics and an omni-channel approach is already a great achievement. Next step: transform some moments into Moments of Truth — wow or magic moments — that ultimately delight your customers.
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500
Conversation
510
Listening
Is the way you are currently Listening to your users helping you achieve your goals?
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510 · verso
How can you have great conversations with your users if you don't listen to their voices? Build a systematic method for monitoring and collecting customer feedback — Voice of the Customer (VoC). Collect feedback everywhere your customers are.
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520
Content & Stories
Are your Content & Stories helping you achieve your goals?
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520 · verso
Monologues are no longer working for engaging users with your brand. Content is the new currency and Storytelling is the process of using fact and narrative to communicate with your audience. Stories solidify abstract concepts and simplify complex messages.
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530
Media Strategy
Is the current Media Strategy helping you achieve your goals?
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530 · verso
You can send your content & stories through 4 channels: Paid (TV, newspapers), Owned (website, podcast), Shared (bloggers, influencers) and Earned (community pass-along sharing). Balancing all four is the POSE model.
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540
Influencers
Are your Influencers helping you achieve your goals?
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540 · verso
People are trusting People. Influencer marketing campaigns can help reach a more targeted audience, thus leading to more impactful results. The key test: are your influencers aligned and relevant with your ideal customer?
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600
Metrics
610
User Acquisition
Is your Acquisition of new users helping you achieve your goals?
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610 · verso
Getting new customers has a price (Customer Acquisition Cost) and takes time (Acquisition Rate). If cheap and easy it plays for you; if expensive and slow, it plays against you. These metrics are important to measure and pilot.
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620
ARPU
Is your ARPU helping you achieve your goals?
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620 · verso
ARPU stands for Average Revenue Per User — total revenue divided by number of active users in a given period. It helps you compare against competitors, segment your customer base and forecast. All else equal, higher ARPU means more profitable.
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630
User Lifetime
Is your User Lifetime helping you achieve your goals?
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630 · verso
Lifetime is the average number of years a customer stays with your brand. Estimate: 1 ÷ churn rate percentage. Lifetime shows how successful you are at satisfying existing customers — the truest long-term measure of product-market fit.
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640
Budget
Is your Marketing Budget helping you achieve your goals?
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640 · verso
To make things happen, you need a proper marketing budget. It should cover all paid media, external resources (research, consulting, goodies...) and technology subscriptions. Some benchmarks also count marketing employees in the budget.
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Order the deckOne deck.
Every workshop.
The cards are built to last. Premium card stock, clean print, colour-coded by meta-category so any team member can navigate the deck without reading a manual first.
Order one deck for your team, or multiple decks for a facilitated workshop where every participant works from their own set.
Ships within 3 business days
New to the Marketing Canvas Method? The cards work alongside the book. Read the method in Marketing Strategy, Programmed — then bring it to life in the room.