THE GENESIS AND EVOLUTION OF THE MARKETING CANVAS METHOD
In the fast-changing business world, being a marketer is perhaps the most exciting job. I am Laurent Bouty, and I confidently say this, even if I might be a little biased. But, it's clear that in this time of quick social, technological, and environmental changes, the job of a marketer is getting harder.
To deal with these challenges, I started a journey to make things simpler and more innovative. This journey led to the creation of the Marketing Canvas Method. Today, I want to take you on an exciting exploration of this process.
This method was born out of our increasingly complex business environment. The speed of change and growing complexity can make us feel both scared and excited. However, the good part of this evolution is the rise of new ways of working.
Design Thinking is one such innovative way. It has changed how we understand customer discovery, making it faster, more collaborative, and agile. This customer-focused way of thinking has greatly influenced business strategy, thanks to the groundbreaking work of Alex Osterwalder and his Business Model Canvas. The birth of the Marketing Canvas Method came from the blend of Design Thinking, faster execution through digital tools, and new technologies.
Using insights from thorough research, personal experience, valuable customer feedback, and new trends, I created the Marketing Canvas Method. It's a lively framework that gives business leaders a tool to closely examine, compare, and improve their marketing strategy. But how does it do this?
Imagine looking at your business from high above, allowing you to explore 24 different but connected areas. Each area has its unique color, either red or green. These colors act as visual guides, showing the brakes and accelerators in your business.
The red areas show the challenges or brakes that might slow you down, while the green areas indicate the accelerators - parts that drive growth and innovation. This two-color system creates a visual image that gives a clear and easy-to-understand view of your business.
But it's more than just a pretty picture. It's a practical tool, a kind of map that helps you spot areas of innovation and potential bottlenecks. It allows you to guide your business strategically and with foresight. What's more, the use of color-coded cards makes this method fun and engaging, turning it into more than just an analytical tool.
This game-like approach makes the process not just a strategic exercise, but also a fun activity that encourages creative thinking and teamwork.
As a result, the Marketing Canvas Method doesn't just help you survive in the tough business world; it helps you to thrive. The detailed analysis it provides deepens your understanding of your business, helps to grow innovative strategies, and greatly increases your chances of success.
Now, imagine this: What if you could gain this understanding and insight? What if you could use the power of the Marketing Canvas Method for your business? As you explore this method further, you'll see its potential to change your business, and discover new possibilities for growth. This isn't just a theoretical exercise; it's the beginning of a new era in strategic marketing. So, are you ready to step into this exciting new world?
