24
Marketing Canvas Method

Find out exactly
where your marketing
is broken.

24 dimensions. 9 strategic archetypes. Under 12 minutes. The Quick Assessment scores your marketing machine and tells you which two or three things to fix first — based on your specific market context, not a generic checklist.

Start the assessment →
~12 minutes · No sign-up required
24
Dimensions scored
across 6 categories
9
Strategic archetypes
detected automatically
100+
Teams facilitated
across Europe
What the tool does

A diagnostic, not a quiz.

Most marketing audits tell you everything is important. This one doesn't. It maps your 24 dimension scores against your specific strategic context — market phase, competitive model, revenue goal — and surfaces the two or three dimensions that are blocking your progress most.

That's what the Vital 8 is. Not a generic priority list. A ranked set of dimensions that are mathematically most critical for your specific archetype, with target scores and gap analysis.

  • → Your Strategic Archetype — the one of nine that matches your market context and revenue goal
  • → Your Vital 8 — the eight dimensions most critical for your archetype, with target scores
  • → Gap analysis — where your scores fall short of archetype targets
  • → All 24 scores — every dimension visible, colour-coded by health
  • → Strategic Mismatch flag — if your context combination is structurally contradictory before you start
The 24 dimensions
100 Customers 4 dims
110Job To Be Done
120Aspirations
130Pains & Gains
140Engagement
200 Brand 4 dims
210Purpose
220Positioning
230Values
240Visual Identity
300 Value Proposition 4 dims
310Features
320Emotions
330Pricing
340Proof
400 Journey 4 dims
410Moments
420Experience
430Channels
440Magic
500 Conversation 4 dims
510Listening
520Content & Stories
530Media Strategy
540Influencers
600 Metrics 4 dims
610Acquisition
620ARPU
630User Lifetime
640Budget
3
steps.
Each feeding
the next
01
Your strategic context
Three questions: where is your market (M3 growth curve), how does it compete (M4 economic value), and what is your primary revenue goal this year. Your answers determine which of the 9 Strategic Archetypes applies — and which dimensions matter most for your situation.
02
Score 24 dimensions
One statement per dimension on a forced-choice scale from −3 to +3. No neutral option. The MCM uses a forced-choice design because every dimension is either helping or hurting your goal — and "I'm not sure" is not a strategy. If you're unsure, lean negative. That's the honest answer.
03
Your Vital 8 + archetype diagnosis
The tool returns your Strategic Archetype, your Vital 8 scored against archetype targets, gap analysis showing where you fall short, and all 24 dimension scores. Fatal brakes are flagged explicitly — these are the dimensions where a negative score blocks all other progress regardless of what else you fix.
Quick Assessment

Start here.

Answer honestly. The forced-choice scale is intentional — it makes the diagnosis accurate. Score what you actually observe, not what you aspire to.

Marketing Canvas Method — Quick Assessment

How strong is your marketing machine?

24 dimensions · Strategic archetype detection · Under 12 minutes.

Before you start

Answer one statement per dimension on a 6-point scale (−3 to +3, no neutral). Then answer 3 context questions so the tool can identify your Strategic Archetype and tell you which dimensions are most critical.

⚠ No zero allowed. The MCM uses a forced-choice scale. Every dimension is either helping (+) or hurting (−) your goal. If you are unsure, lean negative — that is the honest answer.

Which archetype are you?

Determined by M3 + M4 + Goal
A1 Disruptive Newcomer Enter and displace incumbents through technical superiority Introduction/Growth · Products · Acquisition
A2 Efficiency Machine Win on cost, scale, and operational discipline Growth/Maturity/Decline · Commodity · Any
A3 Brand Evangelist Build tribal loyalty through belief and community Maturity · Experience · Retention/Stimulation
A4 Stagnant Leader Defend and reignite an installed base Growth/Maturity · Services · Retention
A5 Pivot Pioneer Transform the business model before the market does it for you Decline · Experience · Retention
A6 Value Harvester Extract maximum return from a mature position Maturity/Decline · Commodity · Stimulation
A7 Scale-Up Guardian Fix the leaky bucket during rapid growth Growth · Experience · Retention
A8 Niche Expert Own the specialist position and command premium pricing Growth/Maturity · Products · Retention/Stimulation
A9 Category Creator Define and own a new category before competitors name it Introduction/Growth · Services/Experience · Acquisition

The assessment detects your archetype from three context inputs — market phase, competitive model, and revenue goal. Your Vital 8 is drawn from the archetype's logic, not from a generic priority list.

What comes next

The Quick Assessment
is a starting point.

It identifies your archetype and surfaces the critical gaps. The full MCM process adds a complete strategic context audit (M1–M10), an evidence-based Vital 8 deep-dive, and a sprint-by-sprint execution roadmap across three phases: FIX, ALIGN, SCALE.

If you want to run the full process with your team — whether in a workshop, an executive session, or a consulting engagement — that's what I do.

Book a workshop → Get the book Full framework ↗
"The most valuable output wasn't the archetype. It was the moment the team realized they had been scoring +2 on everything that felt familiar and −2 on everything that felt uncomfortable."
Laurent Bouty · Workshop debrief note