Find out exactly where your marketing is broken.
9 strategic archetypes. Only the 8 to 10 dimensions that decide your goal. About 8 minutes. The assessment reads your situation, sets the posture it calls for, scores the dimensions that matter for that posture against your own revenue goal, and tells you what to fix first, in the order the method fixes it.
A diagnostic, not a quiz.
Most marketing audits tell you everything is important. This one doesn't. It reads your situation (market phase, how your market competes, outside disruption, your revenue lever and goal) and sets the posture it calls for. Of the canvas's 24 dimensions, it then asks only the 8 to 10 that decide your goal under that posture, and surfaces the ones blocking your progress most. You'll get:
- The posture your situation calls for: one of nine archetypes, with the reason it applies
- Your Vital 8 and Growth Drivers: the dimensions that decide your goal under this posture, scored against their targets, for your goal
- Gap analysis: Critical, Alignment and Optimization gaps, in the order the method fixes them
- Fatal Brakes flagged: a Fatal Brake at or below zero blocks the goal until it is fixed
Six answers set your context
They decide which of the 9 postures applies, and which 8 to 10 of the canvas's 24 dimensions decide your goal.
One statement per dimension
Your posture sets the dimensions that decide your goal: its Vital 8 and two Growth Drivers. A Growth Driver that is also a Vital 8 dimension is asked once. Score what you actually see, not what you hope for.
24 dimensions. Your posture picks the 8 to 10 that decide your goal.
The Marketing Canvas describes any marketing strategy with 24 dimensions, in six groups. You do not score them all here: only 8 to 10 really decide your goal, and the posture your situation calls for names them: the Vital 8 (two Fatal Brakes, two Primary Accelerators, two Secondary Brakes, two Secondary Accelerators) and two Growth Drivers. A Growth Driver may also be a Vital 8 dimension, so you answer 8 to 10 statements.
Each has a target score. A Fatal Brake at or below zero blocks your goal: it is fixed first.
- → Fatal Brakes — If negative, you cannot achieve your goal. Target +2
- → Primary Accelerators — Your main engines for achieving the goal. Target +2
- → Secondary Brakes — Supporting friction points that slow progress. Target +1
- → Secondary Accelerators — Turbo boosters that amplify your primary engines. Target +1
- → Growth Drivers — Secondary growth dimensions for the next phase. Recommended +1
Nine postures. Your situation calls for one.
The assessment reads your market phase (M3), what customers buy (M4), outside disruption (M10) and your revenue lever. Same inputs, same posture, every time. Each posture names its Vital 8 and two Growth Drivers: the dimensions you then score. An archetype is a posture for this offer, in this market, now; it is not a label for your company.
The Quick Assessment
is a starting point.
It sets the posture your situation calls for and shows the gaps that block your goal. The full method goes further: your lead segment and the whole market context (M1 to M10), a revenue goal you can calculate, scores backed by evidence, the cause behind each gap, initiatives sized to the budget and team you really have, and a roadmap in three cycles — FIX, ALIGN, SCALE. It ends with your strategy on one page.
If you want to run the full method with your team — in a workshop, an executive session or a consulting engagement — that's what I do. Prefer to start on your own? Get the book.