Free working resource
Marketing Strategy Canvas
A practical working framework for turning a business problem into a focused marketing strategy.
Questions worth answering before you spend more money on marketing.
1. Start with the commercial problem
What business outcome needs to change?
What is the current baseline, and what would materially better look like?
Is the constraint demand, conversion, activation, retention, monetisation, positioning or something else?
2. Define the customer worth solving for
Who is the highest-value customer or segment?
What situation makes the problem urgent enough to act?
What alternatives do they use today, including doing nothing?
3. Make the value proposition concrete
What outcome does the customer actually buy?
Why is your approach meaningfully different?
What evidence makes the claim believable?
4. Choose the growth bets
Which two or three levers have the strongest case for investment?
What needs to be true for each bet to work?
What would make you scale, change or stop it?
5. Build the measurement loop
What customer behaviour should change first?
Which metric connects that behaviour to commercial value?
How often will the team review evidence and change priorities?
Read it first. Send the framework to your inbox when you are ready to use it.
The page gives you the thinking. The formatted version is useful when you want to sit down with your team and work through it.
That is usually where I come in.
I work with founders, business owners and marketing teams on strategy, positioning, growth and go-to-market problems that need senior thinking and practical execution.
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