If you want to design the marketing strategy for your business, you should first start to analyse where you will play. What does it mean? It means that your product/service will be associated by consumers/buyers with other alternatives they have on the market (maybe no alternative exists which means that you creating a new category also referred as a blue ocean).
When working on the Customers part of the Marketing Canvas, you are trying to identify relevant and actionable triggers (you can also call it insights) that you will try to leverage through the other dimensions of the canvas. We have 4 dimensions you can play with for identifying these triggers (JTBD, ASPIRATIONS, PAINS & GAINS, ENGAGEMENT).
Today, differentiation comes through emotions and not functional features. Especially, if you look at it from the Experience Economy (from Gilmore and Pine) [1]. Do you know if you deliver the right emotional features? Can you leverage more the emotional dimensions in your value proposition for creating value? Answering yes means that you can create extra value through the emotional dimension of your value proposition
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Understanding 'ASPIRATIONS' is a crucial aspect of the Marketing Canvas approach. 'ASPIRATIONS' delve into customers' deeper dreams and ideal visions, aiding in effective brand positioning and stronger customer relationships. By aligning with customer aspirations, brands can foster a loyal customer base. Complementing 'Job To Be Done', understanding 'ASPIRATIONS' allows brands to offer solutions that help customers realize their utopian visions, contributing significantly to achieving business goals.
