The 24 dimensions

Six meta-categories, four dimensions each

Each dimension is a statement about your goal. The posture your situation calls for picks the 8 to 10 that decide it, and gives each one a role.

100Customers

This dimension signals a shift from traditional product-centric marketing (part of the 4P model) to a more human, or customer-centric approach. It aligns with the principles of user-centered design propagated by Alan Cooper.

110

Job To Be Done

Reflecting the principles of Clayton M. Christensen's Jobs to Be Done theory, this assesses the problem your product or service solves for the customer.

120

Aspirations

This measures the alignment of your product or service with the customer's personal goals and dreams.

130

Pains & Gains

This echoes Alexander Osterwalder's Value Proposition Canvas, focusing on the customer's struggles and how your product alleviates them, or the benefits they gain from using your product.

140

Engagement

This measures the level of interaction between your brand and its audience, highlighting the importance of creating strong customer relationships.

200Brand

This dimension underscores the importance of brand in marketing, a concept not explicitly covered by the 4P model.

210

Purpose

This reflects Simon Sinek's "Start With Why" theory, focusing on your brand's mission or reason for being.

220

Positioning

This relates to how your brand differentiates itself from competitors, an idea expanded on by thought leaders like Jack Trout and Al Ries.

230

Values

These are the principles that guide your brand's actions, forming part of your brand's unique personality.

240

Visual Identity

This encompasses the visual and verbal elements that represent your brand, a concept emphasized by marketing guru David Aaker.

300Value Proposition

Borrowed from Alexander Osterwalder's Business Model Canvas, this dimension defines why customers should choose your product over others.

310

Features

These are the functional aspects of your product that address the job to be done.

320

Emotions

This recognizes that emotion is a significant driver of purchasing decisions, a concept championed by scholars like Gerald Zaltman.

330

Pricing

This aligns with the 'Price' in the traditional 4P model, but considers pricing relative to value offered and competition.

340

Proof

These are validations of your value proposition, like testimonials, case studies, or ratings and reviews.

400Journey

This dimension replaces the traditional 'Place' concept from the 4Ps and embraces the entirety of the customer's interaction with your brand. It echoes the concept of 'Customer Journey Maps' prevalent in UX design.

410

Moments

These are the significant touchpoints a customer has with your brand.

420

Experience

This reflects the overall impression that customers get from interacting with your brand, a key concept in the field of Customer Experience (CX) management.

430

Channels

This expands the 'Place' concept of the 4Ps, considering all mediums of customer engagement.

440

Magic

These are the memorable, delightful moments that surprise and exceed customer expectations, often referred to as 'delight factors' in experiential marketing.

500Conversation

This dimension replaces traditional 'Promotion' strategies with a focus on meaningful dialogues with customers, aligning with the paradigm shift towards 'Conversational Marketing'.

510

Listening

This echoes the importance of customer feedback, an idea advocated by thought leaders like Jay Baer. It's about understanding and responding to customer needs and concerns.

520

Content & Stories

This underscores the shift from traditional advertising to storytelling, an idea championed by Seth Godin and other marketing leaders. It's about the narratives your brand shares to engage and resonate with your audience.

530

Media Strategy

This expands upon 'Promotion' in the 4P model, considering all platforms or channels used to deliver your content and engage with your audience.

540

Influencers

This reflects the recent rise of influencer marketing as a key promotional strategy, recognizing people who can promote your brand to their audience.

600Metrics

This dimension connects your marketing strategy with your performance indicators. It's about monitoring the success of your marketing activities and ensuring alignment with business objectives.

610

User Acquisition

This metric, often emphasized in digital marketing and growth hacking strategies, refers to the rate and cost at which new users are acquired.

620

ARPU

This metric, common in subscription-based businesses, represents the average revenue generated per user during a specific period.

630

User Lifetime

This metric measures how long customers stay (1/churn), and the cost of keeping them. It is the duration component of "Customer Lifetime Value" (CLV), a concept advocated by marketing scholars like Philip Kotler.

640

Budget

This connects with the financial aspect of marketing strategies, focusing on the total money allocated for marketing activities. It's about financial efficiency, monitoring the return on investment (ROI) of your marketing efforts.

In Step 3, each of the 8 to 10 dimensions is scored against the goal set in Step 2. See Step 3.