The Anatomy Of A Lean Communications Strategy Canvas
THE ANATOMY OF A LEAN COMMUNICATIONS STRATEGY CANVAS
Each Lean Communications Strategy Canvas has been designed to integrate the Lean Startup process and principles into a single visual tool that can be used to collect key strategic data, evaluate the likely risks and develop a testable hypothesis. The Canvas also allows controlled experiments to be designed and run in order to validate or disprove strategic assumptions in order to create a minimum viable strategy in any of the core communications disciplines.
The desired outcome for which you are building, testing and measuring a strategy. It should be specific, measurable and within the next 90 days.
Cells 1 – 4 detail the strategic assumptions on which a strategic hypothesis is based. Fill in as many of these cells as you can in order to identify the riskiest assumption for testing via experimentation.
HYPOTHESIS & RISKIEST ASSUMPTION
Cell#6 contains the strategic hypothesis for achieving the specified desired outcome. It is based on the information contained in the assumption matrix and will be validated or disproved via experiments.
Cell #7 contains the riskiest strategic assumption – the assumption that will cause the failure of the strategy first. It is what needs to be validated before anything else.
TESTING THE RISKIEST STRATEGIC ASSUMPTION
Once you’ve identified your riskiest strategic assumption you can validate or disprove it using experiments. The bottom half of the Canvas is an experiment bar that corresponds to the assumptions in cells 2 – 5.
Cells 7 – 10 provide a mechanism for testing assumptions, recording experiment outcomes and learning from the process.
Once strategic assumptions have been validated a clear strategy for achieving the desired outcome stated in cell #1.