A message from the creator
Most people think strategy
is complicated.
It's not. You just need
the right metaphor.
After years teaching strategy to executives and students across industries, I found the same wall every time: the moment you say "value chain", "competitive advantage", or "Jobs to be Done", eyes glaze over.
But everyone understands the difference between a cook and a chef. Everyone knows what makes a restaurant worth returning to. And everyone can feel the difference between a forgettable dish and a signature one.
Strategy is not an academic exercise. It is a theory of how your business creates, delivers, and captures value — under uncertainty, competition, and constant change. This canvas makes that concrete, visual, and actionable for anyone building or running a business.
"The hardest part of building a strategy is not the analysis. It is the honesty — to acknowledge what you are actually good at, who you are really serving, and what tradeoffs you are willing to make. This canvas forces that conversation."
F
Felipe Afanador Cortés
Founder & Principal Consultant · AFCO Consulting & Associates