A Note Before We Begin: I’ve been watching Canva’s journey for years now, following Melanie Perkins’ content, tracking the company’s decisions, marvelling at what you’ve built. 240 million people are using your platform. A $26 billion valuation. The Two-Step Plan, committing billions to doing good. This is extraordinary work, and I have genuine respect for what you’re accomplishing.
This article isn’t written from a place of criticism. It’s written from fascination.
I’m interested in a specific question that most founders can’t answer about their own companies, not because they lack intelligence or insight, but because of a simple truth: you can’t read your own label. You’re inside the bottle. You experience your success from the center of it, which makes certain patterns invisible to you but obvious to someone looking from outside.
I’ve done my best to be accurate. I’ve studied your public statements, customer testimonials, strategic decisions, and market positioning. But I’m working from the outside, and I may have gotten details wrong. If so, that’s on me. My intention isn’t to misrepresent anything you’ve built. I’m trying to see the label you can’t read because you’re wearing it.
You have data I don’t have. Customer research. Internal metrics. Strategic context. Years of decisions and their outcomes. I acknowledge that fully. You know your business in ways I never could.
But here’s what I might see that you can’t: the concept you own in customers’ minds. Not what you think you sell. Not what your mission statement says. But what you actually mean to the 240 million people who use Canva.
This entire article exists to answer one question: What business are you in?
Not “What do you make?” (design tools)
Not “What do you do?” (democratize design)
But: What do you own in people’s minds? What does Canva mean?
The answer might surprise you. It surprised me when I saw it.
I’m sharing this because what you’ve built deserves to be understood at its deepest level, not just celebrated for its execution (which is exceptional), but recognized for the profound transformation it creates in people’s lives.
You’ve given millions of people something they didn’t know they needed. This is my attempt to name what that something actually is.
With respect and curiosity.
PS: The CEO Clarity Starter Kit uncovered all the insights you’ll read in this perspective.
Part 1: The Story They Tell
Melanie Perkins will tell you that Canva succeeded because they “democratized design.” She’ll walk you through the origin: teaching design students in 2007, watching them struggle with complicated software, realizing the world needed simpler tools.
The standard narrative goes like this:
Their claimed strategy: Make design accessible. Build intuitive, template-based tools. Offer them for free so anyone can create. Growth follows naturally.
The frameworks they credit:
- Freemium model (240M users, 90% free)
- Product-led growth (viral adoption, word-of-mouth)
- Template library as a moat (1M+ templates)
- Mission-driven culture (“empower the world to design”)
The metrics they track:
- Monthly active users (240M)
- Designs created (billions)
- Conversion rates (free to Pro)
- Enterprise penetration (Fortune 500)
- AI engagement (800M+ uses per month)
The tactical choices they highlight:
- Drag-and-drop simplicity
- Generous free tier
- AI integration (Magic Studio)
- Cross-platform reach
- Community education (Canva Design School)
Perkins says it plainly: “Our mission is to empower everyone in the world to design.”
Every interview, every keynote, every pitch — same language. Democratization. Accessibility. Empowerment. Making things easy.
Here’s the tell: They’re describing verbs (making things easier, lowering barriers, simplifying workflows), not the noun they own.
They think they’re selling accessible design tools.
That’s not what customers are buying.
Part 2: The Hidden Position
Strip away the features. Ignore the templates and AI. Ask a different question:
What happens inside someone when they start using Canva?
A marketing manager: “Before Canva, I had ideas but couldn’t express them. I’d brief designers and hope they got it. Now I just make it. I can show what I mean.”
A teacher: “My students don’t see themselves as creative. Then they create something in Canva, and suddenly, they’re designers. They have opinions about fonts.”
A nonprofit founder: “We couldn’t afford a designer. Canva didn’t just save money; it gave us the ability to look like we belong. To be taken seriously.”
Notice the pattern?
Not “it’s easier.”
Not “it’s cheaper.”
Not “it’s faster.”
“I can express myself now.”
That’s not a feature benefit. That’s identity transformation.
Canva doesn’t own “design” (too broad; Adobe, Apple, everyone claims it).
Canva doesn’t own “simplicity” (too generic; every startup claims this).
Canva doesn’t own “accessibility” (too functional; describes what they do, not what they mean).
Canva owns VOICE.
Specifically: everyone’s right and ability to express visually, regardless of training.
The Transformation Canva Creates
Before Canva:
“I can’t communicate visually. I need a designer. I’m not creative.”
After Canva:
“I can express what I envision. I have a creative voice.”
The shift isn’t from incompetent to competent.
It’s from silenced to voiced.
The Mental Territory Map
Let’s map the actual concepts owned in visual creation:
Adobe owns POWER
Professional creative arsenal. Unmatched depth. Industry standard. If you’re serious about design as craft, you need Adobe.
Figma owns COLLABORATION
Team design workflow. Real-time multiplayer. Developer handoff. If you’re building digital products, you need Figma.
Canva owns VOICE
Universal creative expression. Visual communication as a right, not a skill. If you have something to say, you need Canva.
These don’t compete. They’re different nouns.
Adobe: “We give professionals creative power”
Figma: “We enable teams to collaborate on design”
Canva: “We give everyone their creative voice”
A professional designer might use all three. Different jobs.
Why VOICE is the Actual Position
Test 1: Remove Canva’s name. Do customers still associate the concept exclusively with them?
Ask someone: “What tool gives non-designers a creative voice?”
They say Canva.
Ask: “Where can anyone express themselves visually?”
They say Canva.
The concept ownership is real.
Test 2: Can competitors claim “we also do that”?
Adobe tried. Adobe Express launched with simplified tools and AI. But when Adobe says “we make design accessible,” customers think: “Adobe is powerful. Canva is expressive.”
The mental territory is defended.
Test 3: Does it transcend product categories?
Canva started with social graphics. Now they do presentations, documents, videos, websites, and print. The through-line isn’t “design software.” It’s “wherever you need to express visually.”
That’s voice. That transcends categories.
Test 4: Is it identity-based for both the company and the customer?
For Canva: Their entire mission (“empower the world to design”) is about giving people voice. The Two-Step Plan (build valuable company + do most good) is about amplifying voices globally.
For customers: Using Canva means “I have a creative voice now.” It’s identity transformation, not tool adoption.
The position operates at the identity level.
The Competitive Reframe
When Canva owns VOICE, competitors face a problem.
They can’t say “we also give everyone a voice” if their tools require expertise. The barrier contradicts the claim.
Adobe can’t own voice while charging $60/month for Photoshop. The paywall contradicts universal voice.
Microsoft can’t own voice while bundling Designer with enterprise Office. The distribution contradicts democratization.
Canva created a perceptual monopoly. Anyone else claiming to give people creative voice has to acknowledge Canva did it first. They’re relegated to “voice too” or “better voice,” inherently weaker positions.
Understanding the 4-Level Positioning Framework
Before we analyze where Canva actually operates, here’s a quick primer on the framework:
Most companies confuse what they say (framing) with what they own (position). They perfect their messaging while owning nothing in customers’ minds. The 4-Level Framework reveals this gap.
Level 4: OWNING IT (Being It Perceptually)
The concept that becomes synonymous with you in customers’ minds. This is the noun you own. The mental territory competitors can’t claim. Takes 5-10 years to establish. Nearly impossible to copy. Example: Volvo = safety.
Level 1: CLAIMING IT (Saying It)
How you articulate your positioning through framing and messaging. Takes 3-6 months. Easy to copy (just words). Example: “We’re the safest car company.”
Level 2: PROVING IT (Doing It)
Measurable outcomes that validate your position. What changes, by how much, verified how. Takes 90-day cycles. Medium difficulty to copy. Example: Fewest injuries per collision.
Level 3: LIVING IT (Being It Organizationally)
Embedding the position into organizational DNA through resource allocation, processes, and structure. Takes 12-24 months. Hard to copy (expensive and complex). Example: Chief Safety Officer with veto power.
The insight: Most companies operate at Level 1 (claiming) while thinking they’re at Level 4 (owning). They have beautiful articulation without actual concept ownership.
Part 3: The Level They’re Actually Operating At
Most companies think they’re at Level 4 (Owning) when they’re actually at Level 1 (Claiming). They perfect their articulation and wonder why competitors still steal share.
Canva is the opposite, which reveals something profound.
They’re at Level 4 (Owning VOICE) but articulate it as Level 1 (claiming “democratization”).
Level 4 Assessment: Owning It (Being It Perceptually)
Do they own VOICE in customer minds?
Yes. Completely.
The test: Remove Canva’s name from this sentence: “_____ gives non-designers their creative voice.” Customers fill in “Canva” automatically. The concept is synonymous with the company.
Can competitors claim to be “voice too”?
They try. But when Adobe launches Express or Microsoft launches Designer, customers think: “They’re trying to be like Canva.” That’s proof Canva owns the concept. Others are measured against Canva’s position.
How long have they owned it?
Since around 2016-2017. Took 3-4 years after launch (2013) to establish, another 4-5 years to solidify. Now it’s nearly impossible to dislodge.
Barrier to copy:
Nearly impossible. You can’t claim to give everyone a voice while charging $60/month or requiring professional training. The business model contradicts the position.
Canva’s Level 4 strength: 10/10
They actually own VOICE. Rare among tech companies.
Level 1 Assessment: Claiming It (Saying It)
How clear is their articulation?
Here’s where it gets messy.
Canva says: “Empower the world to design”
That’s Level 1 framing. It’s about action (design), not concept (voice).
Canva says: “Democratizing design”
Still Level 1. It’s about process (democratizing), not territory (voice).
Canva says: “Visual communication platform for everyone”
Closer. However, they still describe what they do, not what they own.
They’ve never said: “We give everyone their creative voice.”
The gap:
They own VOICE at Level 4 but frame it as ACCESSIBILITY at Level 1.
This creates confusion. When Canva talks about their position, they use verbs (empower, democratize, enable) instead of nouns (voice, expression).
Does their framing stem from owned concepts or just describe products?
Mostly product description. “Drag-and-drop editor,” “template library,” and “AI-powered tools” describe execution, not position.
The closest they get: “Empower the world to design,” which hints at voice but doesn’t name it.
Canva’s Level 1 strength: 5/10
Functional but not crystallized. They know what they own, they just don’t say it directly.
A Critical Distinction: Explicit vs. Implicit Positioning
Here’s where it gets interesting. The strongest positions are never explicitly claimed. They’re implicitly proven.
Volvo doesn’t say “We’re the safest car.” They just make every decision prove safety. Tesla doesn’t claim “We’re the future.” Their product choices signal it. Patagonia doesn’t advertise “We’re activists.” Their profit donations prove it.
Explicit positioning activates defence mechanisms. When you claim something directly, customers become skeptical. They evaluate whether you’re telling the truth. You trigger what psychologists call “Persuasion Knowledge,” the awareness that someone is trying to influence you.
Implicit positioning bypasses defences. When you consistently act in ways that prove a concept, customers infer it themselves. Self-generated conclusions are far more powerful than stated claims.
So Canva’s weak Level 1 articulation might actually be partially strategic; they’re not explicitly claiming VOICE, which keeps customer defences down. Every time someone creates something in Canva, they experience voice reclamation without being told that’s what’s happening.
However, here’s the problem: You need sufficient internal clarity to guide your decisions.
If leadership doesn’t explicitly name what they own (even internally), teams can’t use it as a filter. Product decisions become debates about features instead of evaluations of “does this amplify voice?”
The fix isn’t to plaster “VOICE” all over marketing. It’s to name it clearly internally so every decision reinforces it implicitly for customers.
Level 2 Assessment: Proving It (Doing It)
Can they specify what changes, by how much, verified how?
Yes. Overwhelmingly.
What changes: People who couldn’t create visual content now can.
By how much: 240M monthly active users. Billions of designs created. 95% of Fortune 500 companies use it. Average savings: $4,200 annually vs. outsourcing design.
Verified how: User testimonials. Enterprise adoption. Design output volume. Replacement of legacy tools.
Do they have measurable outcomes with baselines and timeframes?
Yes:
- “I can finish my work in half the time it would take using PowerPoint”
- “Students who said ‘I’m not creative’ now produce professional graphics”
- “Saves 8 hours per project on average” (with AI features)
Is the execution proof strong enough to validate their framing?
Absolutely. The proof is overwhelming. 240M users don’t lie. When a tool goes from 0 to 240M in 12 years, the proof is in the adoption. However, what’s interesting is that the proof validates VOICE, not just “easy design.”
The testimonials don’t say “Canva is easy.” They say, “Canva lets me express my vision,” “Now I can show what I mean,” and “I have a say in how we look.”
That’s voice proof, not ease proof.
Canva’s Level 2 strength: 10/10
The execution is exceptional. The proof is overwhelming. They deliver on the position completely.
Level 3 Assessment: Living It (Being It Organizationally)
Does resource allocation (70%+) align with positioning?
Yes.
Look at where Canva invests:
- Template library: 1M+ templates. Voice scaffolding: giving people starting points so a blank canvas never silences them.
- Free content: Acquired Pexels, Pixabay. Free stock media. Voice infrastructure, ensuring cost never silences someone.
- Education: Canva Design School. Free courses. Voice training, teaching people to use their creative voice.
- Accessibility: 100+ languages. Right-to-left scripts. Global reach. Voice universality: everyone, everywhere gets a voice.
- Freemium model: 90% of users pay nothing. Voice democracy: never let money silence someone.
Every significant investment reinforces VOICE.
Is positioning embedded in organizational structure?
Yes. The Two-Step Plan makes this explicit:
- Build one of the world’s most valuable companies
- Do the most good possible
Step 2 is voice amplification at scale. The founders pledged 30% of equity ($13+ billion committed) to social causes. They offer a free premium to 500K+ nonprofits and schools. That’s not CSR theatre. That’s structural commitment to giving more people a voice. (Just like Patagonia)
Do processes and incentives reinforce the position?
Yes. Examples:
Hiring: They hire people who embody the values of “empower others” and “be a force for good.” Voice-centric hiring.
Product: Every feature is filtered through the question, “Does this help someone express themselves?” New AI tools aren’t about automation. They’re voice amplification. Magic Write helps you articulate. Text-to-image helps you visualize. Background removal helps you focus your message.
Community: User-generated content, tutorials, and templates shared openly. Voice multiplication: users helping users find their voice.
Canva’s Level 3 strength: 9/10
Nearly perfect organizational alignment. The structure reinforces voice at every level.
The Level Diagnostic Summary
Where Canva actually operates:
| Level | Strength | Reality |
|---|---|---|
| Level 4: OWNING (Voice) | 10/10 | They genuinely own VOICE in customer minds |
| Level 3: LIVING (Structure) | 9/10 | Organization built around voice amplification |
| Level 2: PROVING (Execution) | 10/10 | 240M users + overwhelming testimonial proof |
| Level 1: CLAIMING (Framing) | 5/10 | Weak articulation of what they actually own |
The diagnostic insight:
Canva excels where most companies struggle (Level 4 ownership, Level 2 proof, Level 3 structure) and lags behind where most companies excel (Level 1 framing). Most companies exhibit perfect articulation (Level 1) but weak ownership (Level 4).
Canva: Weak articulation (Level 1), perfect ownership (Level 4).
Why does this matter? They’re winning despite mediocre framing because ownership trumps articulation.
But if they fixed Level 1, they’d clarify their position for employees, customers, and competitors. The gravitational pull would intensify. Currently, people experience Canva as voice but hear about it as “easy design.” There’s a translation gap.
The opportunity: Close the gap between what they own (voice) and what they say (democratization).
Part 4: The Identity Layer
The position you own shapes who becomes a customer. Not demographics. Identity.
Customer Identity Analysis
Who becomes a customer (identity):
Not: “People who need graphic design”
Actually: “People who need to express something but felt silenced by complexity”
Not: “Small businesses and marketers”
Actually: “People who have something to say and want to look legitimate saying it”
Not: “Non-designers”
Actually: “People who refused the identity of ‘not creative’ but lacked the tools to prove it”
See the difference?
Demographics: Small business owners, teachers, marketers, content creators
Identity: People reclaiming their creative voice
What Using Canva Says About Someone
When someone chooses Canva, they’re making an identity statement:
“I don’t need permission to create.”
“I have something worth expressing.”
“Visual communication is my right, not a specialist skill.”
“I’m competent enough to make this myself.”
That’s powerful. It’s not about saving money (though they do). It’s about claiming creative agency.
The Identity Protection in B2B Procurement
When a Fortune 500 company deploys Canva, what’s happening?
Surface narrative:
“We’re enabling employees to create on-brand content without bottlenecking the design team.”
Identity protection narrative:
“We’re giving every employee a voice in how we present ourselves, not just the design priesthood.”
B2B buyers don’t optimize for features. They optimize for professional identity protection.
The CMO who champions Canva is saying: “I’m a leader who empowers my team, not a gatekeeper.”
The CEO who approves Canva deployment is saying: “I value everyone’s voice, not just the experts.”
The team member who adopts Canva is saying: “I’m capable of expressing our brand, not dependent on others.”
All identity moves.
Founder Identity Influence
Melanie Perkins’ identity shaped everything.
Her experience: Teaching design students, watching them struggle, seeing their ideas die in translation because tools silenced them.
Her identity: Person who saw people being silenced and couldn’t tolerate it.
That formed the mission. Not “let’s make design software easier.” But “let’s give people back their voice.”
Why she chose certain paths:
The freemium model wasn’t market analysis. It was moral conviction: “You can’t give people a voice and then charge them to speak.”
The template-first approach wasn’t UX optimization. It was voice scaffolding: “Don’t make them start from silence. Give them something to build from.” (Think: the dreaded blank page for writers.)
The global expansion (100+ languages) wasn’t a growth strategy. It was voice universality: “If we only work in English, we’re still silencing most of the world.”
What she can’t see because she’s inside it:
She thinks she built a design company.
She actually built a voice platform.
She attributes success to freemium model and ease.
The real reason: She gave people identity transformation.
She talks about democratization.
Customers experience voice reclamation.
Part 5: The Success Mechanics
What’s Actually Working
1. Position-market resonance creating pull
The concept Canva owns (VOICE) maps to a universal human need: expression. Everyone has something to say. Most people feel silenced by lack of tools or skills.
Canva: “You don’t need to be silenced anymore.”
That resonates fundamentally. It’s not market segmentation. It’s human resonance.
Result: Product-market fit feels effortless because it’s position-market fit. The pull is gravitational.
2. Identity alignment driving loyalty
People don’t churn from Canva because leaving means: “I’m giving up my voice.” That’s not a rational calculation (evaluating features and prices). It’s identity protection.
Once someone internalizes “I have a creative voice now,” switching to another tool feels like regression. Like losing something core to who they’ve become.
Result: Retention far exceeds normal SaaS metrics. Voice is sticky in ways features aren’t.
3. Mental territory ownership prevents competition
Adobe tries Express. Microsoft launches Designer. Google beefs up Slides.
None dent Canva meaningfully.
Why? Because they don’t own VOICE. They’re claiming “we also give you voice” while their brand identities (Adobe = power, Microsoft = productivity, Google = information) contradict it.
Canva already owns the concept. Competitors are definitionally derivative.
Result: Competitive moat that has nothing to do with features or patents. Perceptual monopoly.
4. Gravitational pull making tactics feel “obvious”
Here’s the inversion.
Canva thinks: “We succeeded because of the freemium model.”
Reality: “The voice position made freemium the only ethical choice.”
If you own VOICE (everyone’s right to express), you can’t charge for basic expression. It contradicts the position. Freemium wasn’t a growth hack. It was position integrity.
Canva thinks: “We grew through templates and ease.”
Reality: “The voice position demanded we provide scaffolding and remove barriers.”
If you own VOICE but force people to start from a blank canvas or struggle with complex tools, you’re still silencing them. Templates and simplicity weren’t UX choices. They were position requirements.
The position chose the tactics. Everything that feels “obvious” about Canva’s strategy stems from voice ownership.
Result: Strategic clarity without explicit strategy. The position creates gravity that makes certain paths feel inevitable.
What They’re Missing
1. Position dilution risk from tactical expansion
Canva is expanding: Docs, websites, video, and print fulfillment.
Good if it reinforces voice. Risky if it dilutes focus.
The question: Does Canva Docs help people express their voice? Yes. Visual documents as expression.
Does Canva Websites help people express voice? Yes. Anyone can have a visual presence online.
Does Canva Print help people express voice? Yes. Making voice physical, not just digital.
So far, safe. Every expansion ties to voice.
But: There’s a path where they chase features without asking: “Does this amplify voice or distract from it?”
The risk: Becoming a design tool aggregator instead of a voice platform.
2. Level 1 articulation gap
They own VOICE (Level 4) but articulate ACCESSIBILITY (Level 1).
This creates internal confusion, as employees believe they work for a design company. Customers experience voice reclamation.
The gap means:
- Hiring misses voice-aligned talent
- Product roadmap discussions miss voice framing
- Competitive positioning sounds generic (“we make design easier”)
- Brand coherence weakens over time
The opportunity: Close the articulation gap. Say what they own.
3. Identity disconnect in new segments
As Canva moves upmarket (to enterprise and professional designers via Affinity), there’s identity friction.
Professional designers identify as: “I’m a craftsperson. I have deep skills.”
Canva’s position (voice for non-designers) feels like: “You don’t need skills. Anyone can do what you do.”
That threatens professional identity. Hence, the designer backlash.
The fix: Reposition for professionals not as “you don’t need skills” but as “even masters need ways to express quickly.”
Position Affinity as:
Professional voice elevation.
Canva as: Universal voice access.
Two products, two identity segments, one position (voice).
No contradiction.
4. AI positioning opportunity being missed
Current frame: “AI makes creation faster,” that’s the execution benefit.
Position frame: “AI removes the last barrier between imagination and expression,” that’s voice amplification.
The Canva Design Model generates editable, layered designs. Competitors generate flat images.
Don’t position this as “better AI output.” Position it as “AI that amplifies your voice instead of replacing it.”
The difference:
- Midjourney generates what the AI imagines → AI as artist
- Canva CDM generates what YOU imagine with AI assistance → AI as voice amplifier
One positions AI as a creator. The other positions AI as an enabler of YOUR creation. Own “AI as voice amplification” before someone else does.
Part 6: The Coaching Moment
Reframing Questions
Instead of asking: “How do we make design more accessible?”
Ask: “How do we give more people a creative voice?” That shifts the product roadmap. Accessibility is feature-driven. Voice is identity-driven.
Instead of asking: “Which market segments should we target?”
Ask: “Who’s being silenced visually that we could give voice to?” That shifts go-to-market. Segments are demographics. Voice is identity.
Instead of asking: “How do we compete with Adobe/Figma/Microsoft?”
Ask: “What concept do we own that they can’t claim?” That shifts competitive strategy. Competition is a feature comparison. Position is concept ownership.
Instead of asking: “How do we differentiate our product?”
Ask: “How do we deepen ownership of voice?” That shifts investment priorities. Differentiation is relative. Ownership is absolute.
Level-Specific Recommendations
Priority 1: Fix Level 1 (Claiming) to match Level 4 (Owning)
You own VOICE. Start saying it.
Action plan:
- Reframe mission statement (30 days)
- Current: “Empower the world to design”
- New: “Give everyone their creative voice”
- Why: Matches what you own, clarifies what you’re building
- Rebuild external messaging (90 days)
- Homepage: “Design anything” → “Express everything”
- Value prop: “Easy design for everyone” → “Your creative voice, made visual”
- Product descriptions: Shift from ease to expression
- Realign internal language (180 days)
- All-hands: Frame decisions through voice lens
- Product reviews: “Does this amplify voice or distract?”
- Hiring: “Looking for people who believe everyone deserves a creative voice”
Expected outcome:
- Clearer brand differentiation
- Stronger employee alignment
- Better product prioritization
- More effective competitive positioning
Timeline: 6 months for full integration
Investment: Primarily leadership attention, minimal budget
Risk: Low (you already own it, just naming it clearly)
Priority 2: Maintain Level 2 (Proving) excellence
Your execution proof is exceptional. Don’t break it.
Priority 3: Protect Level 3 (Living) alignment
Your structure reinforces voice beautifully. Maintain it during scale.
Priority 4: Evolve Level 4 (Owning) for the AI era
You own VOICE now. Defend it as AI commoditizes creation — position AI as a voice amplification tool, not a replacement.
The Fundamental Shift
Canva believes it has built a design company that makes tools accessible.
What they actually built: A voice platform that gives everyone the right to express visually.
The difference?
Design company: Competes with Adobe, Figma, and Microsoft. Measured on features, ease, and price.
Voice platform: Owns mental territory. Measured on identity transformation, creative empowerment, and expression enablement.
One is a product. One is in a position.
One is tactics. One is gravity.
Canva has gravity. They just don’t know it yet.
When they realize they own VOICE (and start saying it), the gravitational pull will intensify.
Competitors will struggle even more because you can’t copy a position. You can only own different territory.
Adobe owns POWER.
Figma owns COLLABORATION.
Canva owns VOICE.
Three different nouns. No competition.
That’s the gift of positioning: You stop competing and start owning.
Canva already owns. They just need to claim it clearly.
Say what you own. Own what you say. Let the gravity work.
Uncover your position
Before you hire a messaging consultant to wordsmith your homepage, or an agency to “refresh your brand,” or someone to fix what they’ll call positioning (but is really just tactical framing), try this first.
The CEO Clarity Starter Kit
It does exactly what we just read. It helps you find and own your noun.
What you do:
- Run the Position Audit (reveals what noun you might already own without knowing it)
- Complete the 8-Question Advisor (the same questions that would surface “voice” for Canva)
- Feed the output into ClarityGPT (included)
What you get:
- Your noun. The concept you can actually own, not just claim
- A 4-Level Positioning Canvas showing how to move from saying it to OWNING it
- ClarityGPT translates your position into landing pages, offers, and LinkedIn profiles (written in your buyer’s voice, not consultant-speak)
- A 30-day positioning course so you can apply this method without me
Time required: About an hour (less time than reading three more case studies about tactics that won’t work without position)
Who’s used it: 200+ CEOs and founders who were tired of pushing uphill
Investment: $249 USD
Most realize they don’t need the consultant or agency after this. Or they need far less than they thought. Because once you know your noun (your position), the tactics become obvious. The distribution chooses itself. The customers explain you better than you explain yourself.
And yes, if you buy the kit, it nudges me closer to that Porsche in the photo. Thanks in advance for supporting excellent positioning and questionable life choices.
Stop competing on features. Start owning concepts.
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