Use the business model canvas to stop using the business model canvas

I rarely use the Business Model Canvas anymore for business modeling. This may sound counterintuitive, but it actually makes a lot of sense.

A common criticism of the Business Model Canvas—especially in startup circles—is that it doesn’t cover critical aspects such as competition, team dynamics, market timing, or industry trends. Critics argue that it falls short in guiding businesses through essential steps.

These criticisms are valid. But what many forget is that the canvas is just a tool—it’s not the job itself. The real job is business modeling, and business modeling will always be relevant.

Over time, I’ve found myself constantly challenging business models, identifying weaknesses, and uncovering opportunities for improvement. Once you train yourself to think in business modeling terms, you don’t need to rely on the canvas anymore. Thinking is faster than writing post-it notes. Plus, you rarely need to focus on all nine building blocks at once—what matters most is understanding 2 or 3 key blocks and their relationships at any given moment.

That’s why I created a set of essential questions and fill-in-the-blank templates. When you answer these questions, you’ve essentially drafted your Business Model Canvas—without needing the visual template. This is also why I emphasize other tools that can complement and strengthen your use of the canvas.

Going from post-its to questions to mindset

Which Approach is Easier?

If you don’t have time or interest in learning the canvas, just focus on answering these key questions:

1. Who is your customer? What is their job to be done? What pain points do they face when performing this job?

2. How does your value proposition solve their problem better than any existing solution?

3. How do you acquire and retain customers in a way that prevents larger, more established competitors from pushing you out?

4. What do you do (or have) that is uniquely yours—something you’re the best at—that allows you to create and deliver your solution effectively?

5. Can you generate more revenue from a customer over their lifetime than it costs to build and deliver your solution?

   
   

Or, if you want to learn how to refine and adapt your business model across countless situations, then mastering the Business Model Canvas is the long-term path.

In Short use the business model canvas if...

Learning the Business Model Canvas is the longer path—it provides the depth and adaptability you will need in the long run. But if you just need a shortcut to get the job done, you can skip the framework and focus on answering the right questions. You’ll lose out on structured experience, but you’ll still get results.