How do you sell the use of the canvas to someone who makes decisions of what to do but may not be particularly knowledgeable or experienced in this area?
Reframe who owns the data craft
How do you sell the use of the canvas to someone who makes decisions of what to do but may not be particularly knowledgeable or experienced in this area?
Reframe who owns the data craft.
Why do data teams let others define their Way of Working? Why do they allow people outside the data domain to dictate how they gather requirements, what templates they should use, and how they should deliver?
The people doing the data work, the data professionals, should define how the work gets done.
You wouldn’t walk into a kitchen and tell a chef how to cook their signature dish or what pans to use. The same principle applies here. Data professionals should own their Way of Working, from gathering requirements to aligning with stakeholder goals and prioritising delivery.
The Information Product Canvas isn’t just a template. It’s a set of proven patterns created by data professionals, for data professionals.
However, if you’re ever asked to justify your decision to use the canvas, don’t get pulled into a conversation about tools or documentation. Shift the focus to outcomes.
You don’t need to pitch the canvas as a process. Frame it as a way to connect data work directly to what stakeholders actually care about, business outcomes like reducing churn, increasing revenue, or improving service.
“The Information Product Canvas helps us support business goals with Information Products that actually get used. It ensures we’re solving the right problem, for the right people, in the right way.”
Stakeholders aren’t interested in technical details. They care about results. So talk about how the canvas ensures every piece of data work is tied to a clear and measurable organisational benefit.
“The Information Product Canvas ensures that every Information Product we deliver answers specific Business Questions and drives Actions that align with our goals. It’s not about delivering data for the sake of it. It’s about delivering information that helps people make better decisions and achieve Outcomes.”
If they’re wary of process or worried about complexity, keep it simple.
“It’s not a technical document. It’s just a simple one-page visual template that helps us ask better questions up front, so we don’t waste time later.”
“You don’t need to be a data expert to use it. The canvas is a simple, collaborative template that helps everybody align on what’s needed and why.”
Emphasise how the canvas streamlines the process of capturing data requirements, reducing the back-and-forth between stakeholders and data teams. This saves time, minimises rework, and ensures faster delivery of Information Products.
“Instead of spending weeks going back and forth on requirements, we define what matters in one short workshop. Stakeholders know what they’re getting, and we know why we’re building it.”
If they’re worried about being locked into a rigid process, be clear, the canvas process is flexible and iterative. It’s not about getting everything perfect from the start, it’s about starting with what we know and refining as we go.
“Completing the canvas isn’t a one-and-done exercise. It’s a living document that evolves as we learn more. That means we can adjust to new priorities or insights along the way.”
Highlight how the canvas fosters collaboration. By involving business stakeholders, users, analysts, and data teams from the start, the canvas helps define what success looks like, together.
“The Information Product Canvas brings everyone together to align early and clearly. That shared understanding means fewer misunderstandings and a smoother path to delivering measurable outcomes.”
If they’ve been burned before, data projects that dragged on, missed the mark, or never got used, lean into that.
“The canvas helps us avoid building things no one uses. It keeps us focused on real questions, specific actions, and measurable outcomes.”
If they’re still unsure, suggest trying it on one small piece of data work. No pressure, just proof. Once they see it in action, the Information Product Canvas sells itself.