For the first few years of the Canvas LMS, Instructure’s core message was ‘Canvas is better than Blackboard’. This positioning was thinly veiled in the company’s 2011 spoof of the Apple / 1984 commercial and even hitting the level of gloating in a company blog commenting on Blackboard’s strategy reversal in 2012. Instructure made their name by being the anti-Blackboard.

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