Persuasion tends to come from a place of, “This is what we’re doing, and you should do it,” rather than, “Why aren’t you doing what I want you to do, and how can we get you to do it? How can I show you that what I want you to do is actually very much in line with what you already want? How can I help you get where you want to go by following what I’m interested in?” It’s an important, but very different, way to think about things.

To really make the metaphor of the customer journey work, we have to understand where someone is in their journey. Someone might not be aware that a product exists. Some might be aware that it exists but they might think it won’t work for them. Someone might think it could work for them but they don’t understand how it works. Someone might think it works but they think it’s too expensive. Someone else might think it’s not too expensive but they’re worried it’s not going to integrate with what they’re already doing.