The problem with “customer journeys” has been that marketers think about them as a single long linear path that one goes on.
The truth is that a prospect or customer will be experiencing many journeys at once, out of order.
Admitting that, and using it as fuel, can’t we make better journeys designed to coexist and complement each other?
Wouldn’t adjacent-aware mini-journeys do better work in this out of order world?
Couldn’t that help to reduce confusion, get stuck people unstuck, help confused people understand, and create more successful customers along the way?