Your customer doesn’t care about your funnel.
Let’s face it. Most customer journeys are built from the inside out. We start with our product. We map out the ideal scenario. We build a funnel. Then we try to make real people behave like the slide in our deck.
Spoiler: they don’t.
The illusion of linearity
Real customer journeys are messy. Non-linear. Emotional. Full of detours, dead ends, distractions and decisions made on gut feeling. Yet most marketing strategies still treat people like rational actors on a guided tour.
We love clean flows and perfect segmentation. But customers don’t care about your MQL stages or conversion logic. They care about solving a problem, feeling reassured, finding value, or simply not being bored.
From map to mirror
That’s the irony. The less linear the customer’s path, the more we need to understand it.
Not because we can control it. But because we can learn from it. The hesitations. The drop-offs. The moments where we assume too much or too little. A good journey map doesn’t give you control. It gives you context.
And in that context, better conversations, smarter priorities, and more human decisions become possible.
A workshop, not a silver bullet
No journey map is perfect. But even an imperfect one can spark the right questions.
That’s why we sometimes sit down with teams, sharpies in hand, and map it out together. Not to find The Answer. But to see what we’ve been overlooking.
Curious what your map might reveal?
Book our Customer Journey Mapping Workshop. Take a seat. We’ll bring the markers.
