We throw the term “user journey” around a lot in marketing and product design. But too often, we treat it like a sterile academic exercise—a series of boxes and arrows on a whiteboard.
Let’s be clear about something: the problem isn’t your effort. It’s the playbook. The old funnel was built for a world where the salesperson held all the cards. The buyer had to call you to get information.
You craft the perfect email. You hit send. And then… silence. You check the open rate. A click. Maybe two. But what did they really think? What problem are they trying to solve?