Customer Journey and Value

We talk a lot about outcomes theses days. 

Who cares about how it happened, all we want is the outcome. 

I'm not so sure about that though. 

Yes, the outcome and subsequent value is important. 

But if we skip over the craft, the art and process of getting to the outcome, we're missing critical pieces of information and context that might help us make a better buying decision. 

And actually learn useful things.