Begin at the end to plan the consumer journey

This article argues that marketers could learn valuable lessons from traffic planners when it comes to designing the customer journey.

Begin at the end to plan the consumer journey

Rory SutherlandOgilvyOne

Traffic planners could teach marketers some valuable lessons, writes Rory Sutherland.

I was listening to a gardening programme the other night and there was a question about trace elements in soil. I think someone's magnolias weren't doing well and so he wanted the panel's advice on "whether low levels of trace elements in his soil" might be to blame. Or something like that.

In his answer, the gardening expert explained that there wasn't much to be gained from shovelling molybdenum around the place with wild abandon: plants did...

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