Let’s be honest.
Most marketing strategies today are written for rooms, not results.
We spend weeks crafting neat narratives in fancy fonts to convince execs and clients we’ve got it all figured out. Top-funnel, mid-funnel, bottom-funnel. Awareness, consideration, conversion. Beautifully packaged, confidently presented. Throw in a few icons, a funnel diagram that looks suspiciously like the one from 2012, and voilà, “the plan.”
Let’s get real. Your perfectly symmetrical funnel doesn’t reflect how anyone actually buys. People don’t move through your “customer journey” like obedient little pixels. They jump around, pause, restart, forget, and remember again six months
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