
Companies like Amazon, GoPro, Zappos, Uber, and Apple have demonstrated again and again that having a deep understanding of who one’s customers are and how they make decisions is one of the most powerful competitive advantages an organization can possess. Over the years, marketers have devised a number of tools like buyer personas, empathy maps, and journey maps to better understand the customer’s experience and decision-making process. Unlike personas and empathy maps that attempt to build a more or less static profile of buyers’ characteristics, journey maps convey how the customer’s decision-making process unfolds over time. Continue Reading