Customer Journey · What moves people forward · Component
The evidence needed
What convinced them at each transition — frequently one specific thing, and frequently not the thing the organisation leads with.
The deliverable
What it is
Buyers can usually name the thing that convinced them. It is often unglamorous — a specific reference, a technical detail, a straightforward answer to an awkward question.
The gap between what convinces and what the organisation leads with is the most actionable finding in the journey work.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The decisive evidence
What actually convinced them.
3 attributes: Evidence · At transition · Mentions
LearnThe availability
Whether that evidence exists and where it sits.
3 attributes: Exists · Where · Requires a person
LearnThe placement
Whether it appears at the stage where it is needed.
3 attributes: Needed at · Currently at · Matched
Learn
What convinces buyers is often something the organisation considers minor and does not feature anywhere.
The other components in what moves people forward
The triggers
What made the buyer start, and what makes the timing urgent — the single most useful thing a buyer interview produces.
LearnThe people
Who intervened internally, on both sides — because champions and sceptics move deals more than content does, and neither appears in any system.
Learn