Does anyone recognize the image above? This is the Tibet Road on the border of Tibet and China, one of the most treacherous roads in the world. It represents the traditional customer journey map brands try to create with their customers. Long and winding, it’s a grind to make it to the summit — and not everyone does. One misstep along the way, and you are off the cliff.  The same goes for customers. One misstep by a brand and you lose the customer. We spend all of....

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