One True North
Plot twist...
The Rosetta Stone didn't contain new information. It had the same message in three languages. Everyone suddenly understood everything.
Your customer journey?
That's your Rosetta Stone.
(But your CMO's using it as a slide template.)
Watch this translation happen...
- Performance says, "Decrease CAC by 30%."
- CEO hears, "Spend less... somehow?"
- Translation... "Find people already looking for us and increase profit"
- CEO hears, "Why didn't you just say that?"
The ancient Babylonians failed because to some, "higher" meant efficiency, to others, beauty, and to taskmasters, speed.
Nobody asked, "Higher toward what?"
Here's the pattern...
Ask your team what "success" means.
Performance says ROAS.
Brand says awareness.
Content says engagement.
Social says community.
(Five people. Five towers. Zero alignment.)
Customer journey isn't another framework. It's the only language where everyone knows what "up" means.
Unaware (problem? what problem?).
Problem-aware (wait, this is a thing?).
Solution-aware (something fixes this?).
Product-aware (you fix this?).
Most-aware (shut up and take my money).
Test this tomorrow. Ask each team member which customer stage their current actions are serving.
Watch the pause.
The mental translation.
The realization that they've never thought about it.
Next, why the most senior people resist this hardest—and what that reveals about your tower.