Marketers are tightly focused on the customer journey. Many try to contextualize the journey literally. I'm no different. Here's my attempt. I mocked up a "Grail Diary" approach a'la Indiana Jones. The first spread is more tightly rendered than the others to generate buy-in for the concept and forgive the rougher parts to follow.
This was the "blue sky" stage and we hadn't quite decided for a website experience or some kind of interactive pdf.
Each environment maps to a specific stage of the buying process. I wrote and drew up the "Problem Identification" stage as a Mountain environment.
Though people liked the idea, the fear was that it would require too much cross-team collaboration. So it was tabled. Then it was resurrected as the premise for a self-service buying experience. Then that was tabled...until it was resurrected again.
When people emotionally attach to an idea it sometimes finds a way to emerge.
