Create a journey that brings change

Don’t think it’s the end result what your audience/customers want. What comes before that is the journey itself.

The experience from beginning to end. The whole package.

Think about it like designing an exhibition. The visitors come in, either interested or uninterested in the topic, but they don’t know much about it. Then they go through the exit to the gift shop, wanting to buy souvenirs. The journey from the start to end is all decisive.

What’s the change do you want them to make? What realisation do you want them to have? What is so pretty and so inspiring that they will want to have a book about and buy a poster of?

The experience on the journey decides the end result, and whether or not they will tell others about it.

When they start to tell others about it, you’ve done your work right.

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