A friend and I were discussing dark zones. These are the inevitable dark spots and missing pieces in a customer’s journey where they disappear off the map only to re-emerge at another, often surprising, point.

And of course, this isn’t only relevant to customer journeys, it’s also relevant to our own lives.

What do you do when you can’t track?

You trust.

A compass always knows precisely where it is, in relation.

When you can’t see your hand in front of your face, or know exactly where a customer is on their journey, you need to trust. Trust in the bigger narrative, trust the culture you’ve built in the business to keep on pointing north and guide you, or them, home.

When you can’t track, trust.

pierre

PS: I want to show you something, the past few weeks I’ve worked on refining Be Brave and have finally released the new website. So much fun.