MKT.8:2 - Problem

A familiar stage diagram can hide the very difference that matters: the purchaser is not the user, contacts occur outside the provider’s channels, several conditions coexist, or the customer returns and changes direction. A map can also mix what happened with what the team hopes will happen. An arrow then appears to explain a transition whose enabling work is absent.

Build the representation from a decision and qualified accounts of the relevant activity. Keep actors, observations, interpretations and proposed work recoverable. Use the map to obtain a change in the actual arrangement or an answer to the unresolved question.