People Don’t Care About Your Funnel; Uncovering the Real Buying Journey
summary
Shows how primary investigative interviews (recorded and scripted to test hypotheses) reverse-engineer buyers’ actual paths, based on 350+ interviews and work with ~100 businesses. Finds a coffee roaster’s real customers brew at home with cheap grinders, not $1,000 machines, so marketing shifts from high-end gear to home-brew routines and a customizable subscription, hires an e‑commerce marketer, and ties every insight to a concrete action and metric.
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chapters (7)
- 0:00Introduction and setup
- 1:31Why funnels fail buyers
- 3:14Buying journeys are nonlinear
- 6:05Reverse engineering the journey
- 8:11Customer interview insights
- 10:59Marketing with customer words
- 12:40Turning insights into action
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