QUOTE : I suggest that you think about your customer’s journey as a unified experience that has three key phases: motivation, education, and adoption. Motivation refers to the reasons your prospective customer has for seeking you out and the potential needs your product can satisfy. It also asks the question, “What experiences or emotions motivate the customer to move to the next stage of the journey?” Answering that question helps you provide what the customer needs to progress to the next phase, education.