Seth Godin on conversion of audience to taking action. Signing up. Paying. Sharing with friends. Your job as a business owner and marketer is to get as many as possible to take action. Not many do.

Maybe it isn’t a funnel though. Since mass marketing no longer seems to work very well, is there a better simile, a mental model that serves better? With so many touch points, in so many channels, and so many ways to reach a customer, a funnel seems like a blunt tool. Maybe a maze with lots of dead ends is more correct… And your job is to open up the dead ends and align them with your business’ door.

Personally I like the Customer Decision Journey more than the ancient funnel. Check it out: Aligning with the Consumer Decision Journey

If you have five minutes to spare, here’s a great video presentation covering the concept.