ZAG: The Number-One Strategy of High-Performance Brands

Checkpoint 14: What Do They Experience?

While strategy is a powerful discipline, many companies forget that without good execution a strategy is only a plan—an intention. Every year thousands of strategic plans fail because they weren’t translated into compelling customer experiences. In short, the road to hell is paved with good strategy.

Customers experience your brand at specific touchpoints, so choosing what those touchpoints are, and influencing what happens there, is important work. The best way to start choosing and influencing your touchpoints is by mapping your customers’ journey from awareness to brand loyalty. How will they learn about you? How can you help them “enroll” in your brand? Who—or what—will be your competition at each of ...