The truth about this path

- Marketing education is full of disclaimers, … and it's because nothing is really as straightforward … as it seems in discussion. … As you've come to learn, … the funnel we're discussing is meant … to simplify a rather complicated concept. … When you really think about it, … you can find thousands of exceptions to the rules … of the funnel. … We like to believe there's a clear hand-off … from stage to stage, yet some consumers are impulsive. … They move through the stages of the funnel … at an unbelievable pace, little regard for our messaging. … Others can be loyal advocates for products they don't own. … They've just skipped the action stage altogether. … And on that same note, … others can be detractors … for a product they know nothing about, … simply because they don't want other people … to have the opportunity to own it. … The path a customer takes … through your funnel could be a loop, a spiral, a zigzag, … and so on. … They can dart in and out of your funnel, … and others seem to, well, just disappear. …