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Mar 27, 2019 22:48:15

Capitalists, stop using the word journey

by @danielmiller | 258 words | 🐣 | 314💌

Daniel Miller

Current day streak: 0🐣
Total posts: 314💌
Total words: 86299 (345 pages 📄)

Your customers aren't on a journey. They're not having some kind of existential experience by using your application. 

Your time building a business that you then sold was potentially a journey, but it was not magical.

The definition you are co-opting is probably the forth:

4. passage or progress from one stage to another:
the journey to success.

To understand why you shouldn't abuse the word journey, look at the first definition:

1. a traveling from one place to another, usually taking a rather long time; trip:
a six-day journey across the desert.

Journeys should be epic. Journeys should be imbued with meaning. Journeys should be a life experience, not a user experience.

The illustrations of workflows your customers execute using your application are not journey maps. A journey map is a thick, rolled, weathered parchment and has a wandering dotted line that terminates with a big fancy "X". 

I understand that your work is one of the, if not the primary, sources of meaning in your life. I understand that you would like to, therefore, inculcate that work with meaningful words. But avoid this as you would a sneezing stranger on the subway or the allure of social media stardom. No good will come of it. 

I know that you want to communicate the gravitas of your research and designs. But they don't have gravity, they have practicality. They're not Thor's hammer, they're just a regular hammer. You can still build pretty great houses with them. In fact, they're well suited to the task, despite their lack of ornamentation. 

From Daniel Miller's collection:

  • 1

    @danielmiller I agree. A little too epic. So buyer's path then?

    Jeff Riddall avatar Jeff Riddall | Mar 28, 2019 11:12:44
    • 1

      @danielmiller @Rawhead yeah, I agree to, so what could be an alternative? Is "path" ok? (sounds like it is to me, but I'm not a native English speaker :)

      PhilH avatar PhilH | Mar 28, 2019 20:41:39
    • 1

      @Rawhead @philh workflow and path are both fine. Give me more time maybe I can come up with something better. :)

      Daniel Miller avatar Daniel Miller | Mar 28, 2019 22:58:02
    • 1

      @danielmiller pretty sure it's not a workflow. Buying a product or service should never be referred to as work. If it is, you're doing something terribly wrong.

      Jeff Riddall avatar Jeff Riddall | Mar 29, 2019 14:06:40
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