Part 2 of my conversation Kelly Price. This time we talk about the right way to do research for customer journey mapping, and the importance of knowing the limitations of journey maps, so that you make benefit from their tremendous insight.
It was Alfred Korzybski who cautioned that "The Map Is Not The Territory"
And George Box who coined the beautiful paradox: "All Models are wrong, some are useful."
From Sylvie and Bruno Concluded by Lewis Carroll, first published in 1893.
"That's another thing we've learned from your Nation," said Mein Herr, "map-making. But we've carried it much further than you. What do you consider the largest map that would be really useful?"
"About six inches to the mile."
""Only six inches!"exclaimed Mein Herr. "We very soon got to six yards to the mile. Then we tried a hundred yards to the mile. And then came the grandest idea of all! We actually made a map of the country, on the scale of a mile to the mile!"
"Have you used it much?" I enquired.
"It has never been spread out, yet," said Mein Herr: "the farmers objected: they said it would cover the whole country, and shut out the sunlight! So we now use the country itself, as its own map, and I assure you it does nearly as well."
GE MRI Machine Adventure Series
Thanks to my talented colleague Emily Tolmer for the cover art. Thanks to my friends at Moon Island for the music.
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