With the Customer Value Journey ending—although it is a beginning, not the end—I am inviting you for the final stroll along the path, this time considering what it means to be Human Center(ed) - inspired by a video by Don Norman (Nielsen Norman Group).

In the last post, I wrote about the halo effect. In this post, I leave the reader with a few notes regarding empathy - a skill essential these days when emotions are running high due to the influx of information that is not always easy to digest.

Encyclopedia Britannica gives a straightforward explanation of what the halo effect is. According to the editors, it is "an error in reasoning in which an impression formed from a single trait or characteristic is allowed to influence multiple judgments or ratings of unrelated factors." Is that all? An error in judgment. Or, perhaps there is more to it.

From time to time, a book comes along, which will accompany us until our hands are not there to turn worn-out pages. For my father, it was Fate Is the Hunter by Ernest K. Gann. He kept it by his bed until he was no more. I feel that The Creative Act will serve the same purpose for me, and I am glad it's not a paperback edition.

The Customer Journey Map is a great way to understand our customers' experience - are they happy, excited, and motivated? Or sad, confused, and unsure if purchasing our software will solve their problems. How is value and pricing communicated, delivered, documented and captured in price across the customer journey?