Today, we're going to talk about customer journeys. Now, if you want to be successful as a marketer, as a business owner, as an entrepreneur, you have to know your customer's journey before they do. That's the definition of leadership. I see this mistake all the time. People will literally launch products and offers and content and lead magnets, and they literally launch it out into the world without having a next step or knowing the escalation or evolution of their potential customers or their paying customers. And so content. Without accountability or direction is just noise. And so the most important thing that you can do as a marketer, as a business owners and entrepreneurs, a CEO, is to take a moment to understand the journey that's going to be taken by your customers or potential customers before they take it. And so when we talk about this, when we teach this, uh, we're gonna talk about it today. I'm gonna teach you the conscious and the subconscious customer journey. Because at any given moment, there's a simultaneous journey happening for your customers or potential customers. No matter where they see you, whether they see you on social media, whether they see when email, whether they see you in person, whether they see when you're retail brick and mortar business in the store. This is happening all the time. Now I'm going to teach this to you and I just want you to remember this. Your job isn't necessarily to always put somebody into a bucket or make sure they go through every single part. It's just to be aware of the journey that is happening so you can start to identify where your customers or potential customers are in their cycle so you can support them and lead them to the next destination. Okay. So I call this the conscious and subconscious customer journey. So if you're watching this on YouTube, you're going to see an image on the screen. If you're listening to this, I'm going to talk you through it and I'm going to explain it to you. So when you think about the conscious customer journey, this is the journey that people know that they're in. Okay, so there's five stages that I teach in the conscious customer journey. Okay. And they go in order. The first stage is identify, the second stage is discover, the third stage is court, the fourth stage is enroll, and the fifth stage is nurture. That is the conscious customer journey and why I call it a conscious customer journey is because when we're in a journey like that, we're very aware that we're in that journey. So let me give you an example. I am driving in my car breaks down. And I'm like, you know what? I need a new car. Now I'm in the identify phase. I've self identified very important distinction. I have self identified that something isn't working and I want a new car. The moment I've self identified that where I currently am in my life, where I currently am in my journey is not ideal. I move into the discovery phase. Okay, so now I've identified that my car is not what I want. I want a new one. I want a different one. I move into the discover phase. Now in the discover phase is where I start to narrow down my options, right? I'm like, Oh, do I want to Honda? Do I want a Mercedes or do I want to BMW? Right? And so in the discover phase is basically where I'm picking the paths or noticing the options that I can take. As a customer to go from my before state or where we are to my after state or my new selected destination, right? And so I literally am like, okay, I've identified, my car's not working. I know I need a new one. What am I interested in? That's the discovery phase, right? So maybe I've seen commercials, I've had friends tell me about it, and I narrow it down to three examples, Honda, BMW, and Mercedes. The moment I kind of know that that's where I want to go. I move into the coding phase. Now this is like the speed dating phase, right? This phase is where I'm going to go start collecting evidence. I'm going to consume content. I'm going to read