The Before-and-After Transformation: Finding Your Buyer Persona’s Core Message

Ruben’s YouTube video thumbnail of Before/After in the Customer Value Journey.

Here’s a question for you: How many movie plots involve someone who’s unhappy with some part of their life — but then something happens that changes everything (for the better)?  The ugly duckling turns into a beautiful swan. Neo goes from a computer hacker to a humanity-saving bada$$. Shrek goes from a snarky ogre with […]

Charting Your Customer Value Journey: A Step-By-Step Guide

Here at 8 SIGNAL, we believe the Customer Value Journey is *kind of* a big deal. Using this framework has the potential to take your business to the next level and turn total strangers into raving fans who want to tell everyone about your services — all by building meaningful relationships with your audience. In […]

A Real Life Example of the “Excite” Stage in the Customer Value Journey


As marketers, our job is to move people through the customer value journey, an eight-step framework that turns strangers into raving fans. The eight steps are aware, engage, subscribe, convert, excite, ascend, advocate, and promote. In this post, I focus on the “excite” stage. I’ll share a personal experience that provides a clear and compelling […]