The chair's argument is movement: you stay in motion while seated, so sitting stops costing you focus. This follows what four buyers are thinking as they get from that problem to a chair in the room — every touchpoint, in the channel it lives in, in the order they hit it.
Columns are the nine stages of the purchase. Rows are the six channels a buyer touches. Cards sit where the two meet.
Switch buyers at the top to follow a different route through the same nine stages.
Click any card for what that person is thinking at that moment and what they need from it.
The solid line is the path this buyer actually walks. Solid cards are the touchpoints on it; dashed cards are the ones they brush past. Click any touchpoint to see what they are thinking at that moment and what they need from it.