What Gets Our Attention is Irrational
I just love the Purchase Fish from The Futures Company. It’s a great example for demonstrating the non-linearity of the path to purchase. What people pay attention to is irrational and the best way to design and map journeys is to research the best customer and then add a few unpredictable or anomaly traits into their persona. This way when you design an engagement or interaction based on the research, you are sure to account for the unexpected points of contact of real people (aka irrational).
It also works as an amusing way to demonstrate marketing has changed and media fragmentation is real.