Walk: Pain Point Or Moment Of Truth?

The situation The map has many red notes, but only a few should trigger moment-of-truth treatment. Classification controls ownership, measurement, and priority. Journey logic Friction -> consequence -> relationship effect Customers can feel friction everywhere. A moment of truth is the subset where the interaction changes trust, commitment, or next-step behavior in a material way. Shortcut Jump to the visible symptom. The team fixes the right customer moment instead of the loudest artifact. Intensity of annoyance and size of relationship consequence are not always the same thing. 01 Friction 02 Consequence 03 Relationship 04 Fresh apply

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