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There are many ways to think about the sales journey. For example, there’s the traditional sales funnel (numerous versions), Google’s messy middle and the wonderful Hankins Hexagon. They all have their pros and cons. The Lazy Sales River reminds marketers that category purchasing is very fluid, that people in the category (and the number of people) changes over time and individuals only spend a small proportion of their time thinking about which brand to buy. It also illustrates why brand-building and activation advertising both have a clear role to play.