Learn the difference between customer goals and motivations.

Learning the difference between goals and motivations can help brands understand their tribe’s customer journey.

A goal is what your tribe wants to achieve most.

A motivation is the fuel that powers their decisions, which can be both emotional or practical in nature.

Sometimes, goals and motivations can be at odds with one another. A customer may want to find a high-quality solution to their problem while being constrained by budgetary issues. In this case, the goal is to solve their problem but their motivation is to solve it cheaply.

Learning to identify goals and motivations helps clarify the steps your brand can take to best communicate with its customers.