We all want to make incredible and memorable experiences for people. But for many years we've been approaching it all wrong.

- People move through life non-linearly but we've created journey's that only work in a linear fashion
- People are highly emotional decision makers but we've created interactions that only highly functional
- People experience things in context but we've created experiences that act like people are in a vacuum
- People constantly experience things anew due to technology but we've put the same tools in new technology

We aren't making the best experiences possible for people. However, creating experiences that work in a non-linear fashion, are both emotional and functional, take context into account and use new technology appropriately is really hard. One would think you'd have to create a million journeys to make any one experience work for someone.

We've created a short cut. Rather than create a bunch of journeys and matching interactions for all of them, we identify the most powerful, emotional moment in that experience.

We then create an incredibly powerful and potent interaction in that moment.

Marker Moment is how we define the moment. The potent interaction (what we had called self-contained interactions) is what we build in the moment.