Create ideas using: Path is more than destination

How do I celebrate the path without undermining the importance of the destination?

You don't have to choose. The point is showing that the journey teaches, transforms, and matters independently of whether the destination is reached. Success is richer when you've earned it through struggle. The destination validates the path, but the path creates the person who arrives. Both matter--you're just expanding what counts as valuable.

Generate creative ideas using this technique

What if my customer's path is actually kind of boring?

Then you're not looking close enough. Every path has moments of doubt, small victories, learning, and growth. Boring is in the eye of the storyteller. Your job is to find the meaning in the mundane--the discipline, the tiny progress, the moments that add up. If you can't make the path interesting, you don't understand your customers well enough.

Example: How it could look

A marathon training app doesn't just count down to race day. They celebrate every early morning run, every week of consistency, every injury overcome. The app creates a visual timeline of the journey--photos, notes, milestones--so that when users cross the finish line, they see how they built the person who could do it.

Or like this:

Why is Path is more than destination a great technique?

Honoring the path reframes struggle as meaningful and creates deeper emotional investment in the process, not just outcomes.

Validates effort even when outcomes aren't perfect

Creates ongoing engagement throughout the journey

Builds resilience by making struggle meaningful

Differentiates from outcome-obsessed competitors

This works because most of life is the path, not the destination. When you make the journey feel valuable, you're relevant every day, not just at the finish line. That's where loyalty gets built--in the daily grind, not the champagne moment.

! When not to use the Path is more than destination Technique

When the path genuinely sucks and offers no value beyond suffering. Not all journeys are worth celebrating--some are just bad design.

Technique first described by www.deckofbrilliance.com

Related Creative Techniques

Creative Technique

Make an Enemy

A campaign that identifies and confronts a clear antagonist, obstacle or force that stands against the brand's values or the audience's interests. Creates narrative tension and gives people a common adversary to rally against.

Creative Technique

Behind the scenes

A campaign that reveals the behind-the-scenes processes, people or places that create the brand experience. Gives exclusive access to show authenticity, craftsmanship or the human effort behind the brand.

Creative Technique

Backstage

A campaign based on the backstage of the product or service. It should be centered around how the product is made, what makes it special, where the ingredients come from, the passion of the people behind the brand. Let them hear the stories right from the makers' mouths.

Creative Technique

ESG

A campaign that fights for a higher purpose in ecology, society or governance - ESG. Pick one topic per campaign. Act like a creative activist.

Generate creative ideas using this technique