 The next one is, I'll read it out for you, it's a it's a long one by Lena, she asked us if we know that the customer wants to or expects to do a specific thing in a process that is not possible should the not possible step be added in the activity slash situation cards or should it be part of the emotions below now long question and first maybe Daniel you need to explain what are activity cards emotion cards why is she asking this question yeah the activity cards is what the actual customer journey so what activities and situations do the customers go through because a customer journey is not a lineup of touch points that's that's a wrong way to work with customer journeys I've been there I think most people that work with customer journeys have mapped touch points I've have soon come to the conclusion that it's super stupid you have to start with customer activities and active customer situations so the question here is so if the if the customer wants to do something and it's not possible should there be in the customer's activity and I would say yes for sure of course it has to be because what we are doing here is that we are we're actually mapping the customers the customer journey we're not mapping our own touch points or how we as an organization are serving the customer so we can't we can't be blind for those things that the customers wants to do either the customer will shoot someone else that will do it or we will in the future have to serve them yeah yeah it's a I mean a good example IKEA for instance yeah the Swedish furniture store I mean they we also have them in the Netherlands yeah yeah yeah I know and I think both of the or that organization today is sorry Netherlands I know I mean they they sell furniture that you have to put together yourself as you know so in and people maybe don't want to do that so in several countries there's a bunch of other organizations or or entrepreneurs around IKEA that offer their service to bring your furniture home and to to put them together and so that is a part in what the customers want they maybe don't want to put the IKEA furniture to to to mount them and to screw them together and they don't want don't want to bring them home so what should IKEA do then in their customer journey should they just skip this no they don't they have to solve it somehow and then it's a it's a it's a matter of how do they want to solve it is the part of their core business to offer this or not and when it comes to kitchen it is but when it comes to a chair it's maybe not so makes complete sense right yeah if you would if you would ignore it then you're basically ignoring opportunities to help your customers yeah yeah exactly I mean iPhone iPhone for instance or Apple I mean in every corner in every city today there's a there's a place where you could change the the display that's a really important part in the customer's journey when you're using a smartphone so should Samsung or Apple skip that in the customer journey no they shouldn't yeah yeah should they solve it probably not why do you think this question comes up because people are mixing up touch points with customer activities people think that a customer journey is something that the organization does for the customer and rather than it's something a person a real-life person actually is going through yes yeah and I think it's really good I think it's it's very good that we got good those questions and that we we can answer them because a lot of the mistakes people does when it comes to customer journeys are connected to this question most mistakes