The AIDA Funnel

Your customer takes four major steps to purchase from you. We call these steps the AIDA funnel:

A: Attention (or Awareness) - knowing you exist
I: Interest - knowing your offering can solve their problem
D: Decision - knowing your offering is the best choice for them
A: Action - conducting the transaction

Andrew describes these four steps and explains which are related to a company's competitive advantage.

Filmed on June 4, 2017 in Waterloo, Canada