Most marketers and product teams can recite their funnel metrics by heart. Awareness, consideration, conversion. The ratios are tracked, the dashboards updated, the slides refreshed. But ask those same teams why  customers move (or don’t) through those stages, and the conversation usually thins out. That’s what we refer to as funnel myopia — the habit of staring at flow without seeing the forces that drive it. It’s an obsession with movement, not meaning. Funnel myopia narro

For years, brand health tracking has relied on a familiar set of measures. Awareness. Consideration. Preference. Usage. Loyalty. Those metrics grew out of the traditional marketing funnel, and they still have value. They help organizations understand whether a brand is known, whether it is evaluated, and whether it ultimately gets chosen. But the funnel has always described only part of the story. What it measures is what happens after  a brand enters the buyer’s field of vie