I experienced a good demonstration of marketers who still think in company terms rather than customer journeys. I was at a Fair Trade Fair at a stall selling chocolate. I love really high cacao chocolates, especially dark 95% cacao bars (I've never found 100!). So my first question was what the % cacao levels of their bars were.
The user (me) experience thought process: What is important to me? Cacao level, taste, price, fair trade . . . Since I was at a fair trade fair, I could assume that one. So really, all I needed to know where the other attributes.
The vendor thought process: How do I (his company) differentiate our bars from the competition? We are fair trade. We certainly don't compete on price. Most companies offer a variety of cacao levels. So when I am staffing a booth, I should focus on the fair trade attribute.
See how these two things are in direct conflict? If it was a dark chocolate fair, perhaps I would be sold by a fair trade argument. But in customer journey, it makes no sense.