In the late 1800s, E. St. Elmo Lewis was a young man with a keen eye for what made people tick. As he watched businesses struggle to connect with customers, Lewis had a simple yet profound realization: selling wasn’t just about the product; it was about the experience.
He envisioned the customer’s path as a journey, with four key steps: Attention, Interest, Desire, Action—the AIDA model. First, you catch their eye, then spark their curiosity. Next, you ignite a desire, and finally, you guide them to act.
Lewis didn’t just create the model—he lived it. He used AIDA to grow his own business, fine-tuning his approach with every customer interaction. His sales skyrocketed as he mastered the art of guiding customers along their journey, turning a simple idea into a powerful tool for business growth.
Today, the customer journey has evolved, but its roots trace back to Lewis—a man who saw that every great customer experience begins with understanding the journey.
