McKinsey's Alternative to the Purchase Funnel

Though McKinsey's "new" consumer decision journey model is out since a couple of months, I still have to read it over and over again. And now I even have to post it here - just in case anyone has not seen it, yet. The model has absolutely striking implications when you think about all the existing measurement and management tools in use right now.
Here is the link to the article and educational videos on McKinsey's website. Just register, it's for free.