On This Journey . . .

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On the other hand, if 'journey' refers to an actual, physical journey, at least in the singular 'on' will be the better choice, as it (loosely) describes an event, even if that event may stretch over a longer period of time.

This is the story of a journey, with each movement representing a phase of that journey. The first movement, Charmed with Possibilities, is a musical representation of Chicago. During the improvisation solos, the time moves fluidly between a measure of six and five. The meter and key change often, evoking a sense of the ever-changing city.

The experience of US automobile manufacturers shows why marketers must master these new touch points. Companies like Chrysler and GM have long focused on using strong sales incentives and in-dealer programs to win during the active-evaluation and moment-of-purchase phases. These companies have been fighting the wrong battle: the real challenges for them are the initial-consideration and postpurchase phases, which Asian brands such as Toyota Motor and Honda dominate with their brand strength and product quality. Positive experiences with Asian vehicles have made purchasers loyal to them, and that in turn generates positive word-of-mouth that increases the likelihood of their making it into the initial-consideration set. Not even constant sales incentives by US manufacturers can overcome this virtuous cycle.

For some companies, new messaging is required to win in whatever part of the consumer journey offers the greatest revenue opportunity. A general message cutting across all stages may have to be replaced by one addressing weaknesses at a specific point, such as initial consideration or active evaluation.

To look beyond funnel-inspired push marketing, companies must invest in vehicles that let marketers interact with consumers as they learn about brands. The epicenter of consumer-driven marketing is the Internet, crucial during the active-evaluation phase as consumers seek information, reviews, and recommendations. Strong performance at this point in the decision journey requires a mind-set shift from buying media to developing properties that attract consumers: digital assets such as Web sites about products, programs to foster word-of-mouth, and systems that customize advertising by viewing the context and the consumer. Many organizations face the difficult and, at times, risky venture of shifting money to fundamentally new properties, much as P&G invested to gain radio exposure in the 1930s and television exposure in the 1950s.

Finally, content-management systems and online targeting engines let marketers create hundreds of variations on an advertisement, taking into account the context where it appears, the past behavior of viewers, and a real-time inventory of what an organization needs to promote. For instance, many airlines manage and relentlessly optimize thousands of combinations of offers, prices, creative content, and formats to ensure that potential travelers see the most relevant opportunities. Digital marketing has long promised this kind of targeting. Now we finally have the tools to make it more accurate and to manage it cost effectively.

Common usage would be in my ... life, and on my journey.... I guess, in the heat of the moment, one of the two had to take precedence. That he said 'in' suggests that he was thinking of more his life than of the journey, perhaps.

You can join us on this Road to Zero. Whether you drive to work, ride a bike or scooter to school, work as a local city official or are just a concerned community member, we can all take action to become safer road users and encourage our loved ones to do the same. We know what works. We just have to do it. Here are some ways you can get involved:

EPA continues to take actions as a direct result of conversations with communities on this tour, as we renew our focus on environmental justice while protecting human health and the environment of all people, no matter the color of their skin, their zip code, or how much money they have in their pockets.

The Chumash people were on Limuw a beautiful island, and really provided very well for the people. Kakunupmawa created this rainbow bridge. Kakunupmawa told the people, "Don't be scared, just don't look down." But of course some people did look down and some of them fell into the ocean drowning and calling out for Kakunupmawa to save them. He took pity on them and turned them into dolphins.

[Reggie Pagaling] Water is life. Life is water. You know, we all have a balance in it. It is part of who we are. It is part of our relationship with all the ocean creatures as well as those that fly. It's a annual trek in which we recognize our former villages that are out there and the journeys that our people, my tribal people, learned how to develop their maritime skills. And we continue to do that now.

[Toni Cordero] The crossing, it means a lot of different things to different people. It's partly about reclaiming our maritime culture and it's very important because we lost it for so long. We were still a people but it was hard for us to find ways to express that and this is something that we do as a community and we do it for our community and for the ancestors and we paddle out to Santa Cruz Island. We are very closely tied to the ocean. I personally feel like I get strength, calmness, serenity, healing from the ocean.

[Reggie Pagaling] At the time we begin our journey, over on the islands we have people who have started a sacred fire. And on that fire they're praying for us to be safe going across. We have a saying among canoe families that every paddle is a prayer. So as we go through the dark water we're praying the whole time and there's nothing I can put into words that would really fully describe it other than that this part of the spiritual journey, this is where we can go ahead and connect with our spirit. Completing the cycle.

[Steve Villa] Once we change to the final crew we'll be heading into Limu and into the village of Swaxil and then that's where our families are waiting for us there and all night they're praying for us to have a safe journey because when it comes down to it we want to go from point A to point B safely.

That partnership is exactly what the word is. It's a partnership that has happened between the two entities to create everything that's going on right now, and they rely upon each other. We're just grateful that we've been able to be together on this journeyand it's a journey for both of us.

[Toni Cordero] The very first time I paddled, I just had this incredible connection with the ocean, the air, the sunlight, the breeze, the sound that the waves made lapping against the side of the tomol. It felt like coming home. For many people it's a return to where many of our ancestors came from.

We are not a relic of the past. We continue to exist now. Our culture, it continues to exist. And that this is not a reenactment of a crossing, this is a crossing. This is not a replica of a tomol, it is a tomol. We are not just descendants of Chumash people, we are Chumash people. And I think there's a tendency of the non-native community to think of us in terms of having existed in the past. Our culture is alive. It's continuing, it's growing, it's thriving. And one of the things that we do to make sure that it does continue and that it does thrive are things like the tomol crossing. But it's the dozens of people who are out on the island who are spiritually making this crossing with us and we are making it for them and all the ancestors who we are in communion with when we do this. 7:30 in the morning, got less than six miles to go 2b1af7f3a8