5 Leveraging the Consumer Journey
When Gino Greganti went to war in Afghanistan, he felt like a hero. When he came home, he felt like a zero.
He was a classic Marine: tall, lean, and handsome. Just after arriving at Camp Rhino, the first US base established in Afghanistan, Gino and two others were pinned down on the roof of a building by Taliban gunfire. A Huey Cobra helicopter took off about 200 yards away and, after taking heavy fire, exploded in midair. Chaos ensued. Gino could hear bullets whizzing past his head as he crouched behind a wall for hours, his adrenaline flowing uncontrollably. A few months later, when he returned from Afghanistan, Gino suffered from post-traumatic stress disorder (PTSD) and chronic feelings of worthlessness. ...
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