We are much given to describing activities as ‘journeys’. A project, the customer experience, even our own personal development is all described that way. A journey is then depicted as if it were a physical movement from one place to another. We talk about the target on the horizon, we discuss the progress we have made (especially when it is hard to see that the target has moved any closer) by ‘looking back at where we have come from’. We talk about overcoming obstacles, and we risk being diverted.