The document discusses how the traditional marketing funnel model of consumer purchase decisions is outdated and no longer applicable, as consumers now have more options and access to information throughout the purchase process. It notes that purchase decisions now involve more research, evaluation of alternatives, and engagement with brands beyond just the point of purchase. The document calls for marketing and engagement strategies to align more closely with the evolving consumer decision journey, with a focus on ongoing interactions and experiences rather than one-time transactions. It advocates for a new capability model centered around understanding and engaging consumers at all touchpoints.