It's the selfishness of the business owner or the marketer the prolongs the customer journey at an unnecessarily level.
In other words they take something that should be two steps for the customer - and make it 5 -10 steps.
They do this because it's what they want but not the customer.
The customer is already going through their own life. Their own journey - full of countless steps that cause them both pain and joy.
When you come into their world, you have to make it simple for them to enter your world.
That starts with being inviting and empathetic.