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In this video tutorial, Jamal introduces the concept of customer journey mapping as a method to transform leads into loyal customers. He emphasizes that if potential customers are not willing to embark on a journey with a business, the business is likely to fail. To facilitate this process, viewers are encouraged to download HubSpot's free customer journey templates provided in the description. Jamal explains that a customer journey map is a visual representation of a customer's experience with a company, which helps understand customer needs and concerns that drive their actions. This map is likened to HubSpot's flywheel model, illustrated as a step-by-step guide to enhancing customer engagement.