Journey Builder is one of the most powerful tools inside Salesforce Marketing Cloud — and also one of the most misunderstood.

Many teams approach Journey Builder as a way to “set up an automation.” A welcome series. A cart abandonment reminder. A re-engagement campaign.

And yes, it can absolutely do those things.

But if that’s all you’re using it for, you’re barely scratching the surface.

The real value of Journey Builder isn’t automation.

It’s orchestration.

John Cage once offered a simple instruction:

“Begin anywhere.”

It sounds almost too easy. Too casual. Too unstructured.

But the more I sit with it, the more I think it might be one of the most practical pieces of advice ever given.

We spend an extraordinary amount of time waiting for the “right” moment.

The right time.
The right energy.
The right level of readiness.
The right plan.

But here’s the uncomfortable truth:

There is no perfect starting point.

There is no magical alignment of conditions where you suddenly feel fully prepared, fully confident, and fully certain that everything will work.

If anything, clarity tends to show up after we begin — not before.