Your customer journey might be beautifully designed.

It might also be completely made up.

This week’s Leadership In Focus newsletter follows a persona workshop where I become the customer.

Apparently I:
✔ saw the ad
✔ loved the pop-up
✔ felt emotional about the packaging
✔ immediately bought
✔ told my neighbors

Angels sang. Everyone high-fived.

There’s just one problem.

None of it came from customers.

It came from imagination.

Inside this issue:
→ why most journey maps are fiction
→ where the real data is hiding
→ how to rebuild your path to purchase using evidence, not vibes

Because you can map whatever journey you want.

Your customers will still take the real one.

EasCan didn’t need a new story — they needed their real one reflected. See how turning customer truth into brand strategy transformed their voice, unified their team, and helped shape our BrandTruth Alignment approach.

🌟 Stressed, Burned Out, and Overwhelmed? Let’s Fix That.
This week’s Leadership In Focus: Weekend High-Five tackles the whirlwind of holiday stress, energy management, and how to finish strong this year. 🦏🚜🦃
🎯 Big Ideas:
➡️ Aligning your actions with your values
➡️ Taking ownership of your responsibilities
➡️ Protecting your energy
➡️ Recommitting to what truly matters
➡️ Building teams that thrive on trust and fun

✨ Ready to finish the year with purpose and clarity? Click the link in our bio to read more and reflect!

P.S. Which leadership idea resonated with you the most this week? Let us know! ⬇️