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.

Stop Guessing What to Say. Start Using Their Words.

💬 If your messaging isn’t hitting, stop rewriting and start relistening.
Your best research? It’s already in your customer reviews. 👀

This week’s Leadership In Focus newsletter shows you how to:
✅ Use AI to mine real customer language
✅ Turn reviews into powerful messaging
✅ Build connection without the guesswork

🛠️ It's not magic. It's marketing that listens.
📩 Read the full piece: [Link]
✉️ Need help applying it? Reach out → contact@leadershipinfocus.ca