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.