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.

When Michael Jordan was asked what he loved most about basketball, he didn’t say winning. He said practice.

Because practice was pure: no pressure, no show, just the game.

What if our workplaces were the same? Where people didn’t gear up to impress leadership, but showed up as their best selves every day.