7 Myths and 7 New Truths About Customer Journeys That Could Change Everything
By Coco Sellman
🌐 Featuring the Customer Journey Map™ — Free Until July 13th!
Welcome back to the Force for Good Community on Substack!
What if everything you’ve believed about your customers—their needs, their fears, their journey—was only half true?
As founders and leaders, we all carry assumptions.
You might believe you know your customers because you see their orders, read their surveys, or analyze their reviews. But assumptions are a dangerous place to build strategy. They quietly create blind spots—draining revenue, loyalty, and impact.
If you want to build a business that scales without your constant involvement, you must trade assumptions for evidence.
Challenge Old Beliefs
It’s time to challenge the old beliefs and step into a new era of customer experience.
Here are 7 myths founders often hold onto—and the new truths that set you free.
7 Myths & 7 New Truths
Real-World Examples
Allumé Home Care
At Allumé Home Care, we learned that the customer journey doesn’t end with a signed contract. By extending our focus to post-enrollment, we created a nurturing experience for parents—making them feel seen and supported. This shift resulted in higher retention and deeper trust, fueling our growth.
Hello Seven (Rachel Rodgers, Founder & CEO)
Rachel Rodgers, founder of Hello Seven, transformed her business by obsessively mapping the emotional journey of her customers—from skeptical browser to committed member. By identifying emotional highs and lows, Hello Seven redesigned its onboarding and community experiences, leading to higher engagement and a surge in membership growth.
HopSkipDrive (Joanna McFarland, Co-Founder & CEO)
HopSkipDrive, a ride service for children led by Joanna McFarland, leveraged customer journey mapping to understand the fears and concerns of parents entrusting their kids to a new service. By addressing these emotional touchpoints—through transparent driver vetting, real-time tracking, and proactive communication—HopSkipDrive built a foundation of trust that drove rapid adoption and loyalty among families.
How to Apply These New Truths
Ready to trade assumptions for clarity and unlock sustainable growth? Here’s how to bring the new truths into your company:
1. Download the Customer Journey Map™
(It’s free this week—details below.)
2. Choose One Shared Avatar Description
Not a generic segment—one vivid, fictional customer you can imagine in detail.
3. Walk Through All 17 Steps Using the 5 Lenses
For each step, ask:
What is she physically experiencing?
What is she thinking?
What is she feeling?
Who or what is she interacting with?
What systems are at work?
4. Highlight Where You’ve Been Operating on Myth Instead of Evidence
Identify assumptions you’ve made and replace them with real insights.
5. Commit to One Change This Month
Choose one actionable improvement based on your findings and implement it.
Call to Action
Are you ready to trade assumptions for clarity and build a business your customers never want to leave?
For a limited time, you can access the full Customer Journey Map™ and a step-by-step video masterclass—free until July 13th.
👉 Download your copy here:
https://aforceforgood.biz/weekly-tool/
This article is part of the Force for Good ToolKit Series. The full FFG ToolKit is available with the book, A Force for Good: Empowering Visionary Women to Lead High-Impact, High-Growth Enterprises.
Got a question about building, scaling, or selling your business? Ask me anything.
Whether you're stuck on growth, dreaming about an exit, or just need a sounding board—I’m here for it. Drop me a line at coco@aforceforgood.biz. I read every single email myself and reply to as many as I can.
And here’s the fun part: the most thought-provoking questions may be featured in a future issue (with your blessing, of course), so we can lift others while we learn together.
Watch the companion episode to today’s article with Coco Sellman on the Force for Good Business Show:
Apple Podcasts:
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About the Author:
Coco Sellman believes business is a force for good, especially with visionary women at the helm. With over 25 years of entrepreneurial experience, she has launched five companies and guided over 500 startups. As Founder & CEO of A Force for Good, Coco supports purpose-driven women founders in unlocking exponential growth and prosperity. Her recent venture, Allumé Home Care, reached eight-figure revenues and seven-figure profits in just four years before a successful exit in 2024. A venture investor and advisor, Coco’s book, A Force for Good, reveals a roadmap for women to lead high-impact, high-growth companies. She is the host of #WisdomOfWomen Show and the Force for Good Business Show. Coco partnered with ChatGPT and Perplexity to write this article.
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