Introduction When running a business, it’s natural to believe you fully understand your activity, your offers, and how they should be presented. And that’s true… from your perspective. However, from the customer’s point of view, the reality is often quite different. Between what you offer and what your customer actually understands, there can be a significant gap. This disconnect, although sometimes invisible, directly impacts your performance. Improving your customer journey is not just about technical adjustments. It starts with a shift in perspective: seeing your business through your customer’s eyes. 1. A common gap between the business and the customer Businesses tend to think in terms of offers, features, and expertise. Customers, on the other hand, think in terms of needs, problems to solve, or goals to achieve. This gap often results in content that is too technical, information that lacks clarity, and user journeys that are not always intuitive.