You Aren't Journey Mapping
I hate to tell you this, but you're just not.*
I've been doing a bit of speaking lately, either about journey mapping or with journey mapping as a piece of the talk, and I've learned a lot - or, rather, confirmed a lot. Namely, you might think you're journey mapping; you call it journey mapping; but it's not really journey mapping.
Here's what happens.
I start by asking the audience if they're mapping customer journeys, and a bunch of hands in the room go up. A lot of hands, as a matter of fact.