You've launched before, your audience knows you, and your offers have sold successfully.
So surely launching your next offer should be easier...
Right? Not always.
In this episode, I share the behind-the-scenes story of working with Krista Miller from Summit in a Box on the launch of a brand-new offer. While Krista had years of experience and a loyal audience, one thing still stood in the way:
Founder bias.
Let’s unpack why being an expert in your own business can make it harder to see the messaging gaps, assumptions and blind spots that can derail launches before they even begin.
If you've ever questioned whether your next offer will land, this episode is your reminder that sometimes the biggest breakthrough comes from borrowing someone else's perspective.
What we cover:
- Why successful launches can create dangerous assumptions
- The hidden impact of founder bias on your messaging
- Why audience research is about much more than writing better copy
- How customer insights shape offers before they're built
- The difference between assumptions and evidence
- Why experienced business owners still have blind spots
- How objective feedback transforms launches
- The role customer journey design plays before someone ever buys
View the episode transcript here.
Where to from here?
Grab the 2026 State of the Customer Report FREE right here.
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Join Retention Lab🧪, the community to help you build a signature customer experience that keeps people coming back, gets them talking and grows your business without you having to start from scratch every single month. Join here!
Find out how you can get my strategic customer experience brain on your brand here.
Check out my favourite CX tools and resources here.
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