Trace your work to the customer who feels it
A simple canvas that helps you trace forward from one person's role and responsibilities to the moment a customer feels their work, with an honest read of the impression they are likely to receive. The core tool of the Signature skill builder workshop, also used in other Brand-focused sessions.
Line of Sight is a literal left-to-right line, from a person's desk to the customer, filled in for one piece of their own work. The exercise has six steps:
The move it teaches is that the line always reaches the customer, even from the most buried desk, and everyone owns a point on it. The point is to see the signature you produce, mostly on autopilot, and decide where to make it deliberate.
The participant can name a surface they personally produce, trace it forward through its handovers to the moment a customer experiences it, and notice the impression it creates. They leave able to read their own work as brand, and clear on one surface they will give deliberate focus.
Line of Sight is the centrepiece. Teach it with one worked example before anyone fills in their own, then run it solo or in pairs.
Walk one worked example all the way down the line, in front of the room, so participants see the tool in use before they trust it with their own work.
Each person traces one piece of their own work through all six steps, ideally including the impression test against a real piece of feedback.
Pressure-test each other's line, push for specificity, and find the point to make more deliberate. For an intact team, this is where the maps can stitch together into one shared customer journey and the room hunts for handover gaps.
Reach for Line of Sight when you want people to see how their own work reaches the customer, and to choose where to make their signature deliberate.
Using this tool with a skilled facilitator means that discussions are focused, time is used efficiently, and the group moves toward consensus, making the session productive and impactful.
