What does it really mean to design a business around clarity instead of complexity? In this episode, I’m joined by Alex Fearon, strategic marketer and founder of Maybe Later, who helps purpose-driven businesses map customer journeys that clients enjoy and teams can actually manage.
Alex shares how she created the Align Framework, a practical tool that combines audience insight, content strategy, and business goals without the jargon. We talk about why retention matters more than acquisition, how customer journey mapping reveals hidden gaps, and why human connection, not just AI, will define the next era of marketing.
She also opens up about team communication, breaking down silos, and how clarity can reduce fatigue and create joy at work.
This conversation is part of our CEO Series on the Honest Business Podcast, where we sit down with inspiring founders to uncover what it really looks like to lead and grow a business on your own terms.
Key Points:
Why every business has a customer journey (02:24)
Retention over funnels: the new marketing reality (09:14)
Spotting gaps and leaks that slow growth (12:59)
Busting myths: mapping doesn’t have to take weeks (30:22)
Tech, AI, and keeping the human touch (33:46)
Quiet ambition and leading on your own terms (51:58)
Connect with Alex on…
Instagram / its_maybelater
LinkedIn / alexandrafearon
Website https://www.maybelater.uk/
Connect with May on…
Instagram https://www.instagram.com/may.james_/
LinkedIn https://www.linkedin.com/in/maylaurajames/
Website https://www.mayjames.com
