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Missing Dots and Gaps Finder Tool

Once you have completed the Customer Journey Builder and documented a real customer journey clearly the next step is not to fix anything. It is to see what is not there. Most journeys look tidy on paper until you read them as if you were the customer. Then the holes reveal themselves. The Missing Dots and Gaps Finder walks you through that moment without judgement or redesign.

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You work through three simple lists. First you look for missing dots. These are the moments where someone would naturally expect clarity trust or reassurance but nothing answers that need. Then you look for weak or broken connections. These are the handovers where momentum fades because the next step feels unclear or too big. Finally you note the silent drop off points. These are the places people disappear without explanation which makes them the most valuable gaps in the whole framework.

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The good news is you are not trying to be clever. You are only recording what exists and what is absent. The benefit is visibility. Instead of guessing why journeys leak you can see exactly where the leaks live. Instead of throwing more content into the world you know which dots would actually move people forward. When the time comes to fix and improve you are working with evidence not opinion.

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For full impact, use this tool on a desktop device.

Real life missing dots and gaps

The below missing dots and gaps is based on one of Mark Preston's (the creator of Connect Those Dots) businesses.

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EndorseHQ - The Trust Conversion Platform - Turn your trust into new customer revenue growth.

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Missing dots

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(Where clarity trust or delivery moments feel absent)

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Between case stories and pricing

  • Gap type: Trust

  • Missing dot: Short explainer of commercial uplift model so pricing feels justified

After pricing before demo request

  • Gap type: Trust

  • Missing dot: Risk reducer answering common blockers such as time budget approval complexity

Before contract approval

  • Gap type: Trust

  • Missing dot: Stakeholder oriented summary explaining why this makes business sense

After activation

  • Gap type: Delivery

  • Missing dot: First win guidance that helps prove early value internally

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Broken or weak connections

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(Handovers where momentum feels fragile)

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From 'Case stories' to 'Pricing'

  • Weak because: Emotional belief shifts to financial evaluation with no bridge

From 'Pricing' to 'Demo request'

  • Weak because: Asks for commitment without reducing perceived risk

From 'Demo request' to 'Sales deck'

  • Weak because: Slides assume tech literacy and skip context

From 'Uplift data' to 'Contract approval'

  • Weak because: Value is proven but justification is not framed for decision makers

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Silent drop off points

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(Where people disappear without explanation)

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After 'pricing page' but before 'Demo request'

  • What feels missing: Confidence that budget is justified compared to alternatives

After 'uplift data' but before 'Contract approval'

  • What feels missing: Internal pitch deck style summary for leadership

After 'activation' but before 'First renewal'

  • What feels missing: Clear internal reporting to show wins and maintain momentum

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Summary

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  • Total missing dots: 4

  • Clarity gaps: 0

  • Trust gaps: 3

  • Delivery gaps: 1

  • Broken or weak connections: 4

  • Silent drop off points: 3

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>>> Move forward to the Impact Priority Ranker >>>

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