Another admin role…
Okay, cool. My first thought was, yeah, I can do that. I’d spent over fifteen years in administration and customer service, and I was ready for a new start, a new life. My separation had been dragging on for nearly a year, with divorce on the horizon. If you’ve ever been in that place, you know how difficult it is to start over.
But issho came into my life for a reason. I didn’t yet understand what that reason was or how deeply it would impact me. A friend knew issho was building a team and introduced me to the founder, Eric. I was intrigued. Anything connected to health, wellness, holistic living, and the outdoors was absolutely my jam. I had a degree in wildlife management, worked in fire mitigation for the BLM, and spent countless hours in the field collecting data. After working with elk, bears, and hauling chainsaws up mountains, I figured—I could handle just about anything.
Still, starting over from scratch was harder than I expected. So when something crossed my path that involved being outside or connected people to nature, I was all in. And I already knew the startup world—it had unintentionally become a pattern in my life. My last startup had been my “baby,” and divorce strips a lot away. So I understood the frustrations, the tests of patience, the thrill of the unknown, and the sheer tenacity it takes to build something from nothing. Anyone stepping into that arena had my deep respect.
And the concept? It sounded genuinely exciting. So I was in. Yes! I wanted to be part of this adventure.
A Different Kind of Business
When I joined the team, issho had been going on for about a year, and I was blown away by the concepts, the ethos, and the experience of everyone on the team. Soon I came to find out that issho wasn’t just another corporation—I’d been in corporate before. issho was different from the start—the people were different—what they were offering was different—and now I know why.
I remember Eric asking me to take the position of Customer Journey Lead and make it my own. As this company’s evolution has morphed and settled—as all startups do—I now understand why he did. I clearly see now the vision of what Customer Journey Lead means to me for issho.
My Role, Redefined
There are a few words that really come to my mind when I think of Customer Journey Lead for issho—leadership, attunement, and stewardship. What is a Customer Journey Lead? The obvious answer is to guide customers through every stage of their experience with a company. But I see the role as not just leading a process. The journey of the customer here at issho isn’t just about how to move someone through a sales pipeline or to build a timeline. The leadership aspect of this role is more about how to support a customer—emotionally, psychologically, and even spiritually—as they move from envisioning a home to actually inhabiting, creating, and ultimately becoming a part of it.
It begins with awareness;
with attunement;
with how we listen for what isn’t said.
We help people articulate their deeper why, the reason behind their choices, so their home aligns with who they truly are. What is their dream, their desire? What are the fears they hold, even if they don’t yet voice them?
The leadership of this role is also stewardship: guiding our customers so they never feel lost in the process. Our conversations help them explore what’s possible, balance vision with practicality, and imagine how their daily life will flow—how the systems harmonize, how the light will move, and how the home will breathe with them.
Our habitats aren’t just places to sleep; they’re living, breathing ecosystems that reconnect people to the planet—and to themselves. A generative lifestyle isn’t a trend; it’s a return to relationship with the earth, and with each other. Our homes can be alive—generating energy, air, water, and food—and regenerating the people who live within them.
The Customer Journey Lead comes into this role with curiosity. As humans, we question—especially the unknown—but that unknown is also the catalyst for excitement. We guide our customers so they feel supported from start to finish—to enjoy this frontier they’ve chosen, to dream big, and to be part of this pioneering movement of generative living.
Every decision—from materials to systems to aesthetic—carries emotion: belonging, self-expression, conscious choice, and connection. Connecting to nature deepens our connection to ourselves and to those around us. This is a co-creative space. We help people discover the kind of life they want so they take ownership of it, live with pride, and move through their days more consciously. People don’t just remember the end product; they remember the experience—and how they felt along the way.
Here at issho, we want to redefine what it means to lead a customer. We want them to have a transformative and connected experience—not just a timeline of touchpoints, but a dynamic, deeply human process—and to be guided through a transformation where their home becomes a reflection of who they are, what their values are, and what they deeply connect to. Guiding through transformations is my gift, my purpose, and my joy. At issho, we’re all about togetherness, about connection—we’re so much more than just building homes or installing new technology. The relationships built with our customers and within our team are truly special—the connections my heart and soul so deeply needed back then.
And it started with “just another admin role.”
—Ambrosia Dunn
Customer Journey Lead
