![]() Why? Because the questions in that moment, the questions that get the green light, are questions of truth. In fact, (and you know this if you have kids) if you try to force a change, you’ll often get the exact opposite as those mental heels start digging in.īut the moment there’s a question, there’s a choice. That’s because, as humans, we’ll go to rather extraordinary lengths to preserve our beliefs and to hold fast to our goals. Yet, in each of those cases, people don’t end up asking that key question. Things they didn’t previously know or might disagree with. That’s information, right? Or, your instinct might say to give people information they would question. (Too) often we resort to lists of features and benefits to try to convince people to change. So, how do you create that moment and that question? Regardless of which or what kind of moment of truth we’re talking about, though, in each case someone has to absorb and process information and, as in stories, answer the question, “What will I do now?” Google added a “zero moment of truth” to describe the online research and decision-making that precedes the decision to buy. You can see why Proctor & Gamble chose “moment of truth” to describe three critical moments in the buyer’s experience: the moment when they first engage with product or brand (and decide whether or not to buy), when they use the product (and evaluate the experience), and when they can share that experience publicly (and decide whether or not to do so). It’s the moment where they have to answer a question for themselves: “What will I do now?” And more specifically, “What will I do with this new information I have?” Sometimes it’s called the “climax,” sometimes it’s called the “point of no return.” Regardless of what it’s called, it’s the moment where the main character has to make a decision. In fact, all great stories have a moment of truth. If you could create them, engineer them, for yourself or for others.Īfter all, storytellers create them all the time for characters in their stories. I mean, just imagine what could happen if you could unlock the secrets of those moments. ![]() I’m kind of obsessed with that moment because of the power it holds. ![]() In each of them I can pinpoint the moment the light changed, the moment I changed. I think most, if not all, of us have had at least one moment like that, don’t you? I think back to some of mine: when I decided to lose weight, or start a business, or run again. I mean those times when the traffic light of change in someone’s mind suddenly flips from red to green. What really happens in a moment of truth?Īnd I don’t mean the Procter & Gamble, marketing, or even Google “moments of truth,” though I’ll get to those in a minute.
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