Jim Lecinski and the team at Google recently published a great handbook on what’s now knows as “The Zero Moment of Truth,” the most important new consumer interaction point that marketers, designers, technology professionals and anyone involved with consumers needs to understand.
In it, the Zero Moment of Truth (ZMOT) is defined as “where first impressions happen and the path to purchase begins,” and as “…a new decision making moment that takes place a hundred million times a day on mobile phones, laptops and wired devices of all kinds.”
I must admit, when I first saw the email come in telling me about it, I was less than curious. I’ve been working on that moment (and moments thereafter) for years to say the least. Finally, I downloaded it (it’s free) and started to read.
Gripping from the very first page, and a relatively short read, I found myself not able to put it down because it was describing this new world of interaction in a way that summed it up perfectly. In 2005, P&G coined the term “First Moment of Truth” and it defined a new generation of marketing. Now, the ZMOT will define the next for not only marketing, but more.
JNJ’s own Kim Kadlec has some great mentions throughout the book and she, along with others, does a great job of helping describe what the ZMOT means and how to take advantage of it immediately.
Be sure to give it a read if you want a great overview of what it is or why it’s important. Think that ZMOT doesn’t apply to you or your industry or that you don’t need to think about ZMOT for something like scotch tape or even dating – think again. Check out ” Winning the Zero Moment of Truth” and see why.
I wonder when someone will point out that the real moment of truth is when you’re creating the product – even before the ZMOT mentioned in the book.