Jan CarlzonMoments of Truth, 1987
Any moment a customer comes into contact with the business and forms an impression — SAS had fifty million such moments a year, each fifteen seconds long, that created or destroyed the brand.
A.G. Lafley / P&GFirst & Second Moments of Truth
The first moment of truth is at the shelf when the customer chooses; the second is at home when the product delivers — or doesn't.
The EclipseFrontiers® LensBrands are built fifteen seconds at a time.