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The Momentum Effect: How to Ignite Exceptional Growth by J. C. Larreche

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Chapter 9. Vibrant Satisfaction

Moments of Truth

The most important moments in the relationship between a company and its customers are the intersections, the points where they encounter each other. This is when value is delivered—the moments of truth,1 as Jan Carlzon, the former head of Scandinavian Airlines, termed them. It is irrelevant who instigates them or where, when, why, or how these encounters happen. Every single one of these moments matters.

For his company, Carlzon said, they represented fifty million battles that he could win or lose. At the other end of the scale, A.G. Lafley, chief executive of Procter & Gamble, wants his whole organization to focus on two crucial encounters:

There are two moments of truth that we compete for. ...

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