I have found the marketing phrase “moments of truth” ridiculous.

The sense that how a business performs when a customer is highly engaged in our product, services or relationship dramatically enhances our continuing “bond” with that individual or organisation. There is very little scientific evidence that it sustains itself. After all, the internet service provider, who helps you miraculously re-connect your home WiFi after a storm but whose routine advice, preventative and contingent, results in fragile, frequent and costly network failures, is not going to retain your business.

It is the absence of consistently doing what has been promised (talent and judgement) that makes us ambivalent about the brand, and at its’ extreme, mad.

That is an important reminder for all businesses, large and small, in these extraordinary times. Are you consistently doing what has been promised to your customers?

If not, why not? (a problem needing solving or an innovation created)

If you are, how would your ideal present and future customers and prospects know it to be true? (independent validation)