I am the Chief Amazement Officer at Shepard Presentations. As a customer service and experience expert, I help organizations create amazing customer and employee experiences.

My books have appeared on bestseller lists including the New York Times, Wall Street Journal, USA Today and others. In 2008 the National Speakers Association inducted me into their Hall-of-Fame for lifetime achievement in the professional speaking industry.

The author is a Forbes contributor. The opinions expressed are those of the writer. In the early 1980s, I read a career changing article (at least for me) on the concept of the Moment of Truth. The author, Jan Carlzon, president of Scandinavian Airlines, defined the Moment of Truth in business with this statement: Any time a customer comes into contact with a business, however remote, they have an opportunity to form an impression.

It was Carlzon’s position that if you managed every interaction to create a positive outcome, the business would be successful. That theory proved right for his airline, which eventually became one of the most admired in the industry. (AP Photo/Johan Nilsson, SCANPIX) The Moment of Truth concept is sound and powerful. And, it has now crossed over into sales and marketing as others have embraced the term to describe different customer and consumer behaviors.

Here is a brief history of the Moment of Truth. As mentioned, the concept of the Moment of Truth was introduced in the 1980s by Jan Carlzon. Some 20 years later, in 2005, A.G.

Lafley, Chairman, President and CEO of Procter & Gamble, came up with his version of Moments of Truth. Rather than customer service, these were focused on consumer sales. Basically, he said there were two Moments of Truth, and he later added a third: 1. The first Moment of Truth is when the customer is looking at a product.

This can be in-store or online. The second Moment of Truth is when the customer actually purchases the product and uses it. The third Moment of Truth that he added is when customers provide feedback about the product.

They share it with the company as well as their friends, colleagues, family members, etc. It was in 2011 that Google came up with another Moment of Truth, which it referred to as the Zero Moment of Truth (ZMOT). This refers to when a customer is researching a product. It happens before they ever buy. They are looking at websites, reviews and more. Then, in 2014, came up with a version, which it called the Less Than Zero Moment of Truth (.

Define Moment Of Truth

Following the news that Apple had for iOS 12 around stability and performance over new features, many were quick to liken the move to a “” of iOS. In recent years, the phrase has reached status in the, a catch-all referring to stable software and “the good ol’ days” of the Mac. But how did this perception develop?

Was Mac OS X Snow Leopard really the gold standard of software releases, an undefeated champion in the halls of computing history? Believe it or not, the meme is almost as old as the software itself. Shortly after the July 2011 release of Mac OS X Lion, Snow Leopard’s successor, some Mac users were already looking back nostalgically. Tweets from as early as refer to Lion as a “step back.” The popularity of Snow Leopard wasn’t the result of one decision, but a combination of factors. Apple started the ball rolling at the announcement of Snow Leopard during WWDC 2009 by marketing it as having “.” Mac OS X Leopard had been a blockbuster release with over 300 new features, and Snow Leopard was a refinement. The best version of OS X was obviously — nilay patel (@reckless) In February 2015, that Apple was planning a focus on stability and performance in iOS 9 – a story that sounds very familiar to the recent reports about iOS 12. Comparisons to Snow Leopard were.

An article on 512px even a “Snow Leopard Moment.” Over the past two years, the legend of Snow Leopard has steadily grown, its mythology spreading with every new discussion about Apple software. “Apple’s apps need work,” Walt Mossberg in early 2016. In June of the same year, another article “OS X 10.6 Snow Leopard Is Still Good Enough for Me.” Stephen Hackett’s review of macOS High Sierra if the release would be a “modern Snow Leopard.” In December 2017, Phil Schiller to some of the recent bugs plaguing iOS and Mac customers.

Snow Leopard has now reached meme status, the punchline of jokes.