From Truth to Trust
Back in 2005 Proctor & Gamble identified when consumers make a decision to purchase and called it the First Moment of Truth or FMOT. Now Google’s managing director and chief evangelist, Jim Lecinski, has taken P&G’s term and written a book called, Winning the Zero Moment of Truth.

According to Lecinski, the expanded use of search and social communities is a very important change in how consumers buyer and marketers need to make changes to their plans.

Takeaway
While I haven’t read the book yet, I believe a brand needs to quickly move from ‘moments of truth’ to ‘moments of trust’.  How long does it take to go from truth to trust? That depends on where the consumer is with the experience anatomy. Each transaction based on relevancy, price or convenience gets you closer.

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