ZMOT WINNING THE ZERO MOMENT OF TRUTH By Jim Lecinski C O N T E N T S C O N T E N T S 7 9 15 FOREWORD CHAPTER 1: CHAPTER 2: by Dina Howell Changing the The New Rulebook Mental Model 23 31 37 CHAPTER 3: CHAPTER 4: CHAPTER 5: ZMOT All Ratings and Reviews: Equal Thought, Around Us Word of MOT Not Afterthought 45 55 59 CHAPTER 6: CHAPTER 7: Keep It Going How to Win MOTs Next? at ZMOT 61 70 72 APPENDIX END NOTES ACKNOWLEDGEMENTS 73 ABOUT THE AUTHOR 5 FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD FOREWORD F O R EWO R D DINA HOWELL Chief Executive Officer Saatchi & Saatchi X I’m passionate about marketing. to them. They browse, dig, explore, dream I believe consumers will tell us what they and master, and then they’re ready to buy want and need in their lives, if only we will with confidence. And what they learn, they listen anew every day. share with others. At Saatchi & Saatchi X, we recently The Zero Moment of Truth influenc- conducted a study to understand the es which brands make the shopping list, emotional benefits that drive and influ- where shoppers choose to buy and with ence shopping behavior. Those benefits, whom they share the results. It’s up to us we found, include the satisfaction of deep to join the conversation at this new mo- needs for self-creation, mastery, security ment where decisions are being made, and and connection. to provide the information that shoppers Shoppers today want to explore and naturally crave, in all the ways that they think about how products can improve crave it. their lives. They do reconnaissance to gain I’ve known and respected Jim Lecinski the insights they need, and they’re driven for many years. He and the Google team to bond with others and enrich relation- have been trusted colleagues and advisers ships as they learn. They are motivated by through the amazing growth and new op- a desire to take charge of their own iden- portunities of the online world during my tities and the well-being of their families tenure at Procter & Gamble, as well as in and homes. my current agency leadership role. The process of meeting those shopper This book will help anyone interested needs begins at the Zero Moment of Truth. in those new moments before people buy, Most of us understand the critical de- those Zero Moments of Truth where first cision moment at the shelf — the First impressions happen and the path to pur- Moment of Truth, as we named it when chase often begins. If you care about help- I was at Procter & Gamble. Yet today’s ing shoppers explore, dream and find what consumers know so much more before they’re looking for — in short, if you’re they reach the shelf. They find incredible passionate about the future of marketing detail online, from every possible source, — this book is for you. about the brands and products that matter 7 CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULE- BOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANG- ING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULE- BOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANG- ING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULE- BOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANG- ING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULE- BOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANG- ING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULE- BOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING THE RULEBOOK CHANGING