El momento cero de la verdad

ZMOT
WINNING
THE ZERO MOMENT
OF TRUTH

By Jim Lecinski

CONTENTS

7

9

15

by Dina Howell

Changing the
Rulebook

The New
Mental Model

23

31

37

ZMOT All
Around Us

Ratings and Reviews:
Word of MOT

45

55

How to Win
at ZMOT

MOTs Next?

61

70

FOREWORD

CHAPTER 3:

CHAPTER 6:

APPENDIX

CHAPTER 1:

CHAPTER 4:

CHAPTER 7:

ENDNOTES

CHAPTER 2:

CHAPTER 5:

Equal Thought,
Not Afterthought

59

Keep It Going

72

ACKNOWLEDGEMENTS

73

ABOUT THE AUTHOR

5

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FOREWORD
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
want and need in their lives, if only we will
listen anew every day.
At Saatchi & Saatchi X, we recently
conducted a study to understand theemotional benefits that drive and influence shopping behavior. Those benefits,
we found, include the satisfaction of deep
needs for self-creation, mastery, security
and connection.
Shoppers today want to explore and
think about how products can improve
their lives. They do reconnaissance to gain
the insights they need, and they’re driven
to bond with others and enrich relationships as they...