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ZMOT
WINNING THE ZERO MOMENT OF TRUTH

By Jim Lecinski

CONTENTS

7

FOREWORD

9

CHAPTER 1:

15
CHAPTER 2:

by Dina Howell

Changing the Rulebook

The New Mental Model

23
CHAPTER 3:

31
CHAPTER 4:

37
CHAPTER 5:

ZMOT All Around Us

Ratings and Reviews: Word of MOT

Equal Thought, Not Afterthought

45
CHAPTER 6:

55
CHAPTER 7:

59

How to Win atZMOT

MOTs Next?

Keep It Going

61
APPENDIX

70
END NOTES

72 73

ACKNOWLEDGEMENTS

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 theirlives, if only we will listen anew every day. At Saatchi & Saatchi X, we recently conducted a study to understand the emotional 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 doreconnaissance to gain the insights they need, and they’re driven to bond with others and enrich relationships as they learn. They are motivated by a desire to take charge of their own identities and the well-being of their families and homes. The process of meeting those shopper needs begins at the Zero Moment of Truth. Most of us understand the critical decision moment at the shelf — the First Moment of...