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FLEXO Magazine : July 2013
Industry Indicators The Journey of Truth ZMot, FMot, sMot & their application in the Printing industry By Michael impastato In 2005, Proctor & Gamble initiated a company wide cam- paign to its employees and suppliers around the concept of First Moment of Truth (FMOT). The concept P&G wanted everyone to understand was related to that moment in time where the consumer looks at the shelf in the retail outlet and chooses a product for purchase. This activity of choosing a product takes between three seconds and seven seconds for the consumer. P&G contended that this was the FMOT. P&G wanted to win that FMOT and have the consumer choose its product from all the choices on the shelf. The prod- uct had to immediately grab the attention of the consumer and convince the buyer to purchase the product. It’s impor- tant to win the FMOT for any consumer product company (CPC). Sixty-six percent of new products launched into the market fail within two years. The cost of developing and launching the product is great; and success is often depen- dent on winning during the FMOT. P&G spent significant time educating its employees and supply base around the importance of the FMOT, and has in- grained the FMOT as part of its corporate culture. Everything P&G does is intended to support its success during the FMOT. But, P&G didn’t stop there with its philosophy. Beyond FMOT is the Second Moment of Truth (SMOT). The SMOT 20 FLEXO July 2013 www.flexography.org VALUE-ORIENTED VISIBILITY • Whether we sell inks, plates, aniloxes, pumps, doctor blades, chemicals, or any of the many different consumables and equipment used in the printing industry; we may still see some application for the Journey of Truth • Unlike the consumer FMOT, the B-to-B supplier’s FMOT may also include an actual trial of the product to ensure fitness for use. FMOT is the exact point at which business is awarded • In the B-to-B world, we have one hurdle to face; minimization of risk to the buyer • The ZMOT is about the brand and reputation of the company, more than it is about the product • By winning the SMOT, we cultivate a business base we can grow upon; and eliminate the customer turnover, which is both expensive and energy intensive. • Offering value to a customer, reducing the risk for change and delivering the promised value are well understood precepts for success in our business