Respected author and Dean of the Rotman School of Management, Roger Martin discusses large companies' ability to change their way of thinking. He gives the example of business heavyweights Proctor & Gamble who paved the way for innovation in marketing after re-inventing their brand with the help of two very important factors.
Martin reveals the company's two moments of truth; a consumer's choice to buy their product and their ultimate satisfaction with it. While many focus on the second of the two points, Martin stresses the importance of understanding the first moment of truth.
One must be encouraged to buy a product, not because they find it but because it finds them with the help of effective marketing. The famed author encourages companies to take a more holistic view of the consumer, putting focus on more than just physical needs.