There is a zero moment of truth.
Google researched this a few years ago, and the upshot of the idea is, that, due to the amount of content we are consuming on a daily basis, the modern Western consumer has so many more options to try and research before they buy.
There are other elements that tie into this, including the brand being what customers says that it is and advice to brands on how to avoid interruptive advertising, but the idea remains relevant for us in the conflict fields.
For practitioners and participants in the process of conflict, the nature of change and attaining the skills to be successful at managing conflict and change, there is a zero moment of truth as well.
We talked a little bit about that in this post here, but it remains indicative of our modern day that the zero moment of truth—the moment at which we decide to pre-shop our notions, read and get advice from others, watch a conflict video on line, or ask questions of other individuals—for conflict practitioners, is a moment of great impact.
But for participants in conflict, there seems to be a dearth of materials and resources, leading to the ultimate moment of truth, where conflict participants attempt resolution themselves, and may succeed, fail or just surrender.
-Peace Be With You All-
Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: firstname.lastname@example.org