Ever since I attended a Google conference at their NYC offices this past spring where I heard a P&G executive talk about the “zero moment of truth”, I keep coming across versions of “the moment of truth”.

David Berkowitz does a great job breaking this concept down on the MediaPost blog in one of the better (and more concise) posts I’ve come across.

His analysis of the “infinite” moment of truth is profound. A customer willing to evangelize your product or service is the holy grail in marketing. You literally cannot buy that type of advertising.

If you run a marketing program, you should start out by thinking about how you can convert more customers into advocates. That should be your goal. If you achieve that goal, revenue will follow.