Henri Cartier-Bresson said “To me, photography is the simultaneous recognition, in a fraction of a second, of the significance of an event as well as of a precise organization of forms that give that event its proper expression.” He called it the ‘Decisive Moment.’
The ‘Decisive Moment’ in marketing is identical. Most of us recognize the importance of a moment, an action, event or a special experience when it happens.
The sales assistant who we feel ignores us, the overzealous guard or any other part of the user experience that shifts our mood – the Decisive Moment.
Ever looked at a product that you are pretty certain you want – your heart is already sold, but your logical mind wants reassurance that you have made the right decision – and have an insensitive sales person go through a standard pitch without listening to you? I have – and walked out without buying!
Somewhere in there was a Decisive Moment, the point at which the sale was lost. Or the moment when something happened or someone said or did something that shifted your perception significantly. It can be a small thing, but it has a big impact on you – and on your perception of the Brand Promise.