In 2005, Proctor & Gamble initiated a company wide campaign 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 product had to immediately grab the attention of the consumer and convince the buyer to purchase the product. It's important 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 dependent on winning during the FMOT.
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