True Measures: A.G. Lafley

May 21, 2009

In A.G. Lafley’s, head of Procter & Gamble article about the four things only a CEO  (see this post) can do, he defined two critical moments of truth for customers.

First, when the customer chooses P&G product over all others in the store; and second, when she or a family member uses the product and it delivers a delightful and memorable experience – or not.

He changed the focus of his organization from satisfying internal processes to finding out how they could win the “consumer value equation” at these two moments.  This meant P&G employees got out of the office and lived with consumers for days to observe and think of new products or product modifications that might be useful.  He replaced paintings from local artists at headquarters with photos of consumers in the two moments of truth.


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