Moments of Proof vs. Moments of Truth

My last company dominated client experience for a decade, in large part due to something I called Moments of Proof and Moments of Truth.

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Here's the story:

I called a meeting and asked my team:

“What is everyone else doing to deliver their best client experience?”

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We filled a whiteboard with the usual suspects.

The things competitors brag about...

Then I said:

“Great. From now on, their best day is our average day. These are table stakes.

Now… what moments actually matter more, and what role do we play in them?”

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That’s where Moments of Proof and Moments of Truth were born.

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Moments of Proof are the obvious milestones that everyone promises. You have to deliver on them every time just to be in the game:

• The first day working together
• Helping them grab an early win in the first 30 days
• Guiding through firsts: first hire, first fire, first real revenue milestone.
• Celebrating when they hit a big goal
• Personal milestones (kids, marriages, big life changes)

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Everyone else stopped there.

We created our Moments of Truth.

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Moments of Truth are where your reputation is made. These are the moments where you demonstrate "the truth" about being the best:

• We roleplayed all of the hard conversations with them; firing a team member, telling a client it’s over, talking with a partner, even prepping for a first keynote. We practiced until they felt ready.
• We ran several meetings between partners who were at odds. We set a neutral agenda, helped them lay out the options and risks, and facilitated them choosing a direction and next steps.
• A client lost a loved one, so we stepped in and ran his staff meetings so the team stayed calm and the work kept moving.
• Another client had an employee/theft situation and had to navigate a cash pinch. We guided them through prioritizing what to pay and what to push, vendor communications, client communications, including an 'accelerated payment' promotion. We put together a simple cash plan to get them through it.

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We were a business coaching firm.

All of these "moments" go well beyond what they would have expected or even considered we might do.

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Our “secret” was having people who cared more and listened intensely.

We made them feel felt and supported when it’s messy, not just when it’s easy.

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You can deliver a stand out experience, if you will:

1. Map the "moments" in your customer's journey
2. Choose the "Truths" you’ll own (train for them)
3. Listen for opportunities
4. Show up when most people disappear

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Most of the competition will never get past the first list.

Write Goals so You Know What "Done" Looks Like

You've probably just set your Q4 goals, so I hope this is timely for you:

You’ll hit more of your goals if you structure them so they’re clear.

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Most business owners (unknowingly) set directions, not destinations.
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“Work on marketing.”
“Get better at sales.”
“Improve retention.”

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The problem they run into is that it's not clear what "done" looks like.

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Do this instead:

"WHO is doing WHAT by WHEN"
Example: “Nick B: Finalize the onboarding checklist by May 10.”

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👉🏻That's one of the three goal structures in my 4-page "How to Set Clear Goals for Focus and Follow-Through" Guide. It also explains the "Impeccable Agreement" and the best ways to provide updates on goals.

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Reply with the name of the city you're in and I’ll send it to you. 😉

Have a great rest of your week,

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#golden-1025