First Moment of Truth

First Moment of Truth is a concept invented by P&G.
"According to Proctor & Gamble shoppers make up their mind about a product in three to seven seconds, just the time it takes to note a product on a store shelf. FMOT is considered the most important marketing opportunity for a brand. "

The First Moment of Truth.
There's a certain look people get on their face, when their eyes widen as the 'truth' dawns on them. They go 'a ha', or 'aaaaaaaaaa'. In that exact moment, they get it. If life had animation, FMOT would most certainly be portrayed with a lightbulb going 'ting' above someone's head.

On a totally different note, from another perspective altogether, this quote below serves as a FMOT on its own. It's an eye-opener and it enlightens. You need to read between the lines.

"Ugh, you make me sick. Have some fire. Be unstoppable. Be a force of nature. Be better than anyone here, and don't give a damn what anyone thinks. There are no teams here, no buddies. You're on your own. Be on your own." ~ Christina Yang, Grey's Anatomy