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Moments of Truth & Magic

Jan Carlzon, who turned SAS Airlines around in one year, coined the term "Moments of Truth." Moments of Truth occur THOUSANDS of times a day in every business. He believed that the relationship with the customer was recreated (in 15 second increments) in every Moment of Truth. He believed the company, SAS Airlines, in fact, was "recreated" 50 MILLION times, 15 seconds at a time, every year! He taught the people who worked with him that those 50 million Moments of Truth were the moments that would determine whether or not they succeeded or failed.

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​127 South Peyton Street
Alexandria VA 22314
​phone: 800.221.7917
fax: 703.683.7556
email: info@iiaba.net

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