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mba 602 chapter 4 case
ZMOT
WINNING
THE ZERO MOMENT
OF TRUTH

By Jim Lecinski

CONTENTS

7

9

15

by Dina Howell

Changing the
Rulebook

The New
Mental Model

23

31

37

ZMOT All
Around Us

Ratings and Reviews:
Word of MOT

45

55

How to Win at ZMOT

MOTs Next?

61

70

FOREWORD

CHAPTER 3:

CHAPTER 6:

APPENDIX

CHAPTER 1:

CHAPTER 4:

CHAPTER 7:

END NOTES

CHAPTER 2:

CHAPTER 5:

Equal Thought,
Not Afterthought

59

Keep It Going

72

ACKNOWLEDGEMENTS

73

ABOUT THE AUTHOR

5

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