One of the essential elements in every business is to recognize where the Moments of Truth are for your guest. One could make a case that every moment is a crucible which may tip the consumer up or down the Raving Fandom Ladder, which looks something like this

Ultimately, it takes that kind of fanaticism, where every moment is "The Moment of Truth", to create masterful brand experiences, where your guests are committed Raving Fans, evangelizing to the world the wonders to be found with your brand. It may seem daunting.

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