AG Lafley started it. The then-CEO of P&G in 2005 described the "first moment of truth" as the point at which an interaction between a brand and consumer occurs that impacts that consumer's perception of the brand. Critically, it referred to a moment online or offline at which the consumer had the opportunity to purchase. The "second moment of truth" is the purchase itself and the subsequent experience of that brand. Later, the "third moment of truth" described the turning of experience into advocacy -- either positive or negative.