Posted on April 12, 2012 Articles, In the News Search Agency Romances Google’s ZMOT Theory by The Search Agency 2 Search Agency Romances Google's ZMOT Theory The Search Agency has begun to develop business strategies and metrics to measure the concept created by Jim Lecinski, managing director of U.S. sales at Google. That idea -- the zero moment of truth (ZMOT) -- emerged last year as an offshoot of Procter & Gamble's "the first moment of truth." www.mediapost.com