Welcome back to 52 Weeks of Marketing Wisdom, where we review and recommend a new book weekly across five themes: Foresight, Customer, Strategy, Creativity & Innovation, plus two extras to complete the 52.

Our program is for busy marketing professionals seeking inspiration and growth through reading.

Rather than a simple review, we've evolved our blog posts to bring a point of view to the work and focus on how it informs what we do at Selbey Labs.

We are continuing our focus on the theme of Customer and this week, we're looking at the power of moments, or brand experiences and service cues that create memorable moments in the minds of customers.

This week's book is the Power of Moments by Chip & Dan Heath

Hope you enjoy it.

Why Marketing Needs The Power of Moments

Marketing is obsessed with the big picture.

We’re trained to think in terms of reach, impressions, and conversions.

All big metrics. All big ideas.

But here’s the thing.

In the customer’s mind, marketing doesn’t happen in big ideas.

It happens in moments.

A single experience that makes you feel something, that sticks with you long after it’s over.

And that’s exactly what Chip Heath and Dan Heath talk about in The Power of Moments.

This book is a guide to understanding why those moments matter—and how we can start creating more of them.

Because in a world where brands are fighting for every second of attention, a single moment of meaning is worth more than a thousand impressions.

Why Moments Matter More Than Messages

Marketers love a good message.

We build campaigns around them. We spend millions crafting the perfect one-liner.

But messages are only as good as the experience they create.

And the Heath brothers argue that if you want to create an experience that lasts, you need to understand the power of moments.

Think about it.

When a customer remembers your brand, what do they remember?

Not the tagline. Not the logo.

They remember the moment.

The way Disney guests remember the magical, unexpected acts of kindness from “cast members.”

The way Nike customers remember how they felt when they hit a milestone with their Nike Run Club app.

They remember how the brand made them feel.

That’s what The Power of Moments is all about.

It’s about the tiny, memorable experiences that define how customers feel about you.

The Heath brothers break it down into four principles—Elevation, Insight, Pride, and Connection.

Each one offers a way to create moments that stand out in the customer’s mind.

And if we’re smart, we’ll use them.

Principle #1: Elevation – Breaking the Script

The first principle is Elevation.

Moments of elevation are experiences that rise above the routine.

They’re the times when something happens that’s unexpected, that “breaks the script.”

And here’s the thing: marketers are stuck in a script.

We do what’s expected, what’s standard, what’s safe.

But moments of elevation happen when you break out of that script.

Like the Magic Castle Hotel in LA.

It’s an ordinary hotel, but it has one unique feature: a “popsicle hotline” by the pool.

Kids can pick up a red phone, order a popsicle, and a staff member will bring it to them on a silver tray.

Is it fancy? No.

Is it memorable? Absolutely.

Moments of elevation don’t need to be grand. They just need to be unexpected and delightful.

Marketing should take a page from this.

Instead of sticking to the same old tactics, we should think about the small, delightful surprises we can add to our brand experience.

Break the script.

Do something people will remember.

Principle #2: Insight – Creating “Aha” Moments

Next is Insight.

Insight is about creating moments of realisation or self-discovery.

It’s the “aha” moment when customers suddenly see the value in what you’re offering.

Think about brands that educate and inspire their customers, that give them a new way of seeing the world.

Take Dove’s “Real Beauty” campaign.

It wasn’t just about selling soap. It was about changing the way people saw themselves, giving them an insight into their own beauty.

That’s the kind of moment that sticks with you.

Marketing teams can create moments of insight by helping customers understand their own needs, or by showing them something meaningful about themselves.

Don’t just sell a product. Show them why it matters.

Principle #3: Pride – Recognizing Customer Achievements

The third principle is Pride.

Moments of pride are about recognising achievements, big or small.

It’s about giving people a reason to feel proud of themselves and proud of their connection to your brand.

Nike does this brilliantly with their training apps.

They celebrate milestones, letting users share their achievements and feel a sense of accomplishment.

Why does this matter?

Because when customers feel proud, they connect that feeling to the brand.

Marketing is always focused on brand pride, but the real power is in customer pride.

Make your customers feel like they’ve achieved something.

Acknowledge them. Celebrate them.

When you do that, you’re not just another brand.

You’re part of their story.

Principle #4: Connection – Building Bonds Through Shared Experiences

Finally, there’s Connection.

Moments of connection are about shared experiences and relationships.

They’re the times when people feel like they belong, like they’re part of something bigger.

Airbnb gets this.

They’re not just a booking service. They’re a community of travelers and hosts, sharing local experiences and creating connections.

When customers feel connected, they’re not just buying a product. They’re part of a movement, a tribe.

Marketing teams should focus on building connections, not just with the brand, but among customers.

Create a space where people can interact, share stories, and feel like they belong.

Moments of connection are what turn customers into brand advocates.

Why Marketers Need The Power of Moments

If you’re in marketing, you need to read this book.

Not because it’s a marketing book, but because it’s a human book.

The Power of Moments is a reminder that our customers aren’t just data points or segments.

They’re people.

And people remember moments.

The Heath brothers show us that creating memorable moments isn’t about budgets or big campaigns.

It’s about understanding what makes people feel something.

It’s about taking the time to create a single moment that rises above the rest.

So stop thinking in terms of impressions and reach.

Start thinking in terms of moments.

Because a memorable moment will do more for your brand than a thousand ad impressions.

Moments create stories.

Stories create loyalty.

And loyalty is what keeps customers coming back.

So read The Power of Moments.

And start creating moments that matter

If you want some help defining your brand moments, please visit Selbey Labs. 

The Power Of Moments by Chip & Dan Heath