moment of truth

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moment of truth

Fig. the point at which someone has to face the reality of a situation. The moment of truth is here. Turn over your exam papers and begin. Now for the moment of truth when we find out whether we have got planning permission or not.
See also: moment, of, truth

moment of truth

A critical or decisive time, at which one is put to the ultimate test, as in Now that all the bills are in, we've come to the moment of truth-can we afford to live here or not? This expression, a translation of the Spanish el momento de la verdad, signifies the point in a bullfight when the matador makes the kill. It was first used in English in Ernest Hemingway's story Death in the Afternoon (1932).
See also: moment, of, truth

moment of truth

A crucial test. Unless a matador is injured or loses his nerve before the end of a bullfight, the climax comes when he reaches over the horns to plunge his sword behind the animal's neck. The matador is then at his most vulnerable, since the bull need only raise its head to gore the man. This “moment of truth” when a matador reveals whether he has sufficient courage is a literal translation of the Spanish phrase for that point in time. By extension, any situation in which a person is called on to show “the right stuff ” can be called the moment of truth.
See also: moment, of, truth
References in periodicals archive ?
While the most intense moments of truth between citizens and criminal justice agencies may occur when citizens have discrete transactions with the system that involve their particular interest, the most common moments of truth may be those when citizens hear something about the performance of the system and decide whether it is performing well or poorly.
All four of these people, speaking at the symposium on `An agenda for reconciliation towards the 21st century,' were recalling moments of truth which had led them on to play a part in the reconstruction, liberation or reconciliation of their countries.
Moments of truth, which, like those of the last 50 years, offer a hope for peace in the years to come.
He discovered that what customers thought of SAS was determined by 50 million moments of truth every year: every time a customer comes in contact with somebody who works for the airline, usually in a 15-second interaction.
MRM provides their summation of Google's ZMOT POV, and provides a roadmap for evaluating what brands have to do to be successful at their customers' zero moments of truth.
I hope my video not only entertains viewers, but also inspires them to discover their own 'Powerful Moments of Truth.
Eechambadi's presentation, "Crafting the Customer Experience: Metrics, Marketing and Moments of Truth," will be held on Tuesday, July 19, 7:30 am to 9:00 am at The Ashford Club, 5555 Glenridge Connector NE, Atlanta.
There are thousands of moments of truth occurring everyday in an organization that influence the outcome of decisions," says Fitz-enz.