Moments of Truth? Eradicate! Only improve a Moment of Truth if you can not remove it.

In 1997 Steve Jobs returned to Apple*. Over a period of 3-4 years he transformed the business into the most innovative company on the planet. One of his mantras was “the customer experience is the process”. Couple that with  ”If you find a Moment of Truth you should remove or improve it”.
Simple ideas that created one of the most successful companies in the universe.
What could you do with your Moments of Truth?

* For a complete transcript and video of that AWWDC 1997 event see here.