Micro-moments (coined by Google) are moments of intent.

Why? Because they're the moments when we connect via a device - most often a smartphone - to take action on whatever we need right now.

• I-want-to-know
• I-want-to-go
• I-want-to-do
• I-want-to-buy

They are critical touch points and they happen at every stage of the customer journey.

When you add them together, they determine how that journey ends. And critically, at these points, the customer is welcoming - even encouraging - you to enter into the conversation.

Be there at the very moment someone needs it the most

With traditional media, the conversation is one-way, and all it's about the seller. But when people ask how to do something, that's a need. They're saying 'hey, give me a hand'.

Guides was created to help you respond to those questions and be there at the very moment someone needs it most.

To answer what I-want-to-know

To show how when I-want-to-do

And to offer and easy route when I-want-to-buy.