This document discusses how people have more moments throughout their day when they are checking their phones for brief periods of time. It argues that these "micro-moments" provide big opportunities for brands to connect with customers. It provides examples of different types of micro-moments people have when making quick decisions or gathering information on the go. The document advocates that brands should identify these micro-moments, deliver what customers need in the moment across different platforms, and measure the moments that matter most to their business.