Moments of truth can define public lives.
Single instances or images forever captured in the public imagination can cause people to be inextricably linked with a single idea or association.
Rick Perry might now only be seen as the candidate who fluffed his lines and Tom Watson as the MP who accused James Murdoch of Mafia associations.
The complexity of life is such that we rely upon such instances to help us navigate our way through it. We want to believe that there are moments of truth - single instances that could tell us all we need to know about someone or something. It makes life easier.
The logic is persuasive. We tell ourselves that if someone cannot manage to remember three simple things in a television debate then how likely could it be that they would be able to run the country. Exit Mr Perry?
But this is not something for politicians and public figures alone. It's something we all face in daily life. Who has had to deal with "trial by prawn" in applying for a job?
This is where in a job interview process candidates are asked to wander around, canapés in hand, chatting to key people between "formal" sessions. Each exchange will be carefully considered. Are you friendly? Are you open? Polite? Do you say the right things? An out of place comment can cause a candidate to be ejected from the shortlist.
And it is easy to say the wrong thing. I recall being part of an interview panel where candidates, working in a group, were asked to imagine that they'd been dropped in the desert and that they had to choose a number of items to take with them on their search for water. "We'd better take the shoes", said one young man. "Otherwise, we'll never hear the end of it from you lot" he added pointing at the female candidates.
It was a moment that defined the end of his chances.
Would it were not so? A forlorn hope. In spite of the fact that we will make the wrong snap judgements, that we will trust people because they are plausible/make eye contact/have firm handshakes, it will continue to be the way that we think. We can't seem to escape from the over-simplification of life. Relying upon this kind of intuition is dangerous. For more on this read Kahneman and Tversky's defining work.
So what can we do about it?
First, recognise it. When the bright light of attention is focused on us, we can make sure we say the right things and behave in the right way. In part this means knowing what the right way to behave is. It's not how we see the world here that matters but the way that those who might judge us do. This is not difficult when we're in familiar surroundings and with those we know well - but when we're outside our comfort zone, it means acting with care.
If you are to meet new people or operate in a new environment, do some research first.
Second, remember that little things can let you down. It's often the things we say or do in passing that can cause people deduce "what we really think". Ill-thought through or rushed judgements can have a long-lasting and damaging impact if they're wrong. Planning and preparation for even the slightest of moments can matter. (For more on this see Goffman.)
Third, remember, particularly if you live in the public domain, that you're on display. Take your guard down with caution. Save your grimaces for when you're standing in front of the bathroom mirror.
Upside
There is, of course, an upside.
If people make up their minds about us on the basis of defining moments, then managing those carefully can help us take shortcuts to credibility. In middle class circles in the UK, for instance, we value a rich vocabulary, appropriate cultural references and good manners. We also expect people, in the main, to make eye contact and to have firm handshakes. Likeability matters - but not over-friendliness.
Where we are facing a testing times, we can practice in advance. A best man's speech going horribly wrong can live for a long time in the public imagination. We should always say we are sorry for someone's loss after a death.
We can think carefully about our choice of language. We can ensure that we don't utter outlandish things without thinking first.
And, if we want to make a splash, if we want to get headlines, then it's not hard to stick in others' minds. Just think stag parties or embarrassing dinners.
Those already in the public eye know how to use available airtime to good effect. Outlandish language in normally restrained environments where there are cameras present will do it just about every time.
Enter stage right: MP makes references to the Cosa Nostra.