Relevance: The Power to Change Minds and Behavior and Stay Ahead of the Competition

Executive Summary

Organizations like yours spend, in total, billions of dollars annually to get people to buy a product, embrace a brand, follow a candidate, or join a cause. And yet we can all agree that these marketing campaigns, ads, public relations initiatives, communication programs, and social media and change efforts are—to be kind—often less effective than they could be. If you are honest, you’ll admit you need help forging a lasting bond with the people you hope to influence.

To create that bond, organizations need a single, reliable guiding principle to ensure that all their marketing and communications efforts make a sustained impact. We are going to offer you one in the pages ahead. It can be summed up in a single word: relevance. ...