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

Contents

Executive Summary

1 Are You Relevant?Why the Answer to That Question Is So Important

2 Everything Is PersonalThat Includes the Relationships Your Customers Have with You

3 Dimensions of Relevance (I): QuantitativeOne Size Does Not Fit All

4 Dimensions of Relevance (II): QualitativeExploring the Relevance Egg

5 Dimensions of Relevance (III): CircumstancesContent, Context, and Contact

6 Why Are We Making This Effort?The Very Real Payoff That Comes from Relevance

7 How to Become (and Stay) RelevantWithout Changing Who and What You Are

8 Relevance and InnovationWhy They Are Hopelessly Intertwined

9 How to Become IrrelevantYou Don’t Want to, but You Could be Taking Steps to Make It Happen

10 How to Regain RelevanceIt’s Difficult but It Can ...