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

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1

Are You Relevant?

Why the Answer to That Question Is So Important

Even if you have never listened to The Prairie Home Companion on the radio, the name Lake Wobegon is likely to ring a bell. It’s the fictional “little town that time forgot, and the decades cannot improve …. Where all the women are strong, all the men are good-looking, and all the children are above average.”

In fact, this amusing description of this mythical place has spawned its own sociological term, the Lake Wobegon Effect, “a natural human tendency to overestimate one’s capabilities.” You can see it, probably most famously, when you ask people how well they drive. Just about everyone rates himself above average. If you have ever spent time on the 405 outside of Los Angeles ...

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