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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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7

How to Become (and Stay) Relevant

Without Changing Who and What You Are

Why are you adding relevance to your marketing and communications quiver? We would have thought the overwhelming answer to that question would be something along the lines of: “I realize I need to compete differently”; “I am looking for a new and better way to connect with my customers (and the people I would like to be my customers)”; or “I want to stand out in the marketplace.” In other words, we were expecting the motivation to be a positive one.

And people get there. Eventually.

But their starting point is usually on the negative side of the spectrum: a retailer sees all the department stores that have gone out of business, or a cell phone manufacturer looks at how ...

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