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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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10

How to Regain Relevance

It’s Difficult but It Can Be Done

It may sound strange, but the first step in regaining relevance is understanding that you no longer are. It is amazing how long it takes some organizations to come to that conclusion. They will blame product quality, service issues, or even their employees before they finally come to understand that they are simply no longer relevant to their customers and the people they would like to become their customers.

On second thought, perhaps it is not surprising that it takes so long. After all, one of the reasons companies become irrelevant is that they stop paying sufficient attention to what is going on outside the walls of the organization. And if you are not studying the macro trends ...

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