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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 ...