Organisations need a single, reliable guiding principle to ensure that all their marketing and communications efforts make a sustained impact, and that principle can be summed up in a single word: relevance, according to Andrea Coville and Paul Brown in their book Relevance: The Power to Change Minds and Behavior—and Keep You Ahead of the Competition. But most people tend to put too much emphasis on the practical aspect of relevance, and not enough on the social aspect.
My full review of the book is available at my business book reviews website.