As you review your organization, the question all businesses need to keep in mind is: Do your customers consider your firms’ goods and services to be relevant?
We live in the era of “choice.” Customers have a universe of options and new methods to select who they do business with. The rapid speed in which businesses operate in 2016 makes it clear that relevance is important.
Businesses and their employees keep themselves relevant by providing superior execution, and by providing consistency in the highest-quality parts, customer service, competitive pricing and building long-term relationships – both inside and outside the organization. When we build meaningful relationships that is where the emotional part of relevance comes in to play, which drives lasting relationships.
Relevance is the glue of life and business, and sustains change and the challenges we all face. Being relevant is being true to who you are as a person and to your product and services in the market place. Are you living the words printed on the company mission statement? Are you accountable to the customers you serve?
Clearly, relevance focuses on results. Staying aware of market conditions, and embracing change helps to keep the organization relevant. Being relevant is the first step to customer loyalty. Think about companies like Nordstrom, Johnson & Johnson and Google. They are indeed relevant.
To stay relevant in today’s business world requires change – a word that may cause fear. Change is a lifelong event. It is the way of innovation and learning. Being relevant means being adaptable, taking risks and confronting challenges both large and small. The reality is: change or become obsolete. To change is to improve.
The relevant leader removes layers of approval, cumbersome processes and red tape so people can innovate, challenge and drive positive change. Being relevant sets the stage to overtake a competitor and create new product, features or services. In effect, you can leap over the competition.
Being relevant is the passion and purpose to get better at what you offer today. Highlight your value proposition with new energy. Offer uncompromising quality, communications and customer service, which will delight and surprise your customers. View your customer as a business partner. Embrace technology! However, do not substitute it for human interaction.
Being relevant requires action. It means that you are important to your customers and employees. It is quite different than staying current. It entails being a trendsetter, setting the pace. Myopia serves no one! Stay constantly aware of the dynamics in our industry. Relevance is not about competency; it is about driving and maintaining optimal performance.
The future belongs to the employees and the organizations that have maximized efficiency and sustained optimal performance. In the battle of the river and the rock, the river always wins through staying relevant and persistent. The essence of staying relevant is self-management, self-awareness, knowing who you are today and who we need to be in the future.
Corporate growth is the watchword of the day. Of course, increased revenue, sales and market share are important growth objectives. Staying relevant in your marketplace requires being open to change, to new ideas, pursuing creative opportunities and adapting to the changing business landscape. It also requires staying laser-focused on all your competitors large and small.
Staying relevant can cause discomfort and concern. At the same time, it can be quite invigorating and exciting. Individual and organizational relevance is creating an innovative experience for your customers, and becoming an industry leader.
In the quest for relevance, the mission is to establish relevance by intersecting what you think is important with what your customers feel is important. What is important? Relevance is communicating your value proposition, value and what your offering does to grow your customer’s business.
True relevance is putting the priorities of others first. Your brand story needs to be why you and your company are the option of choice.