Leading Views: Are You Relevant?Joe Calloway, Chuck Feltz and Kris Young believe that leadership and success will always be intentional and never by chance. In a time when we are required to do more with less, we need to be able to draw the value out of existing resources. One crucial way of doing that is to be relevant. In Never by Chance they write that businesses lose their relevance every day. If you don’t have a clear definition of what relevance means to your business you’ll never see it coming. Joe Calloway writes:
As a leader, relevance is one of lenses through which you should use to make every decision, every single day. Does this decision advance the vision and fit our culture? Does this decision make us more relevant to our customers? The question of relevance is especially vital from a competitive standpoint. You compete to the extent that you are relevant to your customers, and you differentiate to the extent that you are more relevant than your competition.
So how do you find out how to be relevant to your customers? It’s simple: You ask them. Your methods can range from formal market research, to having conversations, to simply paying attention. If you own a coffee shop, are you asking your customers what newspaper they would prefer? If you own an industrial supply business, are you asking your customers what they need in terms of material and delivery? Every employee—not just management—should be asking questions, having conversations, and looking for clues with every customer interaction they have. Part of your culture should be your constant attempt to be more relevant to customers.
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