In the age of Agile, DevOps, and Lean Startup culture speed is often prioritized above all else. And perhaps rightfully so, especially if you are dead slow 🙂 However, I would like to posit a slightly different premise - "Speed is less important than Relevance."
Well, that brings up a question - what is relevance in a business context? I found the following definition by Ralf Blomqvist quite insightful:
Relevance is doing meaningful things with and for your customers and being a part of customers' value creation.
So, to paraphrase the sentiment of Natural Selection (it is not the strongest or the most intelligent who will survive but those who can best manage change):
At the end, it is not the fastest who will win, but those most relevant!
So, stay Relentlessly, Radically Relevant! (R^3)
I will leave you with this thought... and a few reference materials. 🙂
A few books to mention:
- "The Art of Relevance" by Nina Simon
- "Relevance: Matter More" by Tom Hayes, Phil Styrlund, Marian Deegan
- "Road to Relevance: 5 Strategies for Competitive Associations" by Harrison Coerver, Mary Byers
- "Radical Relevance: Sharpen Your Marketing Message - Cut Through the Noise - Win More Ideal Clients" by Bill Cates
- "Relevance: The Power to Change Minds and Behavior and Stay Ahead of the Competition" by Andrea Coville