POPin Blog

Relevance Dominates!

We’re betting that despite anyone’s musical tastes, you’ve likely heard that collaboration between Kanye West, Rihanna and Paul McCartney (yep, the old guy from the Beatles) which was released in late January. It was definitely an odd mix, to be sure. But the critics’ reviews were actually pretty positive and the song was well received publicly. Well, all but one very vocal opponent. We’re not People Magazine, so we won’t name names, but the claim was that the 76-year old McCartney ‘has to work with current artists so people remember who he is’. Well, we say kudos to Mr. M. He’s realized the power of getting and staying RELEVANT, especially in a dynamic, constantly changing environment. Think about it. Relevance dominates. “Companies are afraid to ask the ‘relevance question’: Is what I am making or selling still relevant, and will it be five or ten years from now?” says innovation expert Debra Kaye, author of the book Red Thread Thinking. “But they need to ask it every year, because if a company loses relevance, it dies.” So, how does a company or brand stay relevant? We think much of it involves being adaptable and being very open to change. Here are a few tips on how companies in being adaptable and relevant.
  1. Always reassess your plan for the current environment. Ask yourself:
    • Are my ideas still relevant?
    • Is our strategic plan for deployment still the best way to enter the market and capture market share?
    • Have we done a good job in identifying and accepted the new risks and issues?
  1. Practice a kind of perpetual beta with customers, working together closely so that both sides learn from each other. We love that a PoPin session can play such a major role in making that a reality for your business.
  1. Seek new partnerships and the perspective of outsiders.
  1. Listen to your younger employees. (Fortunately, this is made easier (and more relatable) with a PoPin’s gamified approach.)
But remember, relevance should not be confused with buzz. While being talked about is necessary and pretty awesome, it’s definitely not enough. Relevance means being relentless about innovating on your core assets. We think it also involves being diligent about talking to customers and others about the quality of your product/service. It’s about creating a personal connection with your community, which of course you can do with PoPin. Look at your company’s past, present and future as a continuous arc and try and examine what made you successful along the way. Pay attention. It looks like Paul McCartney sure did.