This book explains how to create relevant brands and make your product matter. Relevance and success will come to those who listen more than talk, and who deliver more than just advertise their product. The author states that profit should not be your primary goal. Instead, make a relevant product and profit happens when you do everything else right. The book explains about relevant solutions, which are: insights, innovations, investment, design, experience, and value. The book describes how to control the conversation with customers, and provides an incredible amount of company examples.
Source: Relevance: Making Stuff That Matters. By Tim Manners, 2008, Portfolio, NY, ISBN: 978-1-59184-220-0.
