MARKETING EVOLUTION
The Price Of Relevance
By Marion Wakahe
The Oxford Learner ’ s Dictionary defines relevance as , ‘ the fact of being valuable and useful to people in their lives and work .’ In a highly digitized business environment , it is critical for organizations and individuals to be constantly dynamic , nimble , marketable , and competitive , resulting in relevance .
Bruce Lee urged that we should be like water . Water which is shapeless and formless can be poured into a cup , bowl , bottle , etc . and it will take up the shape of the container it is in . In a world that keeps changing shape , it helps to adapt and change shape with it .
The Bible gives the analogy of new wine and old wineskins . If you put new wine in old wineskins , it ’ s only a matter of time before the old wineskins burst because of the fermenting pressure from the new wine .
Remaining anew and fluid is tough but doable . With a dogged determination and a mindset that believes in possibilities , organizations and individuals can remain relevant . If not , the unfortunate end is a certain demise .
A relevant business is one that responds in good time to market changes to deliver products and services that meet user demands . A relevant employee or worker is characterized as one whose skillsets , both soft and technical , are in tandem with existing market demands . Basically , for both organizations and individuals to remain relevant , they must be both connected and useful to their existing environments .
The price of something is the quantity of payment or compensation given by one party to another in return for something . Price represents the value of the thing that is sought . Remaining relevant in a highly transformative , highly competitive world means accepting to pay the combined price of humility , a growth mindset , sacrifice , and zealous patience .
But like anything that is of great value , the price we pay cannot compare to the many benefits we enjoy thereafter . Relevance is highly valuable ; it is worth it to do whatever it takes to attain it . Below are some practical tips on how organizations and individuals can remain relevant in a changing world .
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Organizational learning and individual learning are necessary to remain relevant . For this to happen , learning must be valued highly . As an individual , even if your organization is not very supportive of your personal learning , you need to deliberately carve time to learn .
Build Strong Relationships
Being relevant to your stakeholders depends on finding the right way to stay engaged with them . This encourages a sense of trust and allows for a good flow of information which gives a competitive edge in terms of product development and delivery , marketing , being made aware of new opportunities , etc . There is a saying that your network is your net worth ; it ’ s especially true today .
Be a Great Communicator
Communication skills are crucial in a globalized workplace environment . Master platforms like social media to put your brands out there and in a way that will give positive results such as improved reputation . Create content that answers customers ’ unexpressed questions thus reducing their problems . Be seen as an authority in your area of specialization by consistently communicating with different stakeholders on the platforms that they are most active in . Share information about your organization , its products , how you are serving community , etc . Master also cross-cultural and cross-generational communication to stay ahead .
Adapt to the Latest Technologies
It is necessary to upgrade skillsets with new
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