Relevance

Andrea Coville is the CEO of Brodeur Partners, a global public relations agency headquartered in Boston, Mass. She has managed the firm since 1999 and has led the agency's emergence as a technology leader. A hands-on executive who had led several of the agency's global accounts, Andy has guided strategic communications platforms for corporations and brands including Phillips, Toshiba, Mastercard, IBM, Fidelity Investments, and the American Cancer Society. Andy conceived Brodeur's strategic planning platform of Relevance and led the agency's transformation into an integrated communications firm built around behavioral change, digital strategy, and creative insight. She has a strong interest in women's leadership issues and has presented at Harvard's Kennedy School and the Wharton School of Management on that subject. Andy graduated from the University of New Hampshire with a degree in Journalism and is the mother of four children.

• Executive Summary, 1 Are You Relevant?, 2 Everything Is Personal, 3 Dimensions of Relevance (I): Quantitative, 4 Dimensions of Relevance (II): Qualitative, 5 Dimensions of Relevance (III): Circumstances, 6 Why Are We Making This Effort?, 7 How to Become (and Stay) Relevant, 8 Relevance and Innovation, 9 How to Become Irrelevant, 10 How to Regain Relevance, Conclusion: Final Takeaways, Appendix: Organizational Relevance: Frameworks and Profiles, Endnotes, Index, About the Author

"Any serious business person needs to understand this book's message." -- Jeffrey F. Rayport, best-selling author and Harvard Business School professor "In the non-profit world, you need to engage the hearts and minds of people to believe in and support your mission. Creating relevance is essential to creating emotional attachment to your brand. This book gives fresh insight into making that happen." -- Greg Donaldson, former National VP of Corporate Communications at the American Cancer Society "This is much more than a 'business book.' Whether you're advancing a product, idea, candidate or cause, it's essential to be relevant in this noisy world. Here's how."-- Joe Trippi, owner, Trippi & Associates "Marketing has never been more challenging. The people you are trying to reach are busier than ever, distracted, and overwhelmed by commercial messages of all kind. If you can show them what your product or service does is relevant to their lives, they will at least listen to you. This book shows you a new approach to break through all the clutter by being relevant." -- Dan Collins, Division VP of Corporate Communications, Corning Incorporated "We sell to the world. That can be complicated, but Andy Coville shows that relevance is a universal force. Her insights on influencing customer decision-making can deliver powerful results wherever you do business." -- Minjung Sung, PhD, associate professor, Chung-Ang University "Andy Coville demonstrates how something can be relevant to one generation yet completely foreign to another. Read this book and discover new behavior triggers, how they differ among age groups, and how to engage them at will."-- Erica Dhawan, founder & CEO, Cotential