In a fast-paced world, we need to ensure that both our communication channel and products are relevant to our customers. What does that mean exactly?

I do not mean that you have to go conduct dozens of market surveys and cover every aspect of the communication to your audience. It means simply that you have to listen to them. Listening to customers is a skill we need to practice over time.

Relevance is about making sure the right message reaches the right audience. It is about ensuring that the right product reaches the right place at the right time.

How many times have you been requested to give your birthday date when you book a hotel? How many times have you received a simple card saying “Happy Birthday” from that same hotel? I guess very few. This is one of many examples of things we do because we have to do without any rationale.

In a fast-paced world, make sure you listen and talk the consumer language. Do not engage the consumer wrongly but make sure you listen to him and let him engage you.