The Power of Relevance: Solving Problems and Creating Opportunities

In marketing and communication, relevance is the key that unlocks success. Whether you're addressing an existing need or pioneering an entirely new category, staying relevant ensures your product or service resonates with your target audience. Relevance is a two-sided coin: on one side, there's the age-old adage, "Find a problem and fix it." Conversely, there's the bold, ambitious mindset: "Create an opportunity that never existed before but is so compelling that you must consider it."

 

The Art of Fixing Problems

Most successful products and services start by identifying a problem that needs solving. This approach has stood the test of time because it taps into customers' innate desire to have their pain points alleviated. In today's fast-paced world, where consumer demands constantly evolve, businesses must ask themselves: "Does our product solve a perceived business problem? Are we in step with current trends and market tastes?"

 

Companies can ensure they remain relevant and valuable by focusing on the customer's needs. Reliance on understanding customer problems is the first step towards achieving what many in the industry call "Speed2Cool"—the ability to gain traction and become indispensable quickly. However, even the most elegant solution will fall flat if you haven't first sold your audience on the problem. As marketing strategist Bill Ryan notes, “If you haven’t sold your audience/customer/stakeholder the problem, the fact you have an elegant solution is irrelevant. They won't pay attention.”

 

The Magic of Creating Opportunities

But what if your vision extends beyond simply solving existing problems? What if you want to create something innovative that redefines how people think, work, or live? This is where the other side of the relevance coin comes into play: creating opportunities that never existed before. 

 

Steve Jobs is a prime example of someone who thrived on this side of the coin. As Bill Ryan insightfully observes, “Steve Jobs never created a product that solved a problem people already knew they had. He created things that reimagine business practices and how people use things.” The iPhone, for instance, wasn't just a better phone; it was an entirely new way of thinking about mobile communication, integrating functionality, and connectivity.

 

Products like the iPhone, Tesla's electric cars, or even Netflix's streaming service started as bold ideas that required significant evangelism. At their inception, these products didn't solve problems in the traditional sense because consumers weren't aware of the problems. Instead, these innovators created opportunities that were so compelling they transformed entire industries. 

 

Evangelism: The Key to Breakthroughs

When a product is a true breakthrough, evangelism becomes crucial—introducing something unprecedented demands educating consumers, building awareness, and creating a narrative that people can understand and get excited about. 

 

Consider the early days of the internet. In its infancy, the internet wasn't seen as essential. Companies like AOL and Netscape had to evangelize the idea of a connected world, illustrating the potential of this vast network to transform communication, business, and entertainment. It wasn't just about providing a service; it was about creating a movement.

 

Another prime example is the introduction of the microwave oven. When it first hit the market, consumers didn't know they needed a device that could cook food quickly using electromagnetic waves. It took years of education, advertising, and in-store demonstrations to convince people that this strange, new appliance was a must-have for every kitchen. Today, it's hard to imagine a home without one.

 

Emotional Connection: The Catalyst for Relevance

Whether solving a problem or creating a new opportunity, emotional connection is essential. Emotional marketing can attract attention and drive consumer behavior. Positive messaging, which focuses on benefits, solutions, and breakthroughs, can inspire and excite consumers. On the other hand, negative messaging, which emphasizes features, problems, and the fear of disaster, can create urgency and prompt action.

 

When Apple launched the iPod, they didn't just market it as a digital music player; they sold the idea of "1,000 songs in your pocket," tapping into the positive emotions of freedom, joy, and convenience. This emotional connection made the product not just relevant but revolutionary.

 

Owning a New Market

The potential impact of pioneering a new market is immense. By defining a new category or segment, a company can position itself as a leader and an innovator, setting the standards that others will follow. However, this requires a commitment to vision and a willingness to invest in evangelism and education. 

 

Tesla’s success in the electric vehicle market illustrates the power of owning a new market. By focusing on the promise of sustainable transportation, they didn't just sell cars; they sold a vision of a better, cleaner future. This aspirational message resonated with early adopters, and through relentless innovation and evangelism, Tesla has transformed the automotive industry.

 

Conclusion

Relevance is about more than just being part of the conversation—it's about leading it. Whether you're solving a known problem or creating an entirely new opportunity, the key is to connect with your audience on an emotional level and to communicate your vision clearly and compellingly. By mastering both sides of the relevance coin, businesses can not only stay in step with the market but can also shape the future. After all, the most successful companies are not just those that meet existing needs but those that create new ones.