So I’ve worked in over 55 different industries– B2B and B2C.

For the last decade now, each year, my clients would ask me, “What’s the most important competitive advantage that a business can have today?”

Now, for the last few years, we worked on becoming the most trusted company in your market.

And you do that with meaningful communication, transparency, and building your positioning as a credible authority.

Now, trust was such a big issue that Edelman did a study, and globally out of 28 different markets, they discovered the United States had the steepest decline.

And trust me, people didn’t trust the media, or government or by default, you to do right by them.

See, we were in a trust crisis.

And you could still argue that that’s still the case today; people are far less trusting than they were just years ago.

But even with all that said, it’s hard to believe that something else is even more important than trust.

When you look at over 400 million entrepreneurs worldwide, more competition coming in every day and more noise in the marketplace mean, heck, just look around– there are over 7000 different marketing technologies to reach your ideal client compared to just 150 a decade ago.

There’s just so much noise, and pretty much everybody’s saying the same damn thing.

So that just saying it louder. sasco ai today, today’s most important competitive advantage is relevance.

Accenture did a study and reveal that US companies are losing $1 trillion in annual revenues to their competitors because they’re just not relevant.

See, this is a real problem.

So what do you do about it?

Let’s start by defining relevance.

Relevance is the state of being closely connected to your clients. And there are a bunch of different strategies to make this happen.

But essentially, what you’re doing is bridging the gap between what your clients need right now in the ultimate result they hope to achieve as a result of working with you.

So do your clients think that you’re just in it for the money? Or do they genuinely know why you do what you do?

Do your clients feel proud to work with you? Do your clients feel like you relate to them? Do your clients feel secure, protected, and looked after?

When they do business with you, do they feel like another number, or are they special, valued, and part of your business?

Is your service purely transactional? Or is it transformational, become more relevant than any of your competitors?

And if you take just one thing out of today’s quick video, just remember this; the company that will win today is a company that’s the most relevant.