Insights

Relevance is the new currency

In a world where buyers are bombarded with information every minute, it’s no longer the loudest who wins – but the most relevant. To succeed, companies need to combine the power of technology with a deep understanding of customer needs, preferences and values. Here are the key trends that show why relevant communication, smart tools and an outside-in perspective are crucial to success in 2025.

1. Relevance is the new currency

In today’s abundance of content, attention is in short supply. Customers quickly filter out communication that is not perceived as personal or meaningful.

Why it’s important:

  • According to McKinsey, personalized communication converts up to 5–8 times better than generic marketing.
  • Salesforce reports that 73% of customers expect companies to understand their unique needs and expectations.

It’s not about reaching everyone – it’s about reaching the right person, at the right time, with the right message.

2. An outside-in perspective is necessary

Many organizations still communicate from the inside out – focusing on their own products, their own agenda, and their own language. But the winners of the future start from the outside in: with the customer’s situation, their own goals, and their own worldview.

What does an outside-in perspective mean in practice?

  • Listening before speaking – through data collection, customer interviews and understanding the customer’s challenges.
  • Formulating messages from the customer’s point of view, focusing on value rather than function.
  • Creating content that educates, facilitates and inspires, rather than sells directly.

It’s about understanding, insight and relevance – not campaigns, offers and features.

Why this is important

In a world where everyone communicates at the same time, the winner is the one who is:

  • Relevant – says what the customer needs to hear

  • Fast – reacts to behaviors in real time

  • Responsive – bases communication on insights, not assumptions

Relevant communication doesn’t just build brands – it builds relationships.

  • Communication that is not relevant is practically invisible.
  • The technology is there – but it requires strategy, integration and a willingness to change.
  • The shift in perspective from “we” to “them” is key to both trust and sales.

Three quick tips to become more relevant today

  • Segment better: Based on needs and behavior – not just demographics.
  • Automate smartly: Let technology help you with repetitive tasks so you can focus on relationships.
  • Actively listen: Use customer feedback and data to adapt messages in real time.