Every idea, product, brand, candidate or cause has values attached. Truth, honor, fairness, loyalty, faith, compassion, love and justice are just a few. If your offering invokes values like these, you’re on your way to relevance.

What does your smartphone choice say about your values? What about your car – is it foreign or domestic? What does your footwear say about your work ethic, taste or sense of humor?

To be relevant, think carefully about the values you’re asking your customer to affirm.