Bibliomotion Releases Andrea Coville's 'Relevance'
Today, Bibliomotion, books + media launches RELEVANCE: The Power to Change Minds and Behavior and Stay Ahead of the Competition by Andrea Coville, with Paul B. Brown. In this second book of the Bibliomotion Spring 2014 season, Andy explains the new meaning and dimension of the word "relevance."
In an interview with Bibliomotion, Andrea discusses her influence and inspiration for the book, and her passion to drive results through communication and behavioral change.
What inspired you to write Relevance?
AC: The actual moment came on a flight home from NY when I was reading a presentation on brand engagement. It was right after the first natural disaster in Haiti and I was really thinking about how so many people had engaged in the disaster response and had done things to help in extraordinary ways. It was the spark that got me thinking about building a hypothesis that supported the link between communications and behavioral change. From there we parsed the relevance concept and really concentrated on going beyond today's tendency toward insistent, data driven communications.
What was your favorite part of the writing and publishing process?
AC: Working with my collaborator Paul Brown. It was just really fun.
Who do hope reads your book? What do you want them to get from it?
AC: I hope everyone will find elements of the book useful and even refreshing. We've tried to use stories that illustrate the concepts in a down to earth sort of way, I hope anybody that wants to get beyond the noise and intensity of our current communications environment and believes that communications is truly an art when it simply creates meaning will enjoy the book.
Who was your #1 influencer for your work?
AC: John Brodeur. He always believed in the Relevance concept and really pushed the idea of a book. Also, Don Murray, my Journalism professor and Advisor at UNH who gave me confidence when I was a student that I could create and write something of value. He always said just practice and stay at it. Ninety percent of anything is discipline and not giving up.
What are you reading right now?
AC: Breakfast at Tiffany's.
Today, when companies and customers are faced with an infinite number of messages, the word "relevance" has taken on a new meaning and dimension. We know that relevance matters, but what does that mean exactly? Andy Coville guides leaders and executives toward the realization that if they can focus on a single, guiding principle-a magnetic one-that permeates their brand or company, customers will not only engage but change thinking and behavior in turn. Relevance takes us through the dimensions of relevance-both qualitative and quantitative-in order to find the starting point on the Relevance Scale: where we are and where to go from here. The book walks the reader through the elements of staying relevant as well as the circumstances that contribute to establishing a relevance platform. The author offers many examples as well as explaining messaging strategies.