Harsh truth: the best business doesn’t win anymore. The most relevant one does.

Many founders still believe performance alone is enough:

Deliver great work.

Keep clients happy.

Hire good people.

That used to work.

Today, relevance is the deciding factor for clients, talent, and buyers.

This episode explains why relevance has become a strategic asset, how its decline quietly damages strong companies, and what to build to stay chosen.

The pattern I see in strong firms that still stall.

I see this across professional services, consulting, IT, fiduciary firms, and agencies.

The businesses are often objectively strong:

Solid operations.

Healthy margins.

Experienced teams.

Yet:

Growth stalls.

Talent becomes hard to attract.

Pricing power erodes.

Not because they are bad businesses.

Because they have become invisible.

Why relevance is not marketing fluff.

Relevance is not a branding exercise. It is not a “nice to have.” It is a strategic asset.

When relevance drops, three things happen fast:

1. Clients default to price comparisons. When you’re not clearly chosen for what you stand for, you get compared on cost.
   

2. Top talent chooses more exciting narratives. Talented people join momentum and meaning. They choose the story that feels future-facing.
   

3. Buyers question future demand. Buyers don’t just look at today’s performance. They look for signals of ongoing demand and future readiness.

This is where founders misjudge the risk. They assume reputation will protect them. But in a crowded market, competence is assumed. Relevance is chosen.

The wrong way to think about relevance.

Founders often carry beliefs that slowly commoditize even great firms:

Our reputation speaks for itself.

Marketing is secondary to delivery.

Clients already know who we are.

This mindset used to be survivable. Today it becomes expensive.

Because once relevance is lost, it’s hard to rebuild. And while you’re rebuilding, competitors with sharper positioning take the market’s attention.

The right way: build relevance deliberately.

Relevant businesses are built on three pillars:

1. Clear differentiation. You must be clearly distinct, not “high quality like everyone else.” Differentiation gives people a reason to choose you without comparing you to ten alternatives.

2. A compelling narrative. People buy what they understand and repeat. A narrative makes your value easy to talk about and easy to trust.

3. Modern positioning. Positioning is how you show up in the market today, not how you were known years ago. Modern positioning signals future readiness, not past success.

These are strategic choices, not marketing tactics.

Why relevance drives everything else.

Relevance creates inbound demand.

It attracts better talent.

It protects pricing power.

It signals future readiness to buyers.

That’s why relevance now drives everything else.

And why future-proof businesses don’t wait until growth slows or talent leaves. They actively design how they are perceived, talked about, and trusted.

Because today, relevance isn’t a branding exercise.

It’s a competitive advantage.

Highlights:

00:00 The Shift from Performance to Relevance

00:42 The Consequences of Losing Relevance

00:56 Misconceptions About Relevance

01:13 Building Relevance Strategically

01:31 The Power of Relevance in Business

01:55 Future-Proofing Through Relevance

Links:

Website: https://www.marcogrueter.com/

LinkedIn: https://www.linkedin.com/in/marcogrueter/