Relevance

You know that experience at a party where you’re talking with someone, and all of the peripheral conversations surrounding you sound like “blah blah yadda” … “yadda yadda blah,” until you hear your name, and suddenly that particular conversation comes into sharp focus? That’s like our brains when something becomes (and is) relevant. Suddenly, there’s something familiar and interesting to lock onto. If you want rise above the din and capture someone’s attention, you must connect in relevant ways.