Being relevant is more important than being best or being biggest. Counterintuitive to such managerial concepts as relative market share or operational excellence, it is not enough to have an efficient organization or to be the biggest or best within a traditional market segment. Instead, you need to continuously scan the horizon and shift course to stay relevant. In fact, being biggest or best may be a hindrance, because it impedes your ability and inclination to adapt quickly.
In order to stay relevant in a fast and continuously changing environment, you need to be market driving rather than market driven. Market driven, no matter how responsive, is a reactionary stance. In contrast, market driving is proactive, creating layers of lifestyle enrichment that did not exist before.
