So, why does a blog matter to me?

I'm a firm believer in the power of documentation. So many times, we are only as good as what we've written down. I have also realized that when I need to articulate an idea to someone, my own thinking is much more thorough and productive when it is mapped out. Therefore, I am going to start blogging concepts that I either want to refine or explain. If my experience with documentation holds true, this will absolutely benefit me, as well as the patient people with whom I communicate.

It may be a mistake, but my first topic is going to be one of the most powerful marketing concepts of which I'm aware. See if you can guess what it is (without going to wikipedia, like I did for the following clues):

• The economist John Maynard Keynes saw the importance of defining ________ to the problem of calculating risk in economic decision-making.
• It the 1960's it was a popular buzzword in the social revolution crowd.
• In logic, though ‘iron is a metal’ may be implied by ‘cats lay eggs’ it doesn’t seem to have ________ to it the way in which ‘cats are mammals’ and 'mammals give birth to living young’ does have _________.
• As search engines created enormous indexes of data, their key to success became how ________ their search results were to the question that the searcher had in mind.
  

And the answer is...

...

Relevance! It's what matters. It's why anyone cares. It's what marketers don't think about enough, and it's an idea that I think is “relevant” enough to be the bedrock principle upon which I could build a pretty amazing consulting business.