If you take a subject or a concept that is relevant to your customer or a potential customer, and present it in a way of authority, you will add value and in most cases avoid the commodity conversation with procurement. Nothing that I've said so far is out of the realm of obvious to your average entrepreneurial business owner or salesperson. Having established something to take to market, what's often missed is "how do we make sustainable money at this and where does this sit with our competition?". At this point, "relevance" takes on a different meaning and this is what I'm going to talk about. With Ian Calderwood, of RGVA Vehicle Branding.