Chapter 13 – How do we become relevant?

Tuesday, September 15 | 57 days until the conference| 225 registrationsThe twins were so well tuned to one another, Victor and Catja initially just listened. Victor enjoyed the sun on his face, the birds chirping in the trees.            ‘What a great starting point…’ started Bor.           ‘Give them something to talk about,’ Wolf added.            ‘But then you need to know what they would like to talk about,’ said Bor, who mostly differentiated himself from his brother by moving his hands a lot while he spoke.            Victor had stopped walking, prompting the others to do the same. He slowly turned the coffee cup around in his hands. ‘I wonder whether there’s much difference between social media and the real world, in terms of interest. We’re not suddenly different people when we go online, are we?’           Bor made a broad arm gesture, spilling his coffee in the bushes by the footpath, and said: ‘Exactly! It’s the biggest mistake many in our marketing industry make. They don’t realize that customers are no different from themselves. Offline, online, they’re still people like you and me.’           Wolf added: ‘With very little time, which we mustn't waste.’           ‘So what we offer them needs to be worthwhile,’ Bor added.            ‘Don’t stand still,’ Catja said impatiently. ‘The assignment is to keep walking, come on.’ She walked out ahead of the others.            Bor caught up with her in a few skips, calmly followed by his brother and Victor, after which the four of them were walking side by side again. Their footsteps crunched on the path.            ‘Okay,’ said Bor, who plucked a flower from a bush and gave it to Catja. ‘You start. When you’re on social media, what do you consider worth seeing?’           She smelled the flower and put it in her hair. ‘I just want to look at fun things, relax for a bit. I’m busy enough as it is, especially since my internship.’ She threw Victor an apologetic look. ‘I mostly look at funny videos, beautiful fashion photos, or cute animal clips. A few days ago I found a capybara in a bathtub with little chicks, sooo cute.’....----Written by Gerrit Heijkoop & Paula Vos Narrated by Kevin Stillwell