E Qwè?! Where did We Go Wrong?

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Uploaded by on Jan 8, 2011

English transcript & slides here:
http://www.reply-mc.com/2010/12/08/e-qwe-my-quest-for-relevance-smc2010-congr...

On December 4th 2010, I was granted a 9 minute time slot to speak at the 29th International Marketing Congress in Belgium. The theme of the congress was 'Return On Relevance'.
My statement: There is no point in being relevant when you don't have the permission to access the community you want to address. Relevance is a matter of co-creation, and this requires permission first.

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