"Every day, according to best estimates, your customers and the people you would like to be your customers, are bombarded with more than 5,000 messages. There are advertisements—commercials, billboards, pop ups; calls from telemarketers; emails from deposed princes who need your help banking their fortunes; companies promising to enhance this or that; signs on buses and cabs; branding on clothing and in stores... you get the idea. No wonder it is becoming harder and harder to break through the clutter. In an environment where literally thousands of messages are competing for attention, how do you get people to pay attention to your business, message, or offering? Simply put: by being relevant."