The War for Relevance is Raging for Every Business on the Planet. Most aren’t even aware it’s happening.
The recent news about Nike’s struggle to stay relevant in the Australian market has struck a chord with businesses everywhere. While Nike might be a global giant, its battle to reclaim its position serves as a powerful reminder to all businesses, large and small. The truth is, the fight for relevance is real and it’s happening to most businesses without them even realising it.
Nike’s missteps, from losing shelf space to more agile competitors like On Running and New Balance, to disconnecting with its core community of everyday runners, should make us all pause and reflect. How many businesses are blindly walking a similar path, unaware they are gradually losing touch with their audience?
The good news is, relevance isn’t just for the giants. In fact, small businesses can stay ahead of the game more effectively because we can be more nimble, more connected, and more in tune with what matters to our customers. Here are seven key strategies to ensure your business remains relevant, no matter its size or industry.
- Embrace Constant Innovation
The landscape of business is always evolving. To stay relevant, we need to innovate continually—whether that’s through the products we offer, how we communicate with customers, or the experiences we create. This doesn’t mean chasing every trend, but rather understanding what your customers truly value and innovating around that. Nike lost ground when it forgot its roots in innovation and tried to outpace competitors by becoming too broad in its approach.
- Stay Connected to Your Core Audience
It’s easy to get caught up in chasing new markets or shiny trends, but never lose sight of your core audience. For small businesses, it’s our loyal customers who keep us afloat. Nike’s misstep with everyday runners shows what happens when you disconnect from the people who built your brand. Stay engaged with your community by listening to them, interacting with them, and delivering what they need—time and time again.
- Personalise the Customer Experience
In a world where big businesses can feel cold and impersonal, small businesses have the upper hand. Personalisation is key. Your customers want to feel seen and valued. Whether it’s a simple follow-up call, a handwritten note, or remembering their preferences, these small touches go a long way in keeping your business top of mind and relevant in a world where the personal touch is disappearing.
- Focus on What Makes You Unique
Relevance often comes from differentiation. What makes you unique? Why do your customers choose you over the competition? Don’t dilute that. Nike got into trouble when it started moving away from its core strengths of innovation and cutting-edge marketing, trying to compete in areas that weren’t true to its brand. Double down on what makes you different, and don’t try to be everything to everyone.
- Be Agile and Adaptable
The ability to adapt quickly is a superpower for small businesses. The market is changing faster than ever before, and agility is essential. Nike’s attempt to go direct-to-consumer may have been strategic, but the execution faltered, especially when faced with more nimble competitors. As small business owners, we can pivot quickly, test new ideas, and respond in real time to customer feedback. This agility can be your competitive advantage.
- Build a Deeply Engaged Community
It’s not enough to have customers—you need to build a community around your brand. This is about creating an emotional connection with the people who support your business. From social media groups to local meetups, there are endless ways to foster engagement. When people feel like they’re part of something bigger, they’ll stick with you through thick and thin, fighting for your relevance when you need it most.
- Leverage Storytelling to Stay Relevant
People don’t just buy products; they buy stories. As business owners, we have the ability to use storytelling to engage, inspire, and connect with our audience on a deeper level. Whether it’s the story of why you started your business, how your products help customers, or the impact you’re making in your community, your story keeps you relevant. And don’t be afraid to evolve that story as your business grows and changes.
Can Nike Do It?
As Nike fights to regain its relevance, we’re all watching to see how it will play out. But for small businesses, the lesson is clear: staying relevant is not just about big marketing budgets or trendy campaigns. It’s about staying connected to your customers, staying true to what makes you unique, and being nimble enough to adapt when the market shifts. Whether you’re a global powerhouse or a local business, the fight for relevance never stops.
Now is the time to take a good, hard look at your business and ask: Am I staying relevant? Are my customers still as engaged and excited as they were a year ago? If not, it’s time to apply these seven strategies and get back in the game.
Because in today’s fast-paced world, relevance is everything. Every business on the planet is in the war for relevance, whether they realise it or not.
By Andrew Griffiths, Australia’s #1 Small Business Author
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