The long shift from needs to meaning
By: Giuseppe Cavallo Published on: 27/11/2025For decades, relevance was the reward for solving a need. If you reduced friction, saved time, or delivered convenience, you were relevant, and competition was based on your ability to wash cleaner, to drive faster, or to save more time. That logic still matters, but it no longer explains why some brands become central to people’s lives while others remain transactional. Relevance has migrated from the territory of needs to the territory of meaning.
How to be happier and more competitive
By: Giuseppe Cavallo Published on: 27/11/2025Deciding how to address the needs of potential clients used to be simple. You identified a problem they had and offered a solution. Persistent stains? My detergent washes them cleaner. Long hours on your feet? My shoes are more comfortable. You have a problem, I have a solution that works better than the alternatives. Sometimes it was superior, sometimes simply unique. During decades, that was enough.
The stories that make you relevant
By: Giuseppe Cavallo Published on: 27/11/2025What are the stories that put you on the radar of your future clients, and also of the public you want to reach? The answer is simple and powerful: the stories that speak about them. This idea is easy to accept, but turning it into a strategic practice requires going deeper. Let us look at what it really means and what conclusions we can draw for personal branding.
Rethinking personal brand promotion
By: Giuseppe Cavallo Published on: 27/11/2025Promotion is often confused with online visibility. Visibility is useful, of course, but it is only one dimension of a much broader idea. Promotion is the disciplined, intentional and human act of activating your presence in the market. It ensures that the right people notice you, understand what you offer, and remember you when an opportunity appears. Promotion is the practical side of relevance. It is how your value enters the field of attention of the people who matter. Let us explore the elements that make this possible.
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