Sight, sound, touch, smell and flavor offer powerful pathways to relevance. Find a way for people to experience these sensations in what you’re selling. If your offer is intangible – like services, software or an ideal – we’ll get creative.

Everything can be experienced in a sensory way. Imagine the distinct aroma of new electronics emerging from the packing. The energy coursing through your body when you discover that your new software has doubled your monthly sales. The shrieks of joy you hear when a Supreme Court decision goes your way.

To be relevant, invoke the sensory.