A Conversation With Author Andy Coville

Today, we celebrate the launch of Relevance: The Power to Change Minds and Behavior and Stay Ahead of the Competition by Andrea Coville.

Andrea CovilleToday, we celebrate the launch of Relevance: The Power to Change Minds and Behavior and Stay Ahead of the Competition by Andrea Coville. In this second book of the Bibliomotion Spring 2014 season, Andy explains the new meaning and dimension of the word “relevance.”

What inspired you to write Relevance?

The actual moment came on a flight home from NY when I was reading a presentation on brand engagement. It was right after the first natural disaster in Haiti and I was really thinking about how so many people had engaged in the disaster response and had done things to help in extraordinary ways. It was the spark that got me thinking about building a hypothesis that supported the link between communications and behavioral change. From there we parsed the relevance concept and really concentrated on going beyond today’s tendency toward insistent, data driven communications.

What was your favorite part of the writing and publishing process?

Working with my collaborator Paul Brown. It was just really fun.

Relevance3D_finalWho do hope reads your book? What do you want them to get from it?

I hope everyone will find elements of the book useful and even refreshing. We’ve tried to use stories that illustrate the concepts in a down to earth sort of way, I hope anybody that wants to get beyond the noise and intensity of our current communications environment and believes that communications is truly an art when it simply creates meaning will enjoy the book.

Who was your #1 influencer for your work?

John Brodeur. He always believed in the Relevance concept and really pushed the idea of a book. Also, Don Murray, my Journalism professor and Advisor at UNH who gave me confidence when I was a student that I could create and write something of value. He always said just practice and stay at it. Ninety percent of anything is discipline and not giving up.

What are you reading right now?

Breakfast at Tiffany’s.

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