Relevance is at the core of the human condition. We have an innate desire to improve ourselves and make our mark on the world. But the rise of advanced technologies, the decline of our climate and the changing world of work has left many searching for identity and community, and asking “where do I fit in?” While focusing on how to make brands relevant we’re missing an important, broader trend — the decline of personal relevance. People don’t want what you make, they want what you will do for them. How can we create a new virtuous circle of relevance that incorporates human desire to contribute, be recognized and belong? How can you align people’s innate desires and provide experiences that show them why they matter? We will explore 8 starter points for how to design for relevance.