In the race for the heart, mind & pocket of the consumer, relevant always wins
Machiavelli famously said: "It is good to be loved and good to be feared, but if you have to choose, it is better to be feared than to be loved"
In the race for your customer's heart, mind and pocket, keep in mind that it is good to be authentic, it is good to be better and it is good to be relevant. But, if you have to choose, it is better to be relevant than to be authentic or even better.