Michael McQueen, trend forecaster and author of the book Winning the Battle for Relevance, highlighted this by showing on screen a gallery of such brands from across the globe. ‘Hot to not’ ...

Memento is one way to do this. Of course, it's not necessary to buy this particular book; any notebook would do, really. But one nice thing about the book McQueen has put together is that the ...

In the book, McQueen charts what he calls a ‘relevance curve’. At the first stage, a business is still trying to find its way. It’s not relevant, and it’s not clear on its market.