Maintaining relevance in today's ever changing world is one of the most difficult tasks to achieve. Doing so requires a complete organizational commitment to creating and implementing a clear, concise and compelling marketing message. Additionally, deliberate examinations of the relevance of this message, in addition to the product or service, are also needed if the organization is to achieve and sustain long-term growth. All too often, however, certain people in the organization maintain contempt for marketing and intentionally derail any initiatives designed to maintain relevance. These people would rather see their organization file for bankruptcy, close its doors or lay off employees before giving any credence to marketing. These are also the same people that go around asking "what could we have done?" Well for starters you could have stepped aside and let go of your ego, open your mind and collaborate with marketing. Are you anti-marketing in your organization? What has your organization done this week to maintain its relevance? What will it do next week? And what role will you play in helping marketing maintain the organization's relevance?