We live in an age of over-saturation. From coffee shops to content, every day, the average consumer is faced with a multitude of choices.
So, how do we go about making our decisions?
Various factors come into play — recommendations and referrals from trusted sources like friends and family, for example. We tend to value these suggestions above all others because they come from people who know us i.e. their recommendations are based on their understanding of our likes, preferences, and interests.
Their suggestions are highly personalized and therefore, are what we deem to be "relevant."