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If you follow this series of articles, you know that we approach credibility as a marriage of characteristics and activities. You can develop the characteristics and you can implement the activities. In other words, credibility is not the result of some Harry Potter magic. It is what happens when many different (specific) things come together. If you don’t have those things, you’re more likely to have neither credibility, nor the ability to demonstrate credibility. Now, with that in mind, let’s look at one of the essential elements of credibility – relevance.

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