A person’s well-being is a combination of a healthy mind, body, emotional state, and spirit. To be truly well is to be well entirely. For a company to be relevant to customers is also to be relevant entirely. Relevance starts with products designed around a specific set of customer needs. Once the product is launched, however, many companies relegate the job or “mattering” to the purview of marketing messages. In fact, the foundation for customer relevance must be present in every aspect of the business—from product, to sales and marketing, to legal, to services. The rules in the frst section are about developing the cross-functional collaboration and synchronization required to ensure that you matter to customers at every point in your relationship.