I was listening to a fascinating interview with Yuval Noah Harari in the Bloomberg’s Soundcloud before I was going to sleep. A 52-minute gripping audio interview with tonnes of insights. One of the ideas which struck me is the difference between intelligence and consciousness. He says, “Intelligence is the ability to solve problems, whereas the consciousness is the ability to feel things. There is a world of difference between the two. “
In digital marketing, we talk about content relevance. How much the algorithms of social media is able to understand the content which is relevant for you would be found out based on your past pattern of engagement. It is possible when the machine learns your preferences. But what matters really is the content resonance. It is about how we emotionally feel for the content and resonate with it.
Relevance in content is an intelligent thing. Resonance needs understanding the pulse of matter. For that, you need to deeply understand how people feel. Just like how intelligence and consciousness are different.
Relevance can be machine driven. Resonance is human powered.