In a world that does not just change quickly, but continuously, the greatest threat to your marketplace viability may very well be irrelevance. The graveyard of failed businesses is filled with companies that went from magnetic to irrelevant. It can be a gradual slide into irrelevance in which the company sees customers and revenue slipping away little by little, or it can be a sudden realization one day that it is just over. This chapter illustrates this point by presenting Radio Shack's long, slow, painful slide from magnetic to irrelevant. It also presents some reasons, other than irrelevance, that one might lose customers or see a slowdown in the ability to attract new customers. Keeping the magnet for attracting business strong is one way of staying vitally relevant to one's customers.