Last week saw the gathering of over 300 ad agency folks at the annual B.C. chapter of the American Marketing Association. The topic for debate was all about trends for 2013. It became apparent that there was no one single thing for us as marketers to focus on, but more like a top 100 list. As a scientist, I had the need to simplify, to distil the vast array of new platforms and buzzwords into a crystal of something purer that centrally links such trends. Throughout this process, the one link that kept rearing its head was "relevance."