Bill Neff loves a good adventure. As VP of Strategic Partnerships and Customer Experience at YETI, he's on a quest for two R’s: Realness and Relevance.  In this episode of the Courageous Podcast, Bill and Ryan delve into the art of forging genuine connections with audiences.  They get into details about certain tactics and strategies Bill has successfully implemented in his role at YETI, contributing to the brand's evolution from a hunting and fishing-centric company to the household name it is today.  Among the key themes discussed are the nuanced distinctions between brand-awareness and brand-trust, uncovering a product's unexpected relevance in niche markets, and the imperative for brands to prioritize people over data.