Relevance

These days, many people know where Iceland is. At least in a general sense. Even more know something about the country — about the glaciers, puffins, funny sweaters.

A few decades ago, this wasn’t the case. The chances of a person knowing anything about Iceland were slim, because Iceland was outside their radar. It wasn’t, as far as they knew, relevant to their life.

Folks know about Iceland, now, because millions of dollars have been spent explaining why it’s important to potential visitors. W...