It’s Not Who You Know, It’s Who Knows You
For several years, I’ve been speaking about how everyone you know – every single person – is a potential lead generator and throughout, I’ve stressed the importance of being able to succinctly and clearly describe what you do so you can make sure that every single solitary person that you know understands who you need to meet.
A few years ago, one of my audience members chimed in to say that 3 years after she had started her food photography business, she took the time to actually explain to her husband’s grandmother what she really did for a living. Lo and behold, her grandmother-in-law knew Martha Stewart and promptly introduced them. Talk about 6 degrees of separation!
I was reminded of this story when I recently found out that one of my clients was working on a project where she needed to connect with a linguist who specializes in obscure languages. She mentioned this to me in passing – as part of a longer story related to the work we’re doing together. Little did she know that my second cousin is the editor of a linguistics publication and did his doctorate in exactly the area she needs help with!
It just goes to show – the more people you share your passions with, the more likely you are to find someone who knows someone who can help you. So make sure your network knows what you’re up to ‘cause who they know only matters if they understand enough to make those connections.