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Brick No21: The Six Degrees of Networking
By Matt Weston, Friday 28 November 2003 It's a small world. And for me, recognising that is the simple key to effective networking. You've probably heard of the idea of 'Six Degrees of Separation'. If not, it's a pretty simple idea (based on a method discovered by Sixties' Scientist, Stanley Milgram) – It's possible to link yourself, by acquaintance, to any other random person in the world within six moves. The idea inspired a play written by John Guare, and, in 1993, a film starring Stockard Channing and Donald Sutherland. And a few years ago, a bunch of drunken Pennsylvanian college students worked out that they could apply it to the movie industry, and specifically to B-list luminary, Kevin Bacon. The story goes that they chose Kevin Bacon because he'd made lots of films, and his name has the same syllable pattern as 'Separation'. Almost every Hollywood actor or actress can be traced to having worked with Bacon within 6 steps of separation. Try it at http://www.cs.virginia.edu/oracle/. In 10 attempts (Carrie Fisher, Woody Allen, Patrick Swayze, Al Pacino, Jennifer Aniston, Holly Hunter, Alfred Hitchcock, Cary Grant, Juliette Binoche and Angela Lansbury) I failed to raise a 'Bacon number' of more than 3 moves! In Hollywood circles, the man is incredibly well connected. Today, I'm not going to prise apart the secrets of Networking in terms of how you schmooze new clients, or smile and shake hands the right way. For all that, you need only one book - Dale Carnegie's 'How To Win Friends and Influence People', a timeless classic, never bettered. Another time, I'll share with you some real-life advice from some of the best networkers I know - how to network genuinely, and why setting up your own networking circle means that you get the cream. But today, the single thing I want to impart to you is this - how in my experience 'Power Networking' - forcing your way into the consciousness of people more important than you, indiscriminately passing around business cards - doesn't work. What does work is what I'm going to dub 'Six Degrees Networking', and this is how you can make it work for you – (a) Hollywood = Your Niche First up, realise how small a world it is. Focus on what specific area, industry or market you need to become 'well connected' in. You'll find in most industries, like Hollywood, people can be reached in less than 3 moves, not 6. (b) Have a purpose Why Network? I see three main purposes (1) To obtain new contacts, referrals and sales leads (2) To develop a support network and (3) To exchange information and experience. (c) First, network with the people you know already The only way to start building your network is by leveraging the friends, old colleagues, acquaintances, family members, sports team members, neighbours, suppliers, customers et al that you already know. These are your 1st Degree contacts, people you know by first-name and face already - make sure you ask every one if they know of anyone else who would be interested in your product or service. You'd be surprised how many doors your 1st Degree contacts will open for you, when prompted. (d) Don't try to go direct to the people you're trying to target Look at how the US eventually caught up with Uday and Qusay Hussein - by capturing the lower ranks of the Iraqi deck of cards and working them for information. Your pitch is much stronger when you've been warmly introduced, by a mutual friend, to a new customer. (e) Always be of service to others Before you start expecting introductions from other people, make sure you give introductions yourself. At every meeting I attend, I try to come up with at least two or three people I know, who I think the person I'm meeting with should hook up with. I've initiated many business relationships for other people. And what comes around goes around - if you're someone who helps others network, you'll find it easier to ask for referrals yourself. (f) Target influencers Why does David Beckham get paid so much by Adidas? Because he has so much influence on the company's target market. The Holy Grail of Networking is finding individuals who have lots of trusted friends and acquaintances. If you can get these 'influencers' to recommend your service or product, you're there. Targeting influencers is a lot like being a Chess Grand Master - think out your moves in advance, like Kevin Bacon (he always wanted to work with Clint Eastwood!) (g) Get people taking about you, and about your business I picked this up off an old colleague of mine, Chris Broadbent of Vitesse Media - Chris is a wonderful, and genuine, networker. Legend has it Chris met his future wife, Charlotte, at a networking event. They've set the wedding for 2008 so that they can get all the invites out. Chris's measure for networking success is having his ears burn from other people talking about him and the products he works on - even when he's not there. If people are interested enough in what he does to discuss him when he's not present, then a sale is only a step away. The only way you can stimulate this is the softly, softly 'Six Degrees' approach. Appreciate every relevant contact on every tier (or degree) of your network. And be someone who always gives out contacts, as well as asks for them. Lastly, a Networking Request As a loyal reader of business bricks, do you know anyone else in the same boat as you, running or thinking of starting a small business? I'd really appreciate it if you could rack your brain and share this email (or a link to businessbricks.co.uk) with anyone you think would find it useful. Thanks! Remember to sign up: back to top |
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