Building Connections: It’s Not What You Know, But Who You Know

It’s not what you know, but who you know. Uncomfortable, but true. This is a classic cliché in the business world and often plays into common accusations of old boys’ networks and nepotism.

In law, the more senior I became, the more I saw that work came through contacts. Legal skills were assumed. People hired me because they knew me, liked working with me and believed I would get the work done.

However, as much as we may hate these accusations, this fact is quite accurate.

Trust Over Technical Skill

I knew this as a private practice lawyer, especially the more senior I got. People were not giving me work because of my legal skills, but because they knew me. My legal skills were a given.

I got work from contacts who knew me, liked working with me and ultimately trusted me. I would get the work done.

Greasing the Wheels

I also am seeing this in my recent conversation with small business owners and their pain points about bank account openings, which I recently wrote about.

The main takeaway was that if you have a good connection at a bank they can smooth the process, in effect ‘grease the wheels’.

If you know someone they will be more likely to give you work, even if you may not know that actual piece of work. Ultimately if you are intelligent and capable you can learn what needs to be done.

On your side, you don’t want to let your contact down. They have done you a favour, so you will do a good job, including learning what you need to learn.

In effect it’s a win win for both parties. Your contact has put trust in you and you in turn may have learnt something new.

The Network Effect

The connection concept can be taken one step further. Several small business owners I have spoken to have said they have received work from someone who has been referred to them, i.e. they are a totally new connection. But the referral is willing to work with them as they have a mutual connection. This creates a network effect.

Professional Networking: How Does This Apply to Me?

For me, I am reminded I need to return and connect. Not be static.

In my current field the roles are limited, so I need to explore new fields, where I may not have many connections.

I am in a sense lucky that I have flexibility and time to try new things and also meet new people.

This can be hard at times and very much out of my comfort zone, especially in new environments when I don’t know anybody. Doubly so when it might be an industry I am not so familiar with.

Another way is to ask your existing contacts to introduce you, the referral network. This was recommended by one successful business owner I met. She told me that when she started networking, her aim was to get one or two introductions to people she wanted to meet. Again, this is new to me, and outside of my comfort zone.

But in both cases there is no harm in giving them a go. For me the stakes are very low.

I also have an opportunity to see what areas of the market are in demand and see if my skillset can align to that market.

Ultimately I am testing / trying different methods out. I don’t have work yet, but it goes to the argument that you have to make your luck by being proactive.

Your Turn

What about you? How have connections helped you in your career or business? Are you actively building your network or have you become static?

I’d love to hear your experiences. Drop me a comment by subscribing to browngeek.

Remember: Consistency. Keep showing up, keep connecting, keep learning.