A Shift In Networks
People attend conferences primarily to network. Networking usually includes engaging in a quick, superficial conversation, marked by the exchange of a flimsy, awkwardly moist business card, with both eyes darting in circles to spot the best person to approach next. While this activity is encouraged and even sworn upon by executives, I’ve found it generally worthless without discipline and transactional goals in mind.
As someone comparatively younger in business, I realize the deck isn’t stacked in my favor when my target clientele are generally older-school personas. In their eyes, age is still a deal breaker. Realizing this, I temporarily remove myself out of scrappy startup mode if I’m faced with networking. While startups are where my heart is, I’m determined to not let my company become another washed up blog post reminiscing my top ten mistakes. This means actively seeking transactional relationships, not new buddies.
My pleasant experiences in startup land during the idea phase of my business included smart, generous people willing to help and introduce me around, but few willing to put money down on the table. While I never expected more, I still appreciate the hospitality and return the favor to this day. My point is that this is a different strategy compared to what I’m seeking now. Ruthlessly, to the benefit of a real money-making business, I’ve changed my priorities.
Where I’ll comply in agreement with the networking mantra is that it’s a helpful first step in making an initial face-to-face connection with someone. The humble realization I’ve made is that you’ll inevitably gain someone’s graces by engaging in a business or social transaction with them. If you want to be noticed, sell someone something. If you want to be respected, help someone’s pockets get fatter. If you’re not in the position to do either one, introduce them to someone who can. That’s what matters in the end.
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