Download: MP3 (49.5 MB)

You’ve probably heard the saying, “It’s not what you know, it’s who you know.” It’s a nice sentiment, but like most platitudes, it lacks any sense of practicality.

Not only that, but the phrase “it’s who you know” might imply that you’re only getting to know people in order to gain something from them, which is remarkably disingenuous.

How then is it “who we know”? Do you just try and find the biggest names possible and try to become friends so you can get a favor later on?

Spoiler: no.

Relationships vital to the success of your brand, not only the ones on the inside but also the outside connections you have. How you build your brand usually comes as a result of the people who help you.

In today’s show, we’ll be talking about the importance of building relationships inside and outside of your brand, and how to leverage the relationships you already have.

Highlights, Takeaways, Quick Wins
  • Build up relationships with people to increase the value in their life and yours. Don’t just use people.
  • Focus less on getting to know the big names and increase the number of people you know at your level. Out of every big name you might know, you know twenty “small” names.
  • Approach someone you’ve helped or talked with in the past. The more value you give, the more likely you’ll receive value in return.
  • Explore connections your existing connections may have.
  • The worst thing someone can say in response to a request for help is no. Thank them for their time and move on.
  • Always offer value first. You can always extend value back to someone else even through their help to you.
  • At some point in your business you’re going to need to talk to people. It’s a skill, so exercise it as much as you can.