When it comes to networking, you never know who people know. One
key to building a powerful personal network is diversity.
In running a large business networking organization, I often speak
to people who tell me they want to network exclusively with other professionals
who work with clients in a similar socio-economic target market—in other
words, network with professionals with similar clients. Although it is good to
include these people in your personal network, any attempt to network with them
exclusively would be a tremendous mistake.
It is human nature to congregate with people who are like us. People
tend to cluster together based on education, age, race, profession, and status.
We tend to hang out with people who have similar experiences or perspectives as
ours. Most of our friends and associates are often friends and associates with
each other as well. The problem with this is that when we surround ourselves with
people who have similar contacts, it may be difficult to make connections with
new people or companies with whom we desire to do business.
Networking Linchpins
A diverse personal network enables you to increase the possibility
of including connectors or “linchpins” in your network. Linchpins
are people who in some way cross over between two or more clusters or groups of
individuals. In effect, they have overlapping interests or contacts that allow
them to link groups of people together easily.
When it comes to networking, diversity is key because it allows us
to locate these connectors, or linchpins between clusters of people. Connectors
are the gateways to other people. They create shortcuts across groups.
The best way to increase the number of linchpins in your network
is to develop a diverse network.
Having developed over 4,000 networking groups in two dozen countries
around the world, I can state that the strongest networking groups are ones that
are diverse in many ways. The more diverse the network, the more likely it will
include overlapping connectors or linchpins that link people together in ways
they would have never imagined.
Overcome Biases
I believe that one of the problems in understanding this concept
is a built-in bias that many people have about networking with individuals who
are outside their normal frame of reference. For example, a good friend of mine
in Boston, Patti Salvucci, recently told me an amazing story.
Patti runs dozens of networking groups in the Boston area. She told
me about one of the groups she was visiting recently that met in a private meeting
room at Fenway Park. She said that she arrived a little early to the meeting and
noticed an older gentleman setting up coffee mugs in preparation for the meeting.
Well, anyone that knows Patti knows that she is a master networker and so she
struck up a conversation with the man while waiting for members to arrive. In
talking to him, she was really taken by the amazing tenor of his voice. She mentioned
to him that he had an incredible voice and asked what he did before this. The
gentleman informed her that he used to be a commentator for CNN! He went on to
tell her that in his later years, he wanted to work in a less hectic job as well
as live closer to his daughter. He decided to take on the job of managing the
owner’s suite at Fenway Park in Boston because it enabled him to be close
to his family while having a less hectic career.
Patti asked him about some of the people whom he met in broadcasting.
He shared many great stories with her, including an interview that he had done
with JKF a week before the president was assassinated. It was an interesting conversation
that she genuinely enjoyed.
Later in the meeting, one member, Don, publicly mentioned that he
would really like to do a radio talk show someday and was looking for some contacts
who could help him pursue this dream. After the meeting, Patti asked Don, “Do
you see that guy over there (pointing to the ex-CNN commentator)? Have you seen
him before?” “Yes,” said Don, “he’s the guy who
sets up the coffee for our meeting.” Patti said to Don, “Did you know
that he used to be a broadcaster for CNN?” Don had no idea. Patti suggested
that Don introduce himself and learn a little about the man he’s seen every
week for several months because he may well make a connection for him in the broadcasting
industry.
The irony in this story is that he had seen the man on many occasions
but had not struck up a conversation with him because he felt that they had little,
if anything, in common. The truth is, when it comes to networking—not having
a lot in common with someone may mean that they can be a connector for you to
a whole world of people that you might not otherwise meet.
Some of the strongest networking groups have a good mix of members
based not only on race and gender, but also based on profession, age, education,
and experience. The more diverse your network, the more likely you are to make
overlapping linkages between clusters of people. The more linkages you can make
between clusters of people, the stronger your network can be.
If you wish to build a powerful personal network—branch out.
Build a diverse network of professional contacts that include people who don’t
look like you, sound like you, speak like you, or have your background, education,
or history. The only thing that they should have in common with you—and
the other people in your network—is that they should be good at what they
do. Create a personal network like that, and you’ll have a network that
can help you succeed at anything. PE
