Ducks in a Row: Retro Culture of Introductions
by Miki Saxon
For centuries the most important information upon meeting someone new was where were they from and who was their family.
Once that was known the involved parties would be able to figure out how they were connected; crucial information in order to do business or move forward with any kind of relationship.
Then World War II and the post war automobile culture changed our social structure forever.
Strangers met, formed businesses, fell in love and married — all without the introductions and recommendations of family, friends or other associates.
Fifty-plus years later we have reverted to our previous attitudes regarding introductions — now based on professional/personal networks, social media and the crowd-sourced opinions of strangers.
After attending a fintech conference (see his upcoming post Thursday) Ajo Fod, founder of Alpha Sangha, left a comment on KG Charles-Harris’s post regarding the help that entrepreneurs really need.
The most effective resource at this point in my start-up is introductions to the right people. Meeting them directly doesn’t seem to have the same effect as an introduction.
Entrepreneur of not, what can you do to offset a lack of introductions?
Here is what I told Ajo.
You are right in your analysis that the best connections are the result of introductions and this seems especially true when it comes to investors.
Partly it is a function of trust, i.e., I trust you because I trust the person who introduced us, which is ridiculous as I wrote in Who Do You Trust? in 2008 and KG touched on a couple of years ago in If the Shoe Fits: Facing Reality.
Beyond repeating what you already know, such as working your network, finding connections, etc., I suggest that you put part of your focus on developing your peer-and-below network, not just those who can directly help, by reaching out and helping them. One way to accomplish this is by responding on forums like Quora.
Use your expertise to build your visibility, so that even with no intro you will be a more known quantity when they google you.
Not great, but you have to start somewhere.
Image credit: George Tims
