The Strength Of Weak Ties

In addition to the types of people in your network, you need to consider the extent to which you know people in your network.

In Getting A Job, author and sociologist Mark Granovetter found that 56% of people found jobs through personal contacts. Not surprising. After all, it is not what you know, but who you know.”

The surprise was that the personal contacts used to obtain these jobs were not family or friends – “close ties”. Rather, most could be classified as “weak ties”. 55.6% reported that they saw their “job-producing” contact only occasionally and 27.8% saw their contact only rarely.

So, when it comes to job hunting – or finding clients – weak ties tend to be more important than strong ties.

Why? Because close ties tend to occupy the same world as you do. A spouse or close friend may share many of the same network contacts as you and is likely to only refer or connect you to people you already know.

Mere acquaintances, or “weak ties”, on the other hand, are much more likely to know people that you do not. While you might share a small overlap in networks, most of the people they know are completely unknown to you.

The take-away? Do NOT rely solely on close ties to fortify your network. A better means is to associate with people you don’t know well – the person from work that you know casually from meetings or trips on the elevator; the person you see every week at church but, beyond a name, you know little else about.

From a networking perspective, the most valuable people aren’t those closest to you. In fact, the more people you know who aren’t close to you, the stronger your position becomes.

In summary, the quality of your relationships matters and one measure of quality is the strength or weakness of the tie. Having lunch with your long-time best buddy can be fun but does little to build your network. If you want to build your network, have lunch with someone you know … but not that well.

The “Kevin Bacon” Game

Kevin Bacon is a popular American actor. The idea behind the Kevin Bacon game is to link any actor or actress to Kevin Bacon through the movies they’ve been in.

For example: Mary Pickford was in “Screen Snapshots” with Clark Gable, who was in “Combat America” with Tony Romano who, 35 years later, was in “Starting Over” with Kevin Bacon. Three Steps.

In the 1990s, computer scientist Brett Tjaden determined that Kevin Bacon was on average 2.8312 steps from any actor or actress, which placed him 668th of all actors and actresses. Then he determined the overall connectivity of a host of other actors and actresses. Among the top 50 were names such as Martin Sheen, Robert Mitchum, Gene Hackman, Donald Sutherland, Rod Steiger, and Shelly Winters.

Duncan Watts and Steven Strogatz further attempted to determine why actor Burgess Meredith, who appeared in 114 films, ranked in the top 20 when Gary Cooper, with a similar number of films, ranked 878th, and John Wayne, with 183 films to his credit, only ranked 160th.

They concluded that while Gary Cooper and John Wayne appeared in a significantly greater number of movies, the movies were of a similar type. In fact, over 50% of John Wayne’s movies were westerns.

Burgess Meredith, on the other hand, appeared in fewer but a greater variety of films: 42 dramas, 22 comedies, 8 adventures, as well as action, documentary, science fiction, horror, western, thrillers, crime, children, romance, mysteries, and even a musical and one animated film.

What can you take away from the Kevin Bacon game? If your network looks like Burgess Meredith’s career, with lots of variety and diversity, you’re probably doing great! But if your network resembles John Wayne’s career – lots of connections but from relatively few sources – you need to diversify.

To explore the real potential of your network, you need to live in lots of worlds – work, church, PTA, youth sports, trade association outside your profession, etc.

Network Pyramid Capstones

In the 1960s, Harvard social psychologist Stanley Milgram studied what he termed the “small world” problem. He wanted to better understand how people were connected to one another.

So, he sent to 160 randomly selected people in Omaha, NE a packet with the name and address of a stockbroker from Boston. He instructed each individual to write their name on the roster in the packet, then mail it to someone they thought would get it closer to the stockbroker.

On average the packets reached the broker in six steps (thus the phrase “six degrees of separation”). Milgram initially reasoned that if the packets started from 160 random points, they would arrive at their destination with similar randomness. Many of the packets, however, followed the same asymmetrical pattern. Half of the responses that got to the stockbroker were delivered by three people. So, the phrase “six degrees of separation” doesn’t mean that everyone is linked to everyone else in just six steps. It means that a very small number of people are linked to everyone else in a few steps, and the rest of us are linked to the world through those few.

Try this. Write down the names of 40 friends and trace them back to how they were introduced to you. This will reveal that what people term as their “social circles” are really inverted pyramids. A large percentage of your contacts likely originated from relatively few individuals – your Network Pyramid Capstones.

Consider this – to “jump start” your network or determine where your time is best spent, find your Network Pyramid Capstones. Then reconnect with each over lunch, coffee, or whatever.

Make an effort to develop a great relationship with these people – find ways to help them and be sure they understand how they can help you. These individuals have been instrumental in building your network to this point and will likely do so in the future.

Networking Is Nothing New

Networking is simply human interaction and it has been with us since the beginning of time. These human interactions are really just the relationships we have with one another. How we connect. Some connections are passing. Some connections are more lasting. Some connections are seemingly lifelong.

Given this, networking is, more or less, really just human behavior. Talking. Listening. Understanding. Being empathetic, encouraging, inspiring, smiling, laughing, and being a friend. Thus, all human behaviors involving other people are relationship-based and is networking.

The wonderful thing about human behavior is that there are patterns to it. While the patterns may not be perfectly predictable – as you might find with a chemical reaction or a physics experiment – there are patterns generally there.

Whenever there are patterns, however, there is curiosity. And whenever there is curiosity, you will find people of science trying to explain the patterns through studying, observing, and examining them.

Human behavior involving our relationships is no different. The social sciences – sociology, psychology, and economics, just to name a few – for years have examined how humans relate to one another, both personally and professionally.

30-Second Commercial 8 of 8

If you think about it, considering all these different options and orders, there are literally dozens (if not hundreds) of different 30-second commercials for you. So, do not stop at just one. Rather, select a handful of the ones that you feel are the most powerful for you and where you are the most comfortable saying them. Go with these.

Like anything, however, you will not get good at delivering your 30-second commercials without preparation, planning and practice.

Write Them: Using something as basic as a small note pad or 3×5 cards, neatly write or type your commercials for future reference.

Review Them: Once you have them written out, keep them handy so that you can practice or review them from time to time (just a few minutes each week is plenty).

Use Them: When someone then asks, “Who are you?”, do not hesitate. Have the courage to launch into one of your 30-second commercials (picking the appropriate one for the time and place).

Refine Them: Your 30-second commercials are always a work in process. You should look for ways to update them to make them more clear or better represent you.

30-Second Commercial 7 of 8

An effective 30-second commercial is good, but having more than one is better. You have a lot to offer and it won’t all fit in one commercial.

No two people are the same and no two situations are the same. Thus, it only stands to reason that you have different messages to fit different situations and people.

Plus, if you consistently say the same thing, it eventually becomes “white noise.” Don’t fall into the “one size fits all” trap. Consider the following:

1) Develop a variety of Message Bodies – some informative or educational, others flippant or amusing, still others something with a little shock value (where you really want to grab some attention quickly).

2) Vary the reason WHY people should refer you. What information about you or your company will instill confidence and boost your credibility? What makes you uniquely qualified or sets you apart?

3) Vary the request. In some settings you can outright ask for people to refer you clients. In others, ask for a connection to a strategic partner (an accountant or attorney, perhaps). Or maybe you need to ask for information (such as details on networking events, job transition groups or background on people).

To summarize, make your 30-second commercials effective by having different MESSAGE BODIES, relying on different things to establish CONFIDENCE, and altering the REQUEST.

The order in which you present this information can vary. The above framework is a suggested guide. It is not an ironclad rule of thumb. Lead with something to inspire CONFIDENCE or, perhaps, your strong definite REQUEST, or even an amusing MESSAGE BODY.

It does not matter how you slice or dice the framework. The key is conveying the message with all the bits and pieces in about 30 seconds.

30-Second Commercial 6 of 8

 

Now clearly articulating WHO you are, WHAT you do and WHY you are uniquely qualified is nice. However, in a sense, it is like having a souped up car with no wheels. To complete your 30-second commercial, you need to clearly state WHAT it is you need.

I hear a lot of 30-second commercials and many of them have a weak finish. This is because they have a wimpy ASK or request. The best way to illustrate this is through an example … an example of what NOT to do. Do not make your HOW statement something like, “A good referral for me is someone in transition or not happy with the direction of their career.” Rather, here is a better example.

“If you know of someone in transition or not happy with the direction of their career please introduce me to them.”

The main difference between these two is that the second has a “call to action.” If you see or know of this, please send it my way … Or give me their number … Or invite them to my seminar.

The first example, “A good referral for me is someone in transition or not happy with the direction of their career” gives the same information, but it leaves someone wanting to say, “That’s nice.”

It is like my kids. They will say, “Dad, I am hungry.” And my response is, “Thanks. That is good to know.” They know now they need to make a Strong Definite Request. “Dad, can you cook me Mac-n-Cheese?” They are asking for action, which is far more powerful.

30-Second Commercial 5 of 8

 

Everyone has competition, including you. What makes you unique amongst your competition?

Again, WHY you? Your 30-second commercial needs to convey credibility and confidence that serves to answer that question before it is asked. Consider an example.

“Not only have I helped more than 100 people get into the right franchise, I also spent 10 years as a CPA … helping my clients know what they were getting.”

Who would a prospective franchisee prefer to work with? Just anyone or someone with this background? The answer should be obvious (at least the question was intended to be rhetorical). The point is that Inspiring Confidence (answering the “WHY you?”) is vital to your 30-second commercial.

30-Second Commercial 4 of 8

 

There are few options to the basic introduction (as discussed in part 3); it is largely void of creativity, right? That’s okay, because you can more than make up for it with the Message Body. This is essentially the heart and soul of your message and you can approach it from lots of different angles … You can INFORM the person or EDUCATE … You can even AMUSE or STARTLE them to get the point across.

You might be thinking, “There is nothing remarkable to what I do.” Certainly, what you do may seem like basic vanilla. What you need to give yourself credit for (and convey in your messages) are all the different WHEREs and HOWs you do what you do. With that, you can add some creativity to your message body.

For example, a real estate agent may help people buy a house. There are lots of reasons when they do this.

  • Get out of an apartment.
  • To have a bigger house.
  • To have a second house.
  • To have a smaller house.
  • To flip.
  • To rent.

Each of these could be the basis for a completely separate message body. No doubt, you can do the same for your business or profession. Read on in Part 5.

30-Second Commercial: Part 3 of 8

 

Your 30-second commercial should address who you are. There is no magic to stating the WHO, the Basic Introduction. After all, it is (well) basic. Nevertheless, this part of the 30-second commercial is important.

In your Basic Introduction you need to clearly articulate your name (is it Mike or Michael … Kim or Kimberly?). Then state your title and the work you are associated with. Each of these is important.

Now, nothing says it has to be in this precise order … You could achieve the same thing by re-stating the example “I am a franchise broker with National Franchising Group … I am John Doe” Or “I am with National Franchising Group. My name is John Doe. I am a franchise broker.”

Whatever the case, your 30-second commercial should address who you are. The next step is in Part 4.