Weak Ties, Strong Results
Network promiscuously.
Perhaps you’ve heard about the difference between strong ties (relationships that have depth and longevity) and weak ties (loose connections that may be incidental or even virtual).
Our instinct is that strong ties are likely to be superior for advancing our business, but weak ties can be just as (or more) important for generating referrals.
In a 1973 survey (Stanford sociologist Mark Granovetter) conducted of how 282 men in the United States got their jobs, he found that a person’s weak ties – their casual connections and loose acquaintances – were more helpful than their strong ones in securing employment. “Your weak ties connect you to networks that are outside of your own circle,” explained Granovetter in a 2022 interview. “They give you information and ideas that you otherwise would not have gotten.” (source)
After 40 years of business network building, I have to agree. Many of my opportunities have come from people I’ve only barely met, or who are one connection away from a strong tie.
And this is why it is so vital that you develop a brief, vivid “Memory Dart” message that embeds in the minds of ALL your ties - strong or weak. People can only refer you if you paint an accurate and memorable picture of who you serve, and the value you deliver.
Your most important message: where you “fit” in the marketplace.
Even your strong ties - including your clients - may have a faulty understanding of who you are and what you offer. I have been shocked at times when I’ve asked people what they think I do - people who have been on the receiving end of countless emails, newsletters, blog posts, and even phone calls.
It’s never safe to assume that people have received, understood, and remembered the message of what you do and who you do it for. Get right to the point!
Your competition is all the noise out there in the world, and all the confused distraction in the minds of others. Your message therefore has be simple, clear, and memorable. Not an elevator pitch. A Memory Dart.
My books - Clarity Wins, and The Point - show you how to create effective Memory Darts that will maximize your growth through all your ties (strong or weak). I also consult with individuals and teams to develop effective personal branding messages.
You can’t say it enough! The more you network - both strategically and promiscuously, live and on-line - the more readily your message gets out.
If you’re looking for a skilled consultant to help you and your team win with clear communication, contact me.
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“After sitting down with Steve to map out the GRÄETZ Media Group brand, I immediately started using his brilliant 'memory dart' concept in my presentations, website, and intros. The difference was night and day—my messaging became sharper and more impactful. If you want to bring real clarity to how you show up in your market, do yourself a favor and book time with Steve." -Jarrod Gräetz, Chief Transformationist