🔟 Rules of networking

Янагийн хуваалцсан leadership-н PPT-c өнөөдөр уншсан хамгийн сонирхолтой зүйл нь “10 rules of networking” by Keith Ferrazzi, CEO of Ferrazzi Greenlight байлаа.

https://www.inc.com/magazine/20030101/25049.html

Rule 1: Don’t network just to network.
“Well, what do you want?” Ferrazzi will ask any would-be networker seeking instruction in the art.

🌍🌎🌏What do you want?

Rule 2: Take names.
“I’m constantly ripping out lists in magazines. I was one of Crain’s ’40 under 40' when I was 30. Interestingly enough, I had been ripping out 40-under-40 lists for years and continue to do so.”

👨‍🎓👩‍🏫👩‍⚖️👨‍🏭👩‍🔧👩‍💻👨‍🎤👨‍🎨🧙‍♀️

“Those are individuals who somebody has spent enough time to identify as an up-and-comer, a mover, an intellectual, and these are the kinds of people I want to surround myself with.”

Rule 3: Build it before you need it.
Back in 1999, when Ferrazzi arrived at Starwood Hotels from Deloitte, his goal was to become president or even CEO of the multinational hospitality corporation. But by early 2000 things weren’t going well. The company, under the mercurial leadership of chairman and CEO Barry Sternlicht, was known for the early defections of its top executives. Ferrazzi’s relationship with Sternlicht was “strained,” according to one insider, and Ferrazzi realized he had no future at Starwood.

On his last day at the company — as on most days — he made more than 40 phone calls, one of which was to Sandy Climan, a well-known Hollywood player who once served as Michael Ovitz’s right-hand man at Creative Artists Agency and who now runs an L.A.-based venture-capital firm called Entertainment Media Ventures. What’s interesting about the call, and the dozens of others like it that Ferrazzi made that day, was that long before they knew Ferrazzi, many of the people he spoke with had been on one of his lists.

Three months later, Ferrazzi had five job offers. Climan had him meet with people from YaYa, one of the companies in his firm’s portfolio. It didn’t hurt that one of the other investors with a stake in YaYa, Knowledge Universe, was backed by Michael Milken. Milken had been on a list for years, until Ferrazzi finally connected with him through a nonprofit cause. Ferrazzi has since come to consider Milken a mentor. “You build your network before you need it,” says Ferrazzi. “When someone comes to me for advice on how to build a network because they need a job now, I tell them it’s useless. People can tell the difference between desperation and an earnest attempt to create a relationship.”

🍕Rule 4: Never eat alone.
The dynamics of status in a business network are similar to those in Hollywood: invisibility is a fate worse than failure. Above all, never, ever disappear. “Keep your social and conference and event calendar full,” Ferrazzi tells me. “I give myself one night a week for myself, and the rest is an event or dinner.”

Is this a life?

✨“Үл үзэгдэх байдал бол бүтэлгүйтлээс дор хувь тавилан юм.”

Rule 5: Be interesting.
He is keenly aware that perception drives reality and that we are all, in some sense, brands. All his choices — his Prada suits, his conversational style, his hobbies — help him fashion a distinctive identity that is both interesting and attractive. And the cornerstone that supports the design of a person, he instructs, is content.

👀“Being known is one thing, but being known for content is something else entirely — and much better,” he says. “You have to have something to say to be interesting to people.”

Rule 6: Manage the gatekeeper. Artfully.
“When you don’t know someone, the first concept is getting past the secretary,” he says. “So Johnson’s secretary says, ‘I’m sorry, Mr. Johnson is traveling, he’s traveling all month.’ And I say, ‘That’s OK. Why don’t you tell him a friend of Jane Pemberton’s called? Tell him to call me back if he has some time.’ I didn’t push. The first call you don’t push, because the admin doesn’t know you, and you never want to get the admin pissed off at you; they’re the gateway.

“Second call is almost the same thing: ‘Hi, this is Keith Ferrazzi. I’m just calling back because I haven’t heard from him,’ as if the presumption is that I would have. It’s totally innocuous, no obligation. On the third call, she’s getting a little pissed. ‘Listen,’ she says with a little strike in her voice, ‘Mr. Johnson is very busy. I don’t know who you are….’ I counter: ‘I’m just a personal friend of a friend, I just moved into the city, Jane suggested that I should meet Michael, and I don’t even know why, besides Jane being a good friend of Michael’s. Maybe it’s all wrong, maybe we shouldn’t meet. I apologize.’ That puts her on the defensive. Now she thinks that she’s been a dick to a personal friend of a friend of her boss. She backs off, and I make a proposition: ‘Why don’t I just send Michael an E-mail? What’s his E-mail address?’ And at this point she thinks, ‘I want to be out of the middle of this thing.’ She gives me the E-mail address.

“The E-mail is simple: ‘Dear Michael, I’m a friend of Jane’s, and she suggested I talk with you. Fifteen minutes and a cup of coffee is fine. Jane thinks we should know each other.’ I get a cordial ‘Of course we can’ response.

“So now I go back to the secretary with the ‘Of course we can.’ Now it’s not if, but when, we’ll meet. Now it’s ‘Michael would like to set up this meeting, just let me know when.’ And finally it happens.”

Rule 7: Always ask.
❔❔❔ “Starting with elementary school, prep school, on to Yale and Harvard — it would never have happened if my father hadn’t believed that it never hurts to ask. The worst anyone can say is no. Not many people believe that. Embarrassment and fear are debilitating.”

Boldness, and its particular genius, was the father’s gift to his son.

Rule 8: Don’t keep score.
Successful networking is never about simply getting what you want. It’s about getting what you want and making sure that people who are important to you get what they want, too. Often, that means fixing up people with one another.

“It’s about a personal connection that makes you feel a sense of reciprocity,” Ferrazzi says. “Superficiality is not networking. There are people who have lots of superficial connections, and people call that networking. But that’s not successful. You feel dirty when you talk to someone like that. The outcome of good networking is the capacity to have a conversation with anyone you want to have a conversation with and then to leave that conversation with a lasting connection of some sort.”

The best sort of networking occurs when Ferrazzi can connect two people who don’t know each other. Which drives home a surprising implication: the strength of your network derives as much from the diversity of your relationships as it does from their quality or quantity.

The care and feeding of contacts is a relatively new concept for the business networker. In Power! How to Get It, How to Use It, a 1975 self-help screed on the secrets to becoming a corporate chieftain, Michael Korda advised that “masters players … attempt to channel as much information as they can into their own hands, then withhold it from as many people as possible.”

It’s a sort of career karma, too; how much you give to the network determines how much you’ll receive.

“Энэ бол бас нэг төрлийн карьерын үйлийн үр юм; Сүлжээнд хэр их мөнгө өгөх нь хэр их мөнгө авахыг тодорхойлдог.”

Rule 9: Ping constantly.
Eighty percent of success, Woody Allen once said, is just showing up. Eighty percent of networking is just staying in touch. Ferrazzi calls it “pinging.” It’s a quick, casual greeting. He makes hundreds of phone calls a day. Most of them are simply quick hellos that he leaves on friends’ voice mail. He sends E-mail constantly. He remembers birthdays and makes a special point of reaching people when they have one. When it comes to relationship maintenance, he is, in the words of more than one friend, “the most relentless, energetic person I know.”

Rule 10: Find anchor tenants. Feed them.
By now, an invitation for an evening at Ferrazzi’s is a hot ticket. Nearly once a month influence peddlers from different worlds gather to gossip, talk business, and schmooze at his Hollywood Hills home. But in the early days, before his dinner parties had cachet, Ferrazzi had to develop a very deliberate strategy for attracting the right people.

“You, me, every one of us — we have our peer set, and we can always have dinner parties with our peer set, but if you keep having dinner parties with your peer set, why would somebody two levels above your peer set ever come to your dinner parties?” he asks. “The point is, you don’t randomly invite somebody two levels above your peer set to your dinner and expect them to come, because they won’t. They want to hang around people of their peer set or higher. This is a crass way of talking about it, but this is the formula.”

So Ferrazzi developed his theory of the anchor tenant. “What you do,” he says, “is find somebody in your peer set who has a friend who is two levels above — the big swinging dick of the group, the anchor tenant. You get them to come and, in all invitations subsequent to that, you use the anchor to pull in people who otherwise wouldn’t attend.”

“Үе тэнгийнхнээсээ хоёр түвшнээс дээш найзтай хэн нэгнийг ол. Та тэднийг ирүүлж, өөрөө оролцохгүйгээр хүмүүсийг татаж болно”