In the business of influence, a LinkedIn connection or a name-drop won't cut it. I've found myself guilty of this—of getting too comfortable with the loose association I have with some big names in the innovation sector. Let's get one thing straight: association isn't value, it's just proximity. It's like sitting next to someone in a coffee shop, looking over, and thinking you're in a meeting with them. Nope, you're just sharing a table.
Here's the real deal: if you want to make an impact, it's got to be a fair value exchange. No one's doing you a favor by being in business with you. They're there because you offer something they need or want. When you do that, when you offer a service that solves a problem or fills a gap for them, you're not just another name in their contacts. You become a useful connection. You become someone they can rely on. That's how you build real relationships that can be leveraged for mutual benefit down the line.
At Mr. FireBrands, my focus has shifted from just building loose associations to creating value-centric relationships. I target innovators who are on the cusp, people with future clout. My service helps them accelerate their influence, to get to where they're going faster and more efficiently. It's a win-win. They get to tap into the influence quicker, and I get to be a part of their success story. That's my investment in them.
So if you find yourself clinging to the prestige of mere association, it's time to reevaluate. What service are you bringing to the table? How are you making yourself indispensable in the eyes of these would-be power players?
Loose association is a non-starter; it doesn't feed you, and it doesn't solidify your contact as valuable in the eyes of the other person. If you want to build a network that matters, get in the trenches, offer something of value, and be a part of someone's journey to the top. Then you're not just along for the ride—you're helping to steer the ship.