"What's the value of your network?"
The question is becoming immutable. Not only is it being asked more often, but the importance of the answer is increasing exponentially.
Last week, I spent a few days working the Toronto International Film Festival. And while there's a general bemoaning that less deals are being made, the buzz is that--like in the publishing world--those that are being made are often predicated on the size of one's extended digital reach. The more you got, the more the scales tip in your favor, whether it be for decisions of casting, marketing or even distribution.
The old adage, repeated ad nauseam, useta be:
"It's not who you are; it's who you know."
These days, it's more like:
"It's not who you know; it's who you're connected to."
But is that really enough?
Yeah, deals are indeed being made based on how many Twitter followers or Facebook friends one has.
On the surface, makes perfect sense.
Scratch the surface though, and it's the same old lesson learned often in the analog world:
Big ain't necessarily better.
You may have 1,000,000 digital denizens following you, but how many of them will actually lead for you?
Case in point is a guy who will remain nameless because he'd be embarrassed by the attention and platitudes. We met by chance about a decade ago when we were both recipients of a Top 40 Under 40 Business Leaders honor, and became fast friends. Incredibly connected in business and political circles, he's cut me through miles of red tape and opened more doors than a locksmith ever since I met him.
Over dinner at the tony (and aptly named for this blog post) One Restaurant last week, we chatted about some of my immediate plans at Just For Laughs. Before the main course was served, he was on the phone. Before dessert was served, I was set up with a C-suite level executive for a meeting this week when I'm in Los Angeles.
As a mere statistic, he's about one in a million when it comes to my contact network.
As a business contact, he's one in a million when it comes to my heart.
So think about it--what's the REAL value of your network?
You may have dozens, hundreds, thousands or million in said network...but within it, who can, or will, make that call for you?
Who in your network will go out on the limb, put her name on the line, transfer his credibility, for you?
There's a big difference between counting people...and counting on them.