When The Worlds Best Known Marketing Secret came out in 1994, it was one of the few books in the bookstores that talked about networking. Now there are dozens, if not hundreds. Over the next several years, you will see more and more about the importance of networking to build your business. It is developing into a science as well as a way of life.
Networking is all about learning how to connect with other people in meaningful ways despite, or possibly because of, our technological revolution. Online networking works, but relationships must still be part of the process. Using the internet to exchange ideas, share knowledge, and increase your visibility will be imperative in the coming years. Technology flattens the communication hierarchy and provides opportunities to improve your networking efforts, not replace them. I believe people who understand this will begin to effectively use technology without replacing relationships, to take their marketing to new levels in the years to come.
Dr. Ivan Misner, in the recent New York Times bestseller, Truth or Delusion, says, We truly live in a high-tech, high-touch society. The more technologically advanced we become, the more important it is to reach out and touch real people in our work to connect on a personal level with people.
And yet, as new as all this technological connectivity is, it simply takes us back to an earlier era, when we lived in small communities with our extended families and knew all our neighbors. The old ways have become new again.