Your network won't carry you forever
The old key to business
We all know that in the creative and consulting industry, everything starts with access. And the key to access has always been a strong network. Knowing the right people is – and will remain – a foundation of business success.
But what happens when the network doesn't carry anymore? When the referrals slow down. When the people who used to think of you stop thinking of you – because the market shifted, or because you shifted.
The magic moment
Networks were always the strongest when a clear Signature meets the right market. Not just "people know you." But: when a specific problem comes up, they think of you. You're mentally available in the right context. "You should talk to her about that." That's the magic moment.
The question is: can you build this deliberately? I believe you can. But only when two things are clear – and where most people get stuck.
The pattern I see
A strong Signature but no market for it – brilliant thinking with nowhere to land. Or a potentially strong market but no Signature – demand that's hungry, and nothing distinctive to offer. Both are difficult positions to build from.
Let's think about it economically: two consultants with identical expertise. One is known as "a good strategist." The other shows you how she thinks about building distinctive brands in the tech industry – her judgement, her convictions, her way of reading a market. Same skill set. Completely different power. The first one hopes for projects. The second one pulls them in.
The good news
We can all build new networks. Not by forcing ourselves through networking events where we exchange business cards and pretend to enjoy small talk (speaking as a slight introvert: what a relief). But by making our thinking visible – in the right market. By showing how we judge, how we read a situation, how we'd approach a problem.
Show, don't tell. Not through case studies or portfolios, but in a way I can relate to. A perspective without a market is just thinking out loud. In the right market, it's an asset.
Warmly,
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