“It’s not WHAT you know but WHO you know.”
One of the worst and most overworked clichés ever to be uttered into existence – particularly in the worlds of music and business.
While it often rings true, the rapid progression of the internet and social media over the last 5 years has definitely dampened the potency of that particular saying.
Allow me to elaborate.
Without knowing anyone at all, you can pretty quickly find out the key players in any industry, company or business circle, then get an email or a tweet in front of them with a couple of clicks and keystrokes. Tim Ferris demonstrates this throughout his controversial life-hacking gem, 4-Hour Work Week.
But having said that, there are still many opportunities that are simply unattainable without a prior introduction or a good rap from someone with sway.
We learned this pretty quickly with Jaden Social.
Now this not to say that we were struggling to build a brand and a clientele when we first started out; not at all. But what we discovered is that knowing (and partnering with) the right people can do incredible things for a startup trying to grow quickly.