Today let’s talk about chapter 3 of the book, THE POWER OF PEERS by Leon Shapiro and Leo Bottary.
This chapter is entitled – THE PATH TO PEER ADVANTAGE. This chapter is far deeper than the first two so there’s quite a lot to get to. I want you to listen carefully and make some applications so your business can benefit. And I want your life to benefit, too.
We participate in 4 basic methods of peer engagement: connect, network, optimize and accelerate. Mostly we do this simultaneously in a variety of ways.
Connecting and networking are mostly individual pursuits with less structure. Accelerating and optimizing are group efforts the authors call peer advantage, which makes them more strategic and structured.
We use Facebook and Linkedin (among other platforms) to connect and network. When we do this we exchange information, extend our reach by introducing ourselves to more people, we contribute to the conversation, we share a common interest during some given period of time, we rely on a high volume of peers we don’t know, we share with others in an open/unsecure area that lacks safety/privacy and we participate when we want to (it’s optional).
Dean Acosta is an Emmy Award-winning former journalist and press secretary for NASA who has led corporate communication teams at some Fortune 500 companies. Today he’s the global head of corporate communications and media for Phillips 66. He connects in different ways and for different reasons. Dean admits that he doesn’t buy anything online without first checking reviews. From Yelp to Amazon to Open Table Dean and his wife rely on reviews to make their choices. He also uses Facebook to stay connected with his fellow Seton Hall University alums. The Waze app helps him navigate traffic. Social connections serve him daily.
Dean is also a member of professional organizations like the Arthur W. Page Society, a professional association for senior public relations and corporate communications executives. He’s also a member of a group called Page Up where he can participate in a weekly online gathering of questions and answers. He has leveraged this group for his work at Phillips 66.
Dean is like many of us – he’s got many connections across a wide range of areas of his life, professionally and personally. Connecting and staying connected have never been easier.
Networking is about purposeful relationships. When we network we value the power of a personal relationship to achieve individual goals – both our own and the goals of those in the network. When we network we’re seeking out our peers to help us get a job, recruit clients, create business partnerships and more.
When people network we tend to not only exchange information, but work with others to create opportunities. We select peers based on specific, qualifying criteria. When we network we also recommend peers to others based on trust. We work with peers toward achieving a singular goal. By networking we understand there’s a higher degree of expected reciprocity. And we enjoy a moderately safer environment for exposing vulnerability. We also realize that participation is optional when we’re networking.
Networking gets trivialized because people tend to associate it with schmoozing at events or exchanging business cards. Jimmy Fallon credits networking for his rise from struggling stand-up comic to becoming a star on Saturday Night Live, and eventually host of The Tonight Show. He first benefited from the contacts of his agent, which led to auditions for Saturday Night Live. When he got that job he made sure to forge a relationship with the show’s creator, Lorne Michaels. When Conan O’Brien left Late Night, Michaels tapped Fallon for the job. Fallon reached out to Jay Leno for advice. All along the way Fallon was earning respect because he was a good listener and true student...