You’ve probably heard the saying, “It’s not what you know, it’s who you know.” It’s a nice sentiment, but like most platitudes, it lacks any sense of practicality.

Not only that, but the phrase “it’s who you know” might imply that you’re only getting to know people in order to gain something from them, which is remarkably disingenuous.

How then is it “who we know”? Do you just try and find the biggest names possible and try to become friends so you can get a favor later on?

Spoiler: no.

Relationships vital to the success of your brand, not only the ones on the inside but also the outside connections you have. How you build your brand usually comes as a result of the people who help you.

In today’s show, we’ll be talking about the importance of building relationships inside and outside of your brand, and how to leverage the relationships you already have.