This replicates some of the stuff I wrote in a recent blog post, but I put this on LinkedIn and wanted a copy here for posterity
Having moved my consulting business to London earlier this year, I’ve had a problem with marketing. The basic problem is that while my network and brand is fairly strong in India, I’ve had to start from scratch in the UK.
The lack of branding has meant that I have often had to talk or negotiate from a position of weakness (check out my recent blog post on branding as creating a position of strength). The lack of network has meant that I try to go to networking events where I can meet people and try to improve my network. Except that the lack of branding means that I have to network from a position of weakness and hence not make an impact.
A few months back I came across this set of tweets by AngelList founder Naval Ravikant, in which he talked about productivity hacks.
– Delete emails w/o responding or flinching.
– Don’t set up voicemail.
– Don’t travel purely for business.
– Don’t go to conferences unless speaking.
– Eat dinner with friends or family.
– Use blocks of open time to create, make good decisions, & focus on important over urgent.
— Naval (@naval) August 14, 2018
One that caught my eye, which I try to practice but have not always been able to practice, is on not going to conferences if you are not speaking. However, now that I think about it from the point of view of branding and positions of strength, what he says makes total sense.
In conferences and networking events, there is usually a sort of unspoken hierarchy, where speakers are generally “superior” to those in the audience. This flows from the assumption that the audience has come to gather pearls of wisdom from the speakers. And this has an impact on the networking around the event – if you are speaking, people will start with the prior of your being a superior being, compared to you going as an audience member (especially if it is a paid event).
This is not a strict rule – when there are other people at the event who you know, it is possible that their introductions can elevate you even if you are not speaking. However, if you are at an event where you don’t know anyone else, you surely start on higher ground (no pun intended) in case you are speaking.
There is another advantage that speaking offers – you can use your speech itself to build your brand, which will be fresh in your counterparties’s minds in the networking immediately afterward. Audience members have no such brand-building ability, apart from the possibility of tarnishing their own brands through inappropriate or rambling questions.
So unless you see value in what the speaker(s) say, don’t go to conferences. Putting it another way, don’t go to conferences for networking alone, unless you are speaking. Extending this, don’t go to networking events unless you either know some of the other people who are coming there (whose links you can then tap) or if there is an opportunity for you to elevate your brand at the event (by speaking, for example).
PS: Some of Naval’s other points such as having “meeting days” and scheduling meetings for later in the day are pertinent as well, and I’ve found them to be incredibly useful.