At a young age, I never really understood the power of networking.  We discussed it in business school a lot as being important, but as we discussed it I guess to me it was just something basic so I never really explored it.  But as I have grown, I have seen over and over again the power of good networking and the importance of it in the business community.  Now – for sure – in the new world of digital communications networking has taken on a whole new meaning as there are tools cropping up all the time that are “helping you to network and manage your network” – but the basic premise is still the same.  Here are some of the lessons I have learned over time –

• Be real – be yourself – sure- it sounds simple and obvious – but I cannot tell you how many times I have come across people and it was obvious they were trying to be something they were not.
• Take every meeting you can – this was something I learned early on.  If you can take a meeting, do it.  If it is unclear how valuable it will be, then make it a quick meeting or a phone meeting.  Over the years, I have been surprised over and over about how often a meeting I thought would not produce much turned out to be the most valuable meeting I had that week.
• Find a way to make a connection – there is no question that when you share a common bond with someone the conversation goes smoother and the relationship deepens right away.  So, when you meet someone new or network with someone for the first time, try to fine that common bond.  And when you find it, don’t overdo it but making that the focal point of the relationship but just a way that the connection makes sense.
• Remember people – How often have you found yourself in the position of thinking – I remember that person but I cannot recall from where?  Try to create a process of association for people you meet the first time so that you can remember them and place them in that context when you meet them again.
• Spend time on your network – the old adage used to be that “so much work gets done on the golf course” because it gave people time to network and to discuss and talk and to also get to know each other.  In today’s world, we are so quick to say – “I am too busy for that” – and we miss the fact that “that” is networking and that networking is what will ultimately lead you to the next opportunity.

Is there more?   Am I missing something?  Definitely.  I am still learning.

The other day I was at the store and decided to purchase a new comb.  OK – not so interesting – but follow me…  I bought the one on sale – why – because it was on sale and in my mind – “a comb is a comb – can there really be a difference?”

Well – to my surprise – there was a huge difference.  This new comb was awful – its ends spiked, the plastic was weak – bottom line – it was horrible.  So it go me wondering – how can you market a comb?  Most consumers think of them as all the same.  Sure – the features are different – but imagine saying – “buy my comb because we use better plastic and our ends do not spike!” – RIDICULOUS.  But then what?

Think about it for a second…

How many products and services and brands are like this.  Events – how can you differentiate in a way that does not sound ridiculous and defensive?  Certain food products – again they all look alike and seem alike.  Lots of consumer brands face the same dilemma.  I recall speaking to a sole proprietor consultant whose biggest challenge was not differentiating himself but getting the message out about the differentiation.

Remember the Pepsi Challenge – this was a recognition that Pepsi and Coke were SO ALIKE that they needed to differentiate and ran this program as a way of differentiating.  I have found myself in many conversations with clients when they are challenged to simplfy their message to tell their potential clients how they differentiate, what makes them better, and why their potential clients should become clients.

So – what is the answer – I am not sure I know the formula.  I do know that it comes back to the basics – sell the benefits and not the features.  But defining that message and telling it – for a comb company that is difficult.  But maybe not if you think about the world of online and digital.  In that world, it is about having your customers sell your prospective customers.  In thinking of it that way, every customer is a spokesperson and it is the customer who can tell about their experience and the product differentiation.  Sound like a “Pepsi Challenge”?  Maybe.  Is that so bad?  I would say not.  Maybe if we always thought about that as a backdrop for marketing and messaging, there might be a clearer path.

So – is every marketing effort just another Pepsi Challenge in disguise?  Is that they key to marketing a comb?  And – is marketing my product any different?