Build a Community
I am a rock, I am an island.
Those lyrics are the theme of the 1967 Simon and Garfunkel song, "I Am A Rock."
When it first came out and was being played on the radio, I remember telling a friend that I liked the song, and asked if he did. His answer was something that I will never forget. He said, "No, I don't. I don't want to be an island."
That was the first time I had ever thought about identifying with a lyric. As a rock-and-roll fan since...well, for a long time, I must admit that sometimes the lyrics aren't always understandable. But you can always understand Paul Simon's songs. My friend certainly understood Paul's words and took exception.
I never hear that song without thinking of my friend's comment, and about how right he was. Paul wrote that song while he was "finding himself" in London, but I'll wager he would now agree that success in life can't be found if you isolate yourself.
So how do you make sure you don't become an island? Build a community.
Community
Think about that word. Webster says community is "a unified body of individuals." Now let's take it to the next level by putting a possessive adjective in front, like this: my community.
Not "my community" as in the place where you live. I'm talking about the community of people who know, support, and depend on you, wherever they may be.
Hmm! A community that belongs to me. Have you ever thought about your friends, family, business associates, and acquaintances that way? Everyone you know is a member of your community.
And here's a pivotal thought: in "my community", as Webster might define the term, I am the unifying force, as you are in yours. I use the word "pivotal" because there is great power in recognizing the unifying influence you have in your community, and exercising that influence.
I think it is important and productive to think about the power of "my community" as leverage in our effort to carve out a niche in the marketplace. Being able to create and "unify" a community that is available to you - and you to it - is essential to success as a small business owner.
In Masters Of Networking, co-authored by my friend and a member of my Brain Trust community, Ivan Misner, I found this:
"Successful people do not achieve their success on their own; instead, they surround themselves with a well-developed, sophisticated support network."
Dave Longaberger, who turned his father's basketweaving hobby into a billion dollar a year business, said it this way, "Your success will ultimately depend on the relationships you build with people."
Like I said, community.
The First Lever
So, how do you create your community? If you have been reading my articles or listening to my show for very long, you're probably way ahead of me. You already know I'm going to say networking, because you know how much value I place on that activity.
Recently, I reminded you about my "New Leverage Model For Entrepreneurs in the 21st Century", which is comprised of three levers: networking, strategic alliances, and technology. It's no accident that networking is the first lever in my model. I believe in its power as the lever that starts everything else moving.
The Chicken Or The Egg?
In terms of your personal penetration of the marketplace, the egg - networking - comes first, followed by the chicken - results. Networking is definitely the egg which, when done well, produces lots of different kinds of chickens: a customer, a friend, a partner, a center-of-influence, an acquaintance.
Put A Handle On It And Build Something
I like things with handles; especially things my brain uses. That's why I coin phrases and acronyms which become handles that help me remember and hold on to an idea or a concept to be handy for later and regular use.
A carpenter's hammer and saw aren't productive unless he is building something. Networking, as a lever, is a tool that is not productive unless you are consciously working on strengthening your community with it. You use a hammer and saw to build a house, and you use networking to move, build, unify, and influence your community.
Master Networkers Build Communities
There are abundant resources you can use to find out how to network. Ivan Misner has written many books on the subject. It's important to learn how, when, and where to network. Understanding and practicing the tips, techniques, protocol, and ethics of networking will allow you to become what Ivan calls a "Master Networker."
But a Master Networker without an awareness of, and goal toward building a community is like what Texans call an urban cowboy, "all hat and no cattle." If you are networking without an awareness of building your community, you are wasting a lot of people's time, including your own.
Start Building
If you've been in the marketplace for a while, begin thinking of the people you know as members of your community. Conduct a census of your community. Assemble their names, numbers, etc., into a managable form.
Take a look at your community and see if you can identify any interesting characteristics about the profile of your community:
• Is everyone an old friend?
• How many new members are there?
• How many live outside of your geographic community?
• Are any virtual members?
• How many see you as an influential resource?
• How many do you see as an influential resource?
I'm sure you can see where I'm going. Just as every traditional community needs all kinds of residents to make the community work, your community has the same needs.
Recognizing that you have a community, which you influence and unify, and identifying the profile of the members, will help you focus your future networking activity more productively.
Write this on a rock... Master carpenters build houses. Master networkers build communities. Get off of your island and start building "your community."
