Most Business Owners think they need to network UP.
They chase the money, industry titans, and thought leaders.
But the biggest deals?
They don’t come from the top.
They come from the edges.
Not your mentors. Not your inner circle.
But your “I kind of know them” connections – your weak ties.
That sounds wrong, right?
Here’s the data that proves otherwise:
In a study of 282 job seekers, 70% landed jobs through acquaintances they saw only occasionally or rarely.
Why?
Because close contacts are too close. They live in the same world you do.
Same assumptions. Same networks. Same blind spots.
But weak ties are bridges to whole new ponds.
That’s the paradox
The people you invest the least time in often deliver the highest returns.
✅ Referrals from weak ties close 20-30% faster
✅ They drop your acquisition cost to near-zero
✅ “I know someone” hires stay 69% longer
So what do smart founders do?
They stop networking up.
And start networking out.
But here’s where most people blow it:
They try to leverage their weak ties instead of nurturing them.
So if you want to do this right, do this instead:
1. Send a relevant article (30 seconds)
2. Make a warm intro (2 minutes)
3. Celebrate their win publicly (15 seconds)
Give first. Expect nothing.
You can’t fake authenticity. This is a self policing system. If you’re in it for you, that will get exposed quickly and viciously.
If you’re in it for their success. To add value to their life. Your relationships will blossom.
Then watch what happens when it compounds.
And track it.
Every lead, hire, or idea that came from someone you “kind of know.”
You’ll start seeing the real ROI.
Because here’s the kicker:
If you have 150 weak ties…
And each of them has 150 weak ties…
You’re one connection away from 22,500 opportunities.
