How to Build Fourth-Level Connections, Pt. 2

Connections 02Cities sometimes see new businesses come and go after very brief lives. In many cases, the business creators had a build-it-and-they-will-come belief, and they were surprised when, after a grand opening, crowds did not frequent their new businesses.

The failure problem can often be reduced to one thing, namely, the refusal to do the work necessary to create third and fourth level connections. Joining the Chamber of Commerce and telling friends and family, though useful, are not enough to create healthy traffic through a business, new or old.

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How to Build Fourth-Level Connections

3d network connectionsI’ve been thinking about the way that human beings connect with each other, particularly how to turn simple-addition connecting into multiplication. I haven’t done a scientific study, and my observations may be purely anecdotal. Nevertheless I think that there may be some warrant to the truth of these observations.

First level connections are the simple daily interactions we have which arise as a result of our usual daily activities. The checker at the local grocery store is a first level connection. I call these connections, “bump-into’s” because they are generally not intentional beyond the need to go buy some milk or new shoes or gas or to register for a course.

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Connector

ServicemasterOur Chamber sponsors a monthly “connector” for our members.  These connectors are held at various City businesses which provide refreshments and a great opportunities for networking and visiting with business friends.

Today’s connector was held at our local Servicemaster.  A few months ago, Servicemaster moved to a new and much larger location, so this connector gave them an opportunity to showcase their new digs.

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