In Chapter Two of Tipping Point, Gladwell describes three special types of people:
Connectors: “These people who link us up with the world, who bridge Omaha and Sharon, who introduce us to our social circles – these people on whom we rely on more heavily than we realize – are Connectors, people with a very special gift of bringing people together.”
When you identify your primary “Tipping Point archetype,” you know how to leverage your strengths, and most importantly, you identify the archetypes you lack in spreading your message.
Connectors are fantastic at expanding your network. They will say things like:
“Oh you should talk to …”
“Have you heard about…”
“Let me introduce you to ..”
They think in nodes, not individuals, and like nothing more than to help you. They see people first, then money.
Salesmen will take the idea that you have been working on for years and help you package it, price it and sell it. They say things like:
“But if you do that, you won’t make any money!”
“Here is how you should position it, and here is the upsell…”
“You have to have an offer. Traffic means nothing if it doesn’t lead to a sale.”
“What is your pricing structure?”
“What specific value will this have to your market? How much is that worth?”
Mavens will dig deeply into your product and give very specific, detailed and relevant information on how it can fit within the marketplace.
“I was researching that last month, and I noticed a slight discrepancy in ….”
“Your work fits right in the xxx part of yyy’s essay on the zzz topic.”
“You could add videos to this to bring the lessons alive! And you could expand on the content in Chapter 3, Section 2, by listing …”
Michele Woodward, in her executive coaching work, created the “Connector Strategy Tool” where she helps clients conducting a job search identify the Connectors in their life. One client reported that after having lunch with a Connector, by the time she got back to her office, he had sent eight messages of introduction to hiring managers.
When you recognize your primary archetype, you can look for people who compliment you. I need salespeople around me, since I have been known to connect my entire network, and forget that I actually have a mortgage to pay and a child still in diapers.
So here is your task:
- Identify yourself. Are you a Connector, a Maven or a Salesman?
- Evaluate your current business model through this lens. Are you setting yourself up for success or failure? Connectors build bridges, Mavens dig deep and research, and Salesmen influence and sell. Is that what you are doing?
- Identify your missing archetype. Do you really need a Salesperson, Connector or Maven? Go find them.
- Share and trade your superpower with theirs, and watch your business explode. Profitably.