There’s an old business adage, “it’s not what you know, it’s who you know.”

I had always heard that when I was in corporate but I didn’t really understand it until I ventured out on my own.

We can scour the internet for various opportunities, but it’s people who bring us the opportunities we need to push our businesses forward.

Here’s a perfect example of the power of people (or connections).

I’m aiming to be published beyond my own blog posts and LinkedIn articles. So I follow HARO (help a reporter out), looking for money-related questions that I can answer.

The other day, someone from my network forwarded me a HARO question that I had missed.

It was a perfect question for me to respond to, one about the emotional side of money, but if that one connection hadn’t forwarded it to me, I would have missed it.

I came top-of-mind to her because of the connection she and I had made and the impression I had left.

Except to answer the HARO question and have a shot at publishing, I had to query them. I didn’t know anything about querying.

But I knew the perfect person who would. So I reached out to them.

Ripple effect.

Yet I know so many entrepreneurs who don’t connect with the people who can help them.

…They say they can’t afford to pay that person.
…They say they can do it themselves so why pay anyone else.
…Or they fear bothering their connection, assuming the person is busy, won’t want to, or can’t help.

When we don’t lean on our connections, we take away possible opportunities from them and ourselves, limiting the reach and impact of both.


Here’s the 3-2-1 on building solid connections and creating future opportunities.



  1. People won’t remember us if we spam their inbox, but they will remember us by how we interact with them. Connect with them on who they are, where they’re at, and what they’re looking for. Don’t just pitch people. Really connect with them first.
  2. Not asking our connections if they can do something out of fear is robbing them of the chance to say ‘yes’ or ‘no’ to the opportunity we’re presenting them. We’re making the decision for them and that’s not our job.
  3. Before saying yes or no to any opportunity, we should ask ourselves, “Will this help me grow individually or grow my business?” And before we decide whether to ask for support or do it ourselves, we should ask, “Is this the best use of my time and will it push my impact and legacy forward?”


  1. Make a list of the connections you’re looking for. (Do you need a bookkeeper? Someone to help with copywriting? Are you looking for another impact-maker in or outside your industry who would be a good compliment to the work you do?)
  2. Block time off on your calendar to actually reach out to new (or old) connections.


  1. If I start connecting with more people, how will that change my business?

This money conversation continues on YouTube. It’s Not What You Know, It’s Who You Know to join the discussion and make sure to subscribe while you’re there.

To your impact and legacy,