Multiply Opportunities by Engaging Connectors

Maggie ran a small charity struggling to secure corporate sponsors. She had one enthusiastic board member—Sam—known for his far-reaching contacts. Rather than bombard him with guilt trips, Maggie offered to help plan his next community fundraiser. Over a week, they sent invites, coordinated volunteers, and tasted the catering menu.

At the event’s post-mortem, Sam asked Maggie over coffee which types of organizations she wanted to reach. He pulled out his phone, mapped a list of potential sponsors, and introduced her via warm email. Within a month, three new companies signed on.

By focusing first on Sam’s needs and demonstrating genuine support, Maggie became more than a cause—she became a valued partner. That shift unlocked access to networks she never could have cracked alone.

Granovetter’s theory of weak ties highlights how these lightly connected networks often yield the richest opportunities. When you nurture your connectors and prioritize their interests first, you tap into an exponential web of possibilities.

Start by listing five connectors who believe in you, then choose one and offer them a genuine favor—help plan an event or share a useful resource. Ask for an introduction to a target contact, then promptly thank them and report back on the outcome. Repeat the process with each connector to expand your reach exponentially.