Making Alliances
It’s not what you know it’s who you know - an overused, clichéd statement that unfortunately rings true. In marketing never was there more of a need to know people, not only in a business sense but to connect with people as a market. I mentioned before about creating buzz about yourself, marketing yourself as a leader in your field and getting your idea out there using print/broadcasting media (see column entitled Finding Your Niche). Meeting important people in your industry and creating a good impression can lead to opportunities arising without you even working for them. If you’ve managed to create a real impression based on mutual respect and a quest for knowledge you will continue to be in the forefront of people’s minds so when opportunities arise it’s you they call.
The fact is we all like to work with people we know. Inevitably the work done by people that we have suggested, hired or fired is going to reflect on us in some way. So if you are looking to establish yourself in a new field you have to earn the respect of your peers. And this is not done by being a subservient, groveling human being with a badly concealed, hidden agenda. In all my years in the slimy but wonderful world of showbiz and fashion I have never invested my time and energy in people I don’t respect. I call a spade a spade, a rarity in our industry where bull-shit reigns supreme. It has meant that many producers, directors and casting agents have called me asking my opinion on hiring a specific person, people that are far higher up in the food chain than me.
Over the years, I have always made time for people I respect and admire. In turn, they have gone from assistants to owners of multi-million dollar production companies; they have provided me with support and financial backing without me having to ask for it and they have watched my progress over the years waiting for the right opportunity to collaborate.
Fostering relationships with peers you respect is paramount to your success. Don’t bother groveling, act like a human being, humble and appreciative, and people will respect you for it. Remember, when you are dealing with people in power, they are used to everyone wanting something. The best way to receive respect is to not ask for anything. Make sure they know that you are open to the opportunities they can provide and be patient. Use the relationship to gain insight into their world and learn from their experiences. If they truly respect you, they will in due time, insist on you becoming a part of their team. In the meantime you can learn a whole lot by making some powerful alliances.
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