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Lame Marketing Excuse #3: “Networking doesn’t work.”

Posted by Ilise Benun on

I’ve heard it all and I keep hearing it — lame marketing excuses for not getting out there and doing what needs to be done to get the work you want. The latest one was, “Networking doesn’t work.”

Here’s the reality:

  • It’s harder than you think it is.
  • It takes longer than you think it will.
  • The results will never be what you expect.
  • But there will be results, but only if you don’t give up first.

One of my mentors recently redefined failure as giving up when reaching for your goal. In other words, as long as you keep trying (and stop making the same mistake over and over — new mistakes are much better than old mistakes) you are succeeding, even if you never reach your goal.

We have to recalibrate our expectations to fit reality: There is much more competition. It is much more difficult to get through to people, even people who want to talk to you! So that means we all have to try harder and not expect it to come easily. It doesn’t!

Enough of my ranting!

One of my favorite models is Dame Stephanie “Steve” Shirley, an amazing 81-year old British woman who started the first software company, Freelance Programmers (in the 1960s!) as a way to provide home-based jobs for the smart women she knew. I read her autobiography, “Let It Go,” earlier this year and highly recommend it.

She was way ahead of her time and in this video she gives the short version of her story. So inspiring!

  • More in: Freelancing, Posts by Ilise

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