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Do It! Marketing by David Newman

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48 WORK YOUR NETWORK

If you’re networking with strangers, you’re wasting your time.

A consultant friend of mine once complained, “I’m doing two or three networking events a week, and I’m worn out.”

When I asked why she felt networking was important, she replied, “One of my marketing goals is to do at least one networking event a week.” I pointed out that she just admitted to doing two or three a week and that perhaps doing one a week is smart and doing triple that goal is causing some of the fatigue.

But there’s much more to the great American business myth of networking.

Myth 1: The more you network, the more effective your networking activities ...

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