Maslow's hierarchy states, 'Needs at the lowest level, if unsatisfied, take precedence over those at higher levels.' He says that man is a wanting animal; as soon as one of his needs is met and satisfied, another appears in its place. This process, according to Maslow, never ends. If I use his theory, and apply it to networking, then man will continually put forth additional effort to satisfy the hierarchy of his networking needs.
In climbing the ladder of effective networking, the challenges we face today reflect the economy, cultural diversity and the advancement in technology.
Messer's Hierarchy of Networking Needs - Face to Face and Electronic
Basic Needs
At the lowest level of the Hierarchy, are the basic needs to get to know each other. We do this by networking at work, through industry specific associations, not-for-profit organizations, and business-related groups like Chambers of Commerce. We attend functions, exchange business cards, and follow up. With a little luck, we grow our business and we meet
new friends.
Safety and Security
Once our basic networking needs are met, we look at ways to move up the ladder. We concern ourselves with how much information to share when it comes to growing our business. Security is important; if we give too much information, we might lose our competitive edge. If we don't give enough, we may find the networking doors closing. We build websites; we move into the electronic world and we become more comfortable with e-mail. We grow our network through technology. We quickly recognize SPAM and take steps to handle unwanted communications. We develop an effective database and consider the best and most ethical way to use it.
Social Needs
Because of the cultural diversity within our business and personal community, we find ourselves spending more and more time communicating through electronics. We feel comfortable with our websites and our data base management systems. We want to use networking to get to know more people with similar lifestyles and business cultures. We move into the wider realm of technology, embracing the extended network of palm pilots and cell phones. We become 'instant responders'. We post our personal and professional information on websites that offer business matching and career opportunities. Suddenly we have electronic 'friends' everywhere. Face-to-face networking, 'the human network', is becoming too time consuming and we rely more and more on technology.
Egotistic Needs
With technology comes visibility and we want more of it! Our networking expands dramatically to include all of the online products that provide us with the opportunity to post our pictures, our profiles, and our accomplishments.
We want to showcase our achievements and let people know who we are and what we do. Our networking has expanded and now crosses international borders. We refer and ask for referrals from electronic contacts that we've never met. We still use the 'Human Network' but because of time constraints, we rely more and more on technology.
Self-Fulfillment
We've arrived! We are recognized as networking experts and we want to share who and what we know with our colleagues. We write articles, we publish books, we speak to associations and organizations. We've reached the level of success in networking that requires us to share our resources, techniques, and contacts. We become Mentors and we move back to the basic needs of others, knowing that we can make networking a little easier for those moving through
the hierarchy.
For me networking has been such an important part of my life that it's difficult to separate it into time frames. In 1998, I was hosting regular ConnectUs Networking events. I encouraged people to come out to these events, to take the time to learn about each other and to exchange relevant and timely information before trying to sell their products and services. I had already written my first book, Effective Networking Strategies and it was a Canadian best seller thanks to RBC who bought copies for all their business bankers. I had a website that was working well for me and I was building a database that would be an ongoing job to keep current.
I was writing networking articles for Enterprise Magazine, then called Small Business Canada Magazine. My thoughts were turning towards a publication for women in business and thanks to Hayden Bradshaw and his vision, I was given the opportunity to become the Managing Editor for BusinessWoman Canada Magazine.
I was actively involved in global business development and was the ‘matchmaker' for two International Business forums for women in business in Washington and in Toronto. These forums were organized by DFAIT and sponsored by RBC.
Economic Development offices across the country began to recognize the strength of ethical, effective networking and I was called to deliver workshops and facilitate cross-cultural business development. I founded We Choose Canada, with an interactive website where people could share their stories on why they chose to live, work, and raise their families in Canada. With the launch, we received coast-to-coast coverage from all media-radio, television, and newspapers.
I was asked to speak to high school students and to students in colleges and universities. Education realizing that networking was not a subject that had not been taught at any level, in any school.
I co-authored a book on Mentoring for Youth and began to write for publications like Career Options, a magazine that reached every college and university in Canada. I developed a systematic networking approach for students to use when searching for that first major career. I introduced the RISE Philosophy-Rapport, Information, Solutions, Ethically.
During the years between 1998 and now, I hosted a radio program and a television show-both directed towards relationship building and the art of effective networking. The radio program was called 'World of Women' and the television show was 'The New Economy'. I reached a wider audience and my philosophy for networking began to create a buzz. Soon people were using what I called a W3 when making an introduction. 'Who are you? What do you need? What are you willing to share?' With more and more people wanting to use networking to build business we soon developed a series of workshops called 'The Power of Positive Linking' which today is recognized as one of the most comprehensive networking training programs offered anywhere.
For me networking is meeting people, exchanging information and trying to find out how we can help each other. Today, I receive hundreds of e-mails every day, asking me to join their online networking group, to introduce them to someone I know, or to refer their products or services. I will never refer anyone without first building a relationship with them. I need to get to know someone before referrals occur. I don't join online networking groups-they just don't work or me.
I write a regular newsletter that goes out with permission to my database. I continue to host events, but less often, I coach a selected group of entrepreneurs who use my system. I help companies build their brand and learn to use the media wisely.
I network and I get work - ethically. I give and get referrals, but only from people I know and respect. I've worked my way up the ladder of Maslow's Hierarchy.
I too began with basic needs to survive in a business that was in its infancy. I went through the safety and security issues, making sure that I didn't abuse my network or give out too much information without being compensated. I met my social needs by starting something called 'Success Teams' where I could be part of an entrepreneurial group and benefit from working together to achieve common goals.
My ego was stroked a little, when I received recognition through a number of awards from both industry and government. I reached self-fulfillment when I was able to give back to so many deserving people, who couldn't afford to pay for my expertise.
I did this by volunteering and sharing my networking knowledge and my resources. As a Mentor for entrepreneurs, youth, people in transition and foreign trained professionals - I walk my talk. I use ethical, effective networking to achieve my goals and I teach others to do the same.
From my perspective networking really hasn't changed that much. It's still people helping people. It's taking the time to listen carefully, to think about who you might know that would benefit from an introduction. It's making that introduction and it's following up to make sure that both sides play by the rules. Face to face or online-networking is still relationship based, ethical, timely, and necessary!
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Biography
