Networking goals

Networking is a two-step process: the first step is building relationships and the second is leveraging the relationship.

Building relationships

We all meet people that we find interesting and smart. We enjoy their company and want to stay connected with them. We might not speak with them every day, but we want to have access to them—call to ask a question or send them a quick e-mail. Basically, these are people we want to build relationships with.

I can't tell you who to build relationships with. Only you know the answer to that question. I can tell you that trying to build a relationship with a person because they're rich, famous, and/or powerful can come across as opportunistic. Here are a couple of examples:

• "You have one of the most popular blogs on the internet. I'd like to network with you."

• "Your company is very successful. I'd like to create a partnership with you."

These examples tell someone why you want to connect with them. They don't explain why they should connect...