Connectors help you build credibility and trust

"Connectors" (a term coined by Malcolm Gladwell) are natural influencers that others turn to when deciding which vendor to work with.

They could be successful business owners, keynote speakers, notable authors, or editors of vertical publications. Finding them is not that hard.

The point here is: building authentic relationships with Connectors gets you more trust in your vertical. 

Tomorrow, I'll share 4 ideas for how to build trust with them.

Questions to ponder:

• Who are the Connectors within my target vertical?

• What are we doing to build authentic trust with them?

Frequently Asked Questions

What is a "Connector," as defined by Malcolm Gladwell?

A natural influencer that others turn to when deciding which vendor to work with, someone whose opinion carries real weight in shaping vendor decisions within a specific vertical.

What kinds of people typically qualify as Connectors within a vertical?

Successful business owners, keynote speakers, notable authors, or editors of vertical publications, all figures who others naturally look to for guidance or recommendation within that specific industry.

Why does finding Connectors within a target vertical tend not to be that hard?

Because they're often already visible within their industry, occupying roles like speaking, writing, or editing that put them in a naturally prominent position others already recognize and follow.

Why does building authentic relationships with Connectors matter so much?

Because it directly builds trust within the broader vertical. A genuine relationship with a Connector extends credibility that would otherwise take much longer to establish independently.

What comes next after identifying the Connectors in a target vertical?

Learning specific ideas for how to build trust with them, covered in a following piece as a direct continuation of this introduction to who Connectors are and why they matter.