Is it possible that the conventional wisdom about networking is wrong? There's a lot of advice out there on the best ways to network, but how much of it really was based on scientific research? According to my guest for this episode number 203, David Burkus, investing time and energy into networking events and flashy business cards likely won't bring you the results you're looking for. Instead, he argues that the most valuable relationships are the ones you already have with the people you already know. David's book, Friend of a Friend, digs into cutting-edge science on human behavior to reveal some profound and counterintuitive insights into the most effective networking strategies. It's a great read, and it might just revolutionize the way you go about networking. David is a regular contributor to the Harvard Business Review, has delivered keynotes to leaders of Fortune 500 companies, and his TED talk has been viewed almost two million times. He’s also a guest on my Marketing Speak podcast episode number 135. If you're not a subscriber to Marketing Speak, by the way, you, my friend, are missing out. Please subscribe—and to this show, too, if you haven't already. If you have frustrations with networking in the past, stick around as David introduces a whole new approach that I predict will have massive benefits for your career or business.