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No, it's not "all about relationships."

The new relationships are not personal ones between individual buyers and you, but "idea relationships" between organized groups of buyers (such as an industry) and your ideas. Whether or not they like you or would enjoy spending time with you -- or not -- is not germane. This is “professional intimacy,” not "personal intimacy."

What's the true cost of traditional networking?

By “relationships,” most people mean “personal relationships,” which really means “friendships.” According to the common wisdom, you’re supposed to go to networking events, meet people, and initiate a personal relationship with them. OK. Let’s say you do just that. Then what? You'll be surprised at the staggering cost of this approach.