For centuries, we have recognized the importance of networking. According to Brian Uzzi, a
management professor at Northwestern University, networks come with three major advantages:
private information, diverse skills, and power. By developing a strong network, people can gain
invaluable access to knowledge, expertise, and influence. Extensive research demonstrates that
people with rich networks achieve higher performance ratings, get promoted faster, and earn more
money. And because networks are based on interactions and relationships, they serve as a powerful
prism for understanding the impact of reciprocity styles on success. How do people relate to others in
their networks, and what do they see as the purpose of networking?
On the one hand, the very notion of networking often has negative connotations. When we meet a
new person who expresses enthusiasm about connecting, we frequently wonder whether he’s acting
friendly because he’s genuinely interested in a relationship that will benefit both of us, or because he
wants something from us. At some point in your life, you’ve probably experienced the frustration of
dealing with slick schmoozers who are nice to your face when they want a favor, but end up stabbing
you in the back—or simply ignoring you—after they get what they want. This faker style of
networking casts the entire enterprise as Machiavellian, a self-serving activity in which people make
connections for the sole purpose of advancing their own interests. On the other hand, givers and
matchers often see networking as an appealing way to connect with new people and ideas. We meet
many people throughout our professional and personal lives, and since we all have different
knowledge and resources, it makes sense to turn to these people to exchange help, advice, and
introductions. This raises a fundamental question: Can people build up networks that have breadth
and depth using different reciprocity styles? Or does one style consistently create a richer network?
In this chapter, I want to examine how givers, takers, and matchers develop fundamentally distinct
networks, and why their interactions within these networks have different characters and
consequences. You’ll see how givers and takers build and manage their networks differently, and
learn about some clues that they leak along the way—including how we could have recognized the
takers at Enron four years before the company collapsed. Ultimately, I want to argue that while givers
and takers may have equally large networks, givers are able to produce far more lasting value through
their networks, and in ways that might not seem obvious.
In 2011, Fortune conducted extensive research to identify the best networker in the United States.
The goal was to use online social networks to figure out who had the most connections to America’s
most powerful people. The staff compiled a list of the Fortune 500 CEOs, as well as Fortune’s lists
of the 50 smartest people in technology, the 50 most powerful women, and the 40 hottest rising stars
in business under age forty. Then, they cross-referenced this list of 640 powerful people against
LinkedIn’s entire database of more than ninety million members.
The winning networker was connected on LinkedIn to more of Fortune’s 640 movers and shakers
than anyone else on earth. The winner had more than 3,000 LinkedIn connections, including Netscape
cofounder Marc Andreessen, Twitter cofounder Evan Williams, Flickr cofounder Caterina Fake,
Facebook cofounder Dustin Moskovitz, Napster cofounder Sean Parker, and Half.com founder Josh
Kopelman—not to mention the former chef of the Grateful Dead. As you’ll see later, this networker
extraordinaire is a giver. “It seems counterintuitive, but the more altruistic your attitude, the more
benefits you will gain from the relationship,” writes LinkedIn founder Reid Hoffman. “If you set out
to help others,” he explains, “you will rapidly reinforce your own reputation and expand your
universe of possibilities.” Part of this, I’ll argue, has to do with the way networks themselves have
For centuries, we have recognized the importance of networking. According to Brian Uzzi, a management professor at Northwestern University, networks come with three major advantages: private information, diverse skills, and power. By developing a strong network, people can gain invaluable access to knowledge, expertise, and influence. Extensive research demonstrates that people with rich networks achieve higher performance ratings, get promoted faster, and earn more money. And because networks are based on interactions and relationships, they serve as a powerful prism for understanding the impact of reciprocity styles on success. How do people relate to others in their networks, and what do they see as the purpose of networking? On the one hand, the very notion of networking often has negative connotations. When we meet a new person who expresses enthusiasm about connecting, we frequently wonder whether he’s acting friendly because he’s genuinely interested in a relationship that will benefit both of us, or because he wants something from us. At some point in your life, you’ve probably experienced the frustration of dealing with slick schmoozers who are nice to your face when they want a favor, but end up stabbing you in the back—or simply ignoring you—after they get what they want. This faker style of networking casts the entire enterprise as Machiavellian, a self-serving activity in which people make connections for the sole purpose of advancing their own interests. On the other hand, givers and matchers often see networking as an appealing way to connect with new people and ideas. We meet many people throughout our professional and personal lives, and since we all have different knowledge and resources, it makes sense to turn to these people to exchange help, advice, and introductions. This raises a fundamental question: Can people build up networks that have breadth and depth using different reciprocity styles? Or does one style consistently create a richer network? In this chapter, I want to examine how givers, takers, and matchers develop fundamentally distinct networks, and why their interactions within these networks have different characters and consequences. You’ll see how givers and takers build and manage their networks differently, and learn about some clues that they leak along the way—including how we could have recognized the takers at Enron four years before the company collapsed. Ultimately, I want to argue that while givers and takers may have equally large networks, givers are able to produce far more lasting value through their networks, and in ways that might not seem obvious. In 2011, Fortune conducted extensive research to identify the best networker in the United States. The goal was to use online social networks to figure out who had the most connections to America’s most powerful people. The staff compiled a list of the Fortune 500 CEOs, as well as Fortune’s lists of the 50 smartest people in technology, the 50 most powerful women, and the 40 hottest rising stars in business under age forty. Then, they cross-referenced this list of 640 powerful people against LinkedIn’s entire database of more than ninety million members. The winning networker was connected on LinkedIn to more of Fortune’s 640 movers and shakers than anyone else on earth. The winner had more than 3,000 LinkedIn connections, including Netscape cofounder Marc Andreessen, Twitter cofounder Evan Williams, Flickr cofounder Caterina Fake, Facebook cofounder Dustin Moskovitz, Napster cofounder Sean Parker, and Half.com founder Josh Kopelman—not to mention the former chef of the Grateful Dead. As you’ll see later, this networker extraordinaire is a giver. “It seems counterintuitive, but the more altruistic your attitude, the more benefits you will gain from the relationship,” writes LinkedIn founder Reid Hoffman. “If you set out to help others,” he explains, “you will rapidly reinforce your own reputation and expand your universe of possibilities.” Part of this, I’ll argue, has to do with the way networks themselves have