It's Not What You Know, It's Who You Know

Shannon Siriano-0129.jpg

Have you heard or even said the following phrase?
 

“It’s not what you know, it’s who you know.”

 
This what so many people think of when they think of “getting ahead”. Whether it is landing an interview for a great job, securing a meeting with a big client, or getting front row seats to Beyonce at Coachella, knowing the right people is a make or break strategy.
 
BUT most people think you have to be famous, come from a connected family, or hustle like crazy to get yourself in the right circles. I don’t think so and I will tell you why.
 
My brother, Christian Siriano, is a famous fashion designer who was just named one of Time’s 100 Most Influential people (it is crazy for me to type that). He is my most favorite case study and he DEFINITELY didn’t start his career as influential, quite the opposite.
 
He started his career on a reality TV show you may have heard of, Project Runway. Winning this show definitely had its advantages, but it also made things really difficult for him. After the show, he had an impossible time landing celebrity clients or getting any press other than people interested in his catch phrase. A-list stars had no interest in being dressed by a no name designer who was just on television as a character. It was not as easy as it looks on Instagram.
 
He did what any smart businessperson would do. He started dressing anyone who would wear his clothes. This meant actresses and models who were just starting, too, “it” girls who weren’t exactly it, musicians who hadn’t even released their first record yet, but somehow got an appearance on a morning television show (read on to learn who).
 
Here is why I am telling you this story.
 
You NEVER know who is going to be the next big thing!!! Working with your peers, people in the same spot as business, is so incredibly valuable and so often overlooked. I have learned so much from people who were at the same phase of growing their business and these relationships are some of my most treasured.
 
When I hear the phrase, “it’s not what you know, it’s who you know”, I think of the amazing people I know! I have friends publishing Cook Books, launching online courses, traveling the country to speak, hosting masterminds, and opening second and third locations of their growing businesses. All of these people, I met at the beginning (or even before) my entrepreneurial journey!
 
Relationships are essential to being successful in business and there is no better time than now to start building them with the people right next to you.
 
If my brother had spent all of his time reaching for the clients who weren’t interested in him, he would have missed out on building great relationships with amazing folks who just happen to be the newest crop of influential celebrities. That musician who no one had ever heard of that wore my brother’s clothes on The Today Show for her very first public appearance…..that was Lady Gaga (known at the time as this girl Stefani).

Shannon