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Can I just say…

Wow

I think this was probably the most valuable session I went to at AdTech and I am really, really hoping that I’ll be able to access video for it. In fact, I am hoping to be able to make many, many people watch the video from it.

Keith Ferrazzi delivered an illustrative and inspiring talk on forming connections with other people, saying, "Everything you have or will achieve has been done with other people."

To make a connection, you must

• Be genuine
• Share your passions
• Invite others to do the same

The keynote was all about the attitude of this approach to relationships (and business relationships fall into that category). His book, Never Eat Alone, is about the tactics of building relationships. I do heartily recommend internalizing the attitude before you try to apply the tactics.

I call this the "learn to be like Angela" book and immediately bought one to pass around the office (and another to pass around my family). Angela is fantastic at connecting with people immediately and several of us have gaped at her in awe, wonder, and envy for her ability. Well, gosh darn it, I’m not going to be envious any more.

There were a few "aha" moments for me, connecting this talk to life inside and outside of work. Keith made the assertion that, in general, people want to help you succeed (unless you make it hard for them to do so). The first big hurdle is being able to communicate what you really need.

Conversely, the ideal state for a company is to help our customers succeed - and, to do that, we have to understand what they really need. We need to get them to talk to us about their passions and pains. This is the kind of marketing that I subscribe to.