The more people you know, the more people you can influence, either positively or negatively. People who work at developing strong clusters of networks across a broad cross-section of interests, age groups, demographics and cultures can often wield enormous positive or negative influence. These people are often referred to as master networkers and spheres of influence.

One of the challenges in our time-poor society is that many of us can’t be bothered investing the time required to work at and create new networks. It is so much easier and a great time saver to stick to the networks that we know and feel comfortable with. Our comfort zone becomes very safe and non-threatening. However, it is also very limiting and the potential for influencing large numbers is almost nonexistent – unless our smaller networkers are themselves filled with key spheres of influence who can network on our behalf.

One definition of people who are spheres of influence is ‘someone who knows a little bit about a lot of things and a lot about one or two areas’. They often specialise in one area, while having a good general knowledge of many areas. They are very good at keeping in touch with their networks, they remember what is ‘special’ and unique about individuals, and they are generally extremely good communicators.

Smart networkers work at creating relationships with spheres of influence; they know that a positive word about them from one of these key players carries a lot of weight and influence. Bill Gates has spoken of a trilogy of trust – the trust that one person has in another, that is then passed on to the third party.1 For example, Bob knows, likes and trusts Sue, who knows likes and trusts John. Based on this two-way trust, Bob will be open to discussions or possible connections with John, even though John has never previously had contact with Bob.