Book Review: The 29% Solution
Why 6 Degrees of Separation Only Works for Savvy Business Networkers
Jul 20, 2008
Author Ivan R. Misner and Michelle R. Donovan lay out 52 weekly exercises in The 29% Solution (2008, Greenleaf Book Group Press) which are designed to improve business networking. Broken up into eight parts which range from "Become the Expert" to ""Capture Your Success Stories," the book lays out familiar strategies in two-to-five-page chunks.
Misner, founder of BNI, justifies the title in the preface, explaining that Stanley Milgram conducted the experiments that led to participants finding a connection to a stranger in about six steps. However, only 29% of the participants were successful at all. The book's aim is to help readers "become part of the roughly 29 percent of people who are, in fact, separated from the rest of the world by just six degrees."
Familiar Business Concepts, New Networking Format
The book contains quite a bit of familiar wisdom, including setting oneself up as an expert in one's field, the use of press releases, and how to select events to sponsor. However, this is an action-oriented book, and each chapter is set up to encourage the reader to implement the strategy with a consistent format:
- Explanation of the activity
- Connection to business networking if not apparent
- Worksheets are used when appropriate to guide the reader through the activity
- Action plans are listed in each chapter to make the goal attainable.
Key Concepts About Networking
Casting a number of different business activities in the mold of business networking, The 29% Solution reinforces basic concepts about business networking in every chapter.
- Helping others makes them want to return the favor
- Public speaking is always a necessary skill
- The importance of developing a referral mindset
- Novel ways to leverage existing networks
Misner and Donovan talk about playing golf, collecting written testimonials, volunteerism, and the uses of the internet for business networking. Each activity is framed in the context of referral marketing and includes steps for succesful completion.
Business Networking ConceptsEach of the lessons/chapters discusses a business marketing activity, how it relates to networking, and how to implement it. The authors suggest that the book can be used sequentially, or that readers can pick and choose which strategies to master.
By framing familiar business concepts in the context of business networking, the authors provide a fresh angle from which to approach word-of-mouth marketing. Business owners are reminded to get out and talk to people, be honest and generous, and genuinely care about helping others; they are also taught how to recognize networking opportunities in different environments and set themselves apart from their networking competition.
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