From Zero to Hero: The Game-Changing Strategy of Structural Holes in Networking

The power of networking is undeniable, and those who understand it well have a very valuable asset. Building relationships require more than conversations and business cards; to be truly effective, one must use social science to understand the dynamics at play.

A skilled networker knows how to read body language, interpret social cues, and identify commonalities with their conversation partner. They can build rapport quickly and establish trust, essential for any successful relationship. It's not only about knowing the right people but making sure they know you and what you can do so they can offer you the right opportunities. In building strong relationships, one crucial factor often gets overlooked – reciprocity. The principle of reciprocity is simple - when someone does something nice for us, we feel compelled to return the favor. This can be as simple as buying lunch for a colleague or offering to introduce them to someone in our network. While all those things entail networking, are there strategic tactics that can amplify your network with minimal effort and rapidly grow and expand your meaningful connections self-sustainably over time?

The art & science of Networking: Structural Holes

The art and science of networking can be daunting, but plenty of resources are available to help. From articles to books on “how to network,” plenty of sources can guide you. Amidst the mountains of literature on effective networking, one critical concept is often overlooked - "Structural Holes." In this article, I want to highlight this powerful and impactful tool that has the ability to make meaningful connections that can drastically increase your network's reach. Keep reading until the end to know how filling in Structural holes benefits you, examples of famous people who used this framework to build their influence, and how you can use this concept to design your own networking strategy.

As a coach in Prof. Jeffrey Pfeffer's Stanford GSB LEAD class on Building Power and through my private practice in Executive Coaching, I have witnessed first-hand how filling in strategic “Structural Holes” can benefit those who embrace it, gaining an immense advantage over their peers, while providing an invaluable service to their community. From the 300+ global executives I've coached through LEAD to corporate leaders and entrepreneurial trailblazers - Structural Holes has been a road map for success across all genders and contexts - unlimited in its potential to drive influence and networks.

For those new to this term, Structural holes - a concept from social network research, refers to a "space" between contacts in a person's network that, when filled, can create an outsized impact for the person(s) who bridge the gap. These contacts do not interact closely (though they may be aware of one another), even though they have complementary resources or information. The theory demonstrates that users occupying the bridging positions between different networks and communities have advantages that can lead to new opportunities and greater insights (Ronal S. Burt, 1992).

The concept though very powerful, for you to successfully occupy a bridging position in networking requires that:

• You have a clear vision and purpose in bridging the gaps.
• You have the agency & leadership to drive the exchange between two networks.
• You can identify the gaps in your networks and connect with other high-power individuals who occupy those spaces.
• You understand the needs of the different communities and cultures that make up your social networks.

By occupying these bridging positions, you can become a broker of information and create new relationships and synergies between different groups. You can share knowledge and resources and create new opportunities that would not have been possible without their presence.

How does filling in Structural holes benefit you?

Groups of people often closely associate with each other and tend to be insulated from different perspectives, resulting in conversations filled with redundant information. These tight-knit clusters often become trapped in this endless feedback loop of shared information, leading to stagnation in personal growth and in pursuing innovation. Exploring the gaps between these clusters becomes essential to access new, valuable insights and resources. To be truly innovative, one must break through the bubble of repetition and explore these gaps. These can offer access to unique resources and new perspectives, build your influence among the networks you connect, and expand your knowledge base. Here are a few listed benefits:

1.????Increased visibility: By connecting individuals or groups from different social or professional circles, you position yourself as a central figure in the network. This enhanced visibility can lead to greater recognition and opportunities.

2.????Information advantage: Acting as an information broker between disconnected groups allows you to have access to diverse knowledge and insights. This information advantage can make you a valuable resource and trusted advisor to others.

3.????Expanded network: You become the link between different clusters, facilitating new connections and collaborations that might not have occurred otherwise.

4.????Enhanced reputation: As you become known for connecting people and facilitating cooperation, your reputation as a reliable and influential individual grows. Others will seek you out for guidance and partnership.

5.????Broader perspectives: Engaging with individuals from various backgrounds exposes you to different perspectives, ideas, and approaches. This diversity of thought can enrich your innovation perspective, and out-of-the-box thinking.

6.????Improved problem-solving: Connecting individuals with unique knowledge or skills fosters a collaborative environment that enables more innovative and effective solutions to complex challenges.

7.????Resource sharing: Bridging structural holes allows for the exchange of resources, expertise, and support across groups. This reciprocity strengthens relationships and fosters a culture of cooperation.

8.????Social capital accumulation: As you become a central figure in the network, you accumulate social capital—the value of relationships and connections—which can be leveraged for personal and professional gain.

9.????Influence over information flow: By occupying a strategic position in the network, you gain some control over the flow of information between groups. This control can be used strategically to shape narratives and influence decision-making processes.

10.??Access to diverse opportunities: Being a connector in structural holes exposes you to various opportunities that might not have been accessible if you remained within a single social or professional cluster. This can lead to new and unexpected opportunities in business ventures, career advancements, or personal growth.

11.??Personal growth and learning: Engaging with diverse individuals challenge your perspectives and forces you to adapt and grow. This continuous learning process can lead to personal development and a broader world understanding.

Not just theory, real examples of how this strategy works?

Examples of famous people who used this Structural holes framework to build their influence:

-???????The founder of Virgin Group, Richard Branson, is renowned for his extensive network of contacts across various industries. His ability to bridge gaps and connect people from different sectors significantly expanded his influence and the success of his businesses.

-???????As a co-founder of LinkedIn, Reid Hoffman understands the value of networking. He strategically used the platform to connect professionals worldwide, facilitating valuable relationships and increasing his influence in the tech and entrepreneurship space.

-???????Author and journalist Malcolm Gladwell is known for his ability to connect ideas and people from diverse disciplines. His network spans academia, media, and business, contributing to the widespread impact of his books and articles.

-???????The co-founder of The Huffington Post, Arianna Huffington, has demonstrated remarkable networking skills throughout her career. She created a media platform that became a powerful force in the digital publishing industry by connecting journalists, bloggers, and thought leaders.

I recently wrote a book Trailblazer Founders: Breaking through invisible boundaries , covering a range of topics that include Effective Networking, building a Personal Brand, and Executive Presence, that Entrepreneurs and Innovation Leaders can use to build their personal influence. In the book, I also discuss how this concept of Structural Holes was utilized to build our Stanford GSB LEAD Incubator & Startup accelerator (LISA) , an initiative that started with six people to now actively engaging 500+ alumni and has 1500+ followership.

As the Co-founder of this extraordinary initiative (LISA), we collaborated with some of the sharpest minds in the community to build a 10-week-long incubation program that fosters startup ideas from 4000+ global alums of Stanford LEAD. In building LISA, we applied the Structural Holes theory by bridging two existing but dormant communities in the Stanford Alumni network. We built the bridge between founders and the expertise in the community. Here, we considered the strategy that creates groups, structures, events, or activities with some institutional permanence, creates recurring visibility and access - and potentially grows in value over time.

While being highly committed to increasing diversity, equitable and inclusive access to network & education for underrepresented entrepreneurs, and transforming the entrepreneurial ecosystem together, we engaged a host of people from Executive team members, Design facilitators, Mentors, VCs, Stanford Alumni & staff, Industry luminaries as workshop facilitators and more to enable 150+ Startup ideas thus far from within the community. This created influential networks and visibility for us as Founders and team members and a unique ecosystem of collaboration, innovation, and entrepreneurship in an otherwise dormant but highly talented Alumni network.

Another example I share in the book is of Lisa Shu , who used the Structural Holes theory to build her influence. She has 12 years of experience in Academia as a tenure-track professor of Organizational Behaviour at London Business School with a Ph.D. from Harvard Business School. I first encountered Lisa through the Newton Venture Program that I am an alumnus of, which she had founded.

Lisa Shu obsessively worked to launch the Newton Venture Program in 2020, a tireless endeavor to create an inclusive environment in venture capital. When asked how she launched the program, she said, "Firstly, you bring a personal brand that creates a network. But it is effective if you try to gain as much diversity in that network. I didn't need to go deeper into my academic networks to start this program, meet more Deans of business schools, or even bring in any of my business school relationships. The greatest opportunity lies in connecting networks that have no prior connection. Bringing together entrepreneurs, venture capitalists, and academics who specialize in this space was a way for me to achieve something big." She added, "This venture program aimed to bring more minorities onto the main stage. It has the diversity piece, so convincing stakeholders to join hands became easy." She concluded," The difference is the strength when it comes to networks."

How can you use Structural holes to design your own networking strategy:

Here are ten examples of how this theory can be applied to build personal influence and develop your own networking strategy. All you need to do is get out of your mini cluster of the social networks you often engage in, start leaning into your weak ties with diverse networks, and launch an initiative that allows for these diverse clusters to merge and interact:

1.????Bridge between disconnected groups: Identify two or more distinct social groups or professional circles with limited interactions. Position yourself as a connector or intermediary between these groups to facilitate information exchange and collaboration.

2.????Become an expert mediator: Develop expertise in a particular field and use it to mediate between individuals or organizations with different knowledge domains. This will enhance your reputation as a knowledgeable and trustworthy source of information.

3.????Create a networking event: Organize a networking event that brings together diverse groups of people, enabling you to be at the center of interactions and increase your visibility and influence.

4.????Serve on diverse committees or boards: Join committees or boards that have representatives from various industries or sectors, enabling you to bridge gaps and influence decision-making processes.

5.????Build a diverse online presence: Create an active online presence across different platforms and engage with various communities. This will allow you to connect people with common interests and build a reputation as a connector.

6.????Participate in cross-functional projects: Get involved in projects involving teams from different departments within or across organizations. This will help you build relationships and influence across various domains.

7.????Mentorship and coaching: Offer mentorship or coaching services to individuals from different backgrounds, industries, or skill sets. This will help you build relationships and influence in diverse circles.

8.????Attend conferences and events outside your industry: Participate in conferences and events catering to various industries and professions. This will expose you to diverse networks and opportunities for influence.

9.????Publish and share knowledge: Write articles, blog posts, or research papers that appeal to different audiences. Share your content through various channels to reach a broader range of people and establish yourself as an influential figure.

10.??Introduce people with mutual interests: Actively introduce individuals who share common goals or interests but are not yet connected. You'll position yourself as a valuable resource and expand your network by facilitating these connections.

While all these strategies are easy to implement, the key to leveraging structural holes effectively is authenticity and genuine interest in helping others. Building personal influence through networking should focus on creating value for others, facilitating connections, and fostering collaboration.

Further Resources:

-???????Your BRAND defines YOU and your STARTUP SUCCESS!

-???????From Unknown to Unstoppable: Startup Pitch Formula that works every time!

-???????The Ultimate Communication Toolbox: 6 Techniques That Will Skyrocket Your Next Pitch or Presentation

-???????Include Storytelling into your pitch - a framework that can convert your ideas into stories in under 15 minutes. Get your Storycards here

About the Author:

Deepti Pahwa is an Author,??Moonshot Thinker, and Ally for Entrepreneurs & Innovation Leaders.?Her book –?Trailblazer Founders: Breaking through Invisible Boundaries (May 2023) ?continues to be No.1 New Release in Venture Capital, and one of the Top books ever released in VC category on Amazon.?

Drawing from her extensive experience, she has crafted a unique approach to 2 of her highly sought-after Coaching Programs –

• “Founder to CEO” Coaching for Startups that develops multiple aspects of?Founder Leadership, Product Innovation?& Scale-up skills.
• “Joining the C-suite" Executive Coaching for Innovation & Diversity Leaders that develops multiple aspects of?Building “Power & Influence," Owning your Role, Culture Design, Product Innovation?& disruption canvas.
• Specialized coaching on Personal Branding & Effective Communications. Her consulting, coaching, and training increase your influence and inspire action.

Learn more through?Linkedin ?or her website:?deeptipahwa.com

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