It's not who you know, it's who you know that knows who you want to know.

Many moons ago I started a digital marketing rep firm called Connectual.

The tagline was: It’s Not What You Know. It’s Not Who You Know. It’s Who Knows You.

We did everything from consulting to recruiting but the common thread was connecting or helping people "Get Connectual."

At the time, LinkedIn offered an API you could code to and activate your connections graph on other properties. (Here's the link but the functionality is no longer supported.)

I used it to highlight all the different people who I knew that could help my customers get known.

Last week, I joined Vincent Pietrafesa and Ajay Gupta on The Marketing Stir podcast.

We had a great conversation and, at times, it felt like we were operating at 2x speed – so you may want to lower your playback to 0.5x ;)

At the end, Vincent called me out for a rapping Q&A session and, of course, I obliged.

In response to his question about what type of unsolicited LinkedIn message would get me to respond, I spit my answer and boiled it down to NONE.

Following the freestyle flow, I couldn't quite land the Connectual catch phrase and instead said, "It's not who you know, it's who you know that knows who you want to know."

But I actually think I kinda like that better and it certainly captures the value prop of LinkedIn.

At the end of the day, your network is your net worth.

If you want to know me, or anyone else, your best bet is to go through a trusted connection and request an intro.

And if you really want to know me or Mediaocean, check out the full pod capturing TV to TikTok and every screen between.