In the 1970s, sociologist Mark Granovetter published a groundbreaking article titled The Strength of Weak Ties. In it, he introduced a simple but powerful idea: while our close friends and family—our strong ties—are important, it’s often our weak ties that open the door to new opportunities. These are the people we kinda know. Acquaintances, former colleagues, distant connections. And according to Granovetter, they’re often the ones who help us grow the most.
This idea has stuck with me for years, and I’ve seen it play out in real life—especially in the music scene.
Back when I was part of a young, hungry band trying to make a name for ourselves, we’d invite all our friends and family to our shows. They’d show up, cheer us on, and support us. But here’s what was interesting: it wasn’t just our inner circle that helped us build a fanbase. It was the people they brought with them. Friends of friends. Coworkers. Roommates. Those were the ones who bought merch, followed us online, and came back for the next show. Our growth didn’t come from the people we knew best—it came from the people we kinda knew.
And the same is true in business.
When we’re developing a new product or launching a new idea, we often turn to our trusted circle for feedback. We ask our friends, our family, our closest colleagues. And they’ll usually respond with something supportive like, “Sounds great!” or “Hmm, I’m not sure that’ll work.” Their opinions matter, of course. But they’re not your customers. They’re not your market. They’re your cheerleaders, your sounding board, your confidants. And while they can offer encouragement, they’re not the ones who will ultimately determine your success.
So where do you turn?
Back to Granovetter’s point: your weak ties. The people in your extended network. The ones who aren’t in your daily life but still know you enough to take a call, read your email, or hear your pitch. These are the connections that can introduce you to new clients, share your product with their network, or offer insights from outside your bubble.
Think about it. Who do you kinda know that might be a good fit for your product or service? Who in your network could benefit from what you’re building? And just as importantly, who do your friends kinda know that might be a perfect match?
This is where things get exciting. Because when you start thinking beyond your immediate circle, your reach expands exponentially. You’re no longer limited to the people you talk to every day. You’re tapping into a web of connections that can lead to partnerships, customers, collaborators, and opportunities you never saw coming.
And it works both ways.
What connections do you have that could benefit someone else? Maybe a friend of yours is launching a business, writing a book, or trying to get their product off the ground. Is there someone in your network who could help them? Make the introduction. Send the email. Share the link. The more we focus on connecting our weak ties, the more successful we all become.
This kind of networking isn’t about cold calls or transactional relationships. It’s about being intentional. It’s about recognizing that the people we kinda know—and the people they kinda know—are part of a larger ecosystem of growth and support.
So here’s a challenge for this week: take a look at your network. Think about the people you’ve met at events, worked with briefly, or connected with online. Who might benefit from what you’re doing? Who might be able to help you move forward? And who could you help by making a simple introduction?
And if you’ve found value in this message, consider sharing it. Is there someone in your network who might benefit from receiving this newsletter? Forward it to them. Invite them to join the list. Help me connect with some of your kinda knows.
Because success isn’t just about who you know. It’s about who you kinda know—and what happens when you start making those connections count.