It’s who you know. And, who the people you know know, and who they know, and so on. You might be closer than you think to getting a meeting with the decision maker at that client you’ve been trying to land, or a celebrity endorsement, or other contacts that can build your business.
The first step is to identify the people you know. Do any of them have something in common with your target, the person(s) you are trying to reach? Perhaps they share an occupation, they have the same hobby or interest, they live in the same area, or they went to the same school. Or, do the people you know know someone else who has something in common with your target? They may lead you exactly where you want to go.