Why Mutual Connections Don't Equal Trust

Heard a sales trainer call this “the best” cold call opener: “Hi, this is Matt with X. You and I are connected on LinkedIn.” Not sure about you, but I don’t know 99% of the people I’m connected with on LinkedIn. I get the intent. Show a social connection to build credibility. But here’s the truth: They have no idea who you are. You don’t know them. You’re complete strangers. Faking familiarity doesn’t build trust. It chips away at it. Instead, try relevance: Example for Jellyvision (former employer): “Kim?” “Yes.” “Cool . Was on your LinkedIn. You still handling benefits communication over there?” “I am. Why do you ask?” “Have a question for you. I’ve heard from some Global Benefit Managers that answering benefits questions like ‘Can I cover my spouse?’ or ‘What’s my copay?’ can eat up 40% of their week during open enrollment. How does that compare to what you’re experiencing?” Then shut the front door and listen. Some people will open up and relate to the problem. Some won’t. That’s cold calling. Even elite cold callers miss when they swing the bat 80% of the time. That’s how cold calling (and baseball)is. The lesson? Trust isn’t built by pretending you know someone. It’s built by proving you understand someone.

I have stopped making connections for business. Now, I only build real connections. Because the right relationships naturally turn into business. I learned this the hard way. When I first started on LinkedIn, I thought growth meant: → more connections, → more followers, → more numbers. But here’s what happened: My network grew. My DMs stayed silent. And opportunities? Almost none. That’s when it hit me - connections without trust are just contacts. And contacts don’t pay the bills. So I shifted my approach. Instead of chasing numbers, I started: → having meaningful conversations, → showing up with value, → listening before speaking. And something changed. Business stopped feeling like a pitch. It started flowing through genuine relationships. That’s why today, I don’t “add for business.” I connect with people I genuinely want to know - because trust turns those relationships into opportunities. If you feel invisible on LinkedIn, maybe it’s not about adding more people. Maybe it’s about connecting better. What do you think, are you chasing connections, or building relationships? #LinkedIn #PersonalBranding #ShraddhaSutra

My favorite question when someone asks me to introduce them to someone I know? “Why?” And my favorite follow-up? “No, seriously…why?” I’ve spent most of my professional life being labeled a “connector.” I’ve always shrugged it off with: “I just know people.” But here’s what I’ve learned over time—there’s a big difference between being a connector and being an introducer. Connectors build networks with care. They think in terms of mutual, long-term value. They’ll make a connection only if they believe it benefits both people in a meaningful way. Sometimes they’ll say no. Sometimes they’ll fail. But they see the world as an intricate web of potential—not a game of favors. Introducers, on the other hand, operate in a transactional mindset. Introduce someone, tally a mental IOU, and wait for payback. You can spot them because they almost always say, “Just help me out one day.” Lately, my inbox has been overflowing with requests—from people I barely know—asking for intros. Not to me, but through me. To my friends, colleagues, investors, and collaborators. And I get it. The startup world runs on connections. But here’s a gentle reminder: a connection is not the same as an introduction. And a cold intro from someone who doesn’t understand the value on both sides? That’s just noise. So before you hit send on that DM or email asking for an intro, ask yourself: 👉 Do I want a real connection? 👉 Have I earned the trust that makes someone want to connect me? 👉 What value am I bringing—not just extracting? Because if you approach people with contribution instead of extraction, you’ll never need to ask for an introduction again. You’ll be part of the network. Not just trying to tap into it.

This is the truth about meaningful connections  "Who you know" has always mattered more than "what you know."  But here's what nobody tells you:  A Rolodex full of names means nothing if those connections are hollow. The most successful people don't just network - they build relationships with intention.  The real power lies in:  - Having people who truly understand your value   - Creating mutual trust that lasts beyond transactions   - Developing advocates who will speak for you when you're not in the room  This requires moving beyond:  ✓ Superficial LinkedIn connections   ✓ Transactional "what can you do for me" relationships   ✓ Networking only when you need something  The intentional approach: 1. Focus on depth over breadth   2. Offer value before asking for anything   3. Invest in fewer relationships, but do it properly  Your network should be a circle of trust, not just a contact list.  PS: Are you networking intentionally?