It's Who You Know, 2nd Edition

Foreword by Lisa Messenger

Over a decade ago, I helped a budding entrepreneur and motivational speaker with his PR strategy. To me, that component of business was incredibly simple, second nature, the sort of stuff I could do in my sleep, but to him it was a juggernaut, a mystery, a pot of gold at the end of the rainbow he craved and undeniably needed for the systematic growth of his business and personal brand.

So there we were, a flat white for him and an iced mocha for me, sunshine on our backs, pens and paper everywhere. I talked him through the media landscape philosophically and practically; we discussed his approach, the concept of bespoke pitching, potential roadblocks, long-term strategy versus quick wins, and then I did something simple but oh so valuable: I introduced him to some of my own contacts.

A couple of months later, I saw a feature about him pop up in a national newspaper. Then again four months later, but this time he was being announced as a regular contributor to a national publication. He was later featured on some pretty heavy-hitting international websites and then came the publication of his book.

I have watched from the sidelines over the years as his business profile has grown, and each time I spot him in the media or see his name listed as an event speaker, a small smile of pride grows on my face. Top line, I'm thrilled for him and hope it gets bigger and grander, whatever his personal vision might be. But on a personal level of reflection ...