It’s a simple enough question, but one with real power.
Most of us have heard the question, “Who do you know that I should know?” But this version flips the script. Instead of asking for something, it offers something: Who do I know that you want to know?
Last week, I talked about sharing great mentors. This week is about being more than just a cheerleader. It’s about being a sponsor, about making real connections and opening doors for people who are ready to walk through them.
I saw a short video on Instagram that stuck with me. A girl stood on a chair while a man asked her to pull him up. It was almost impossible. Then he gave a light tug, and she fell off. The message was clear: it’s easier to pull someone down than it is to lift someone up.
So be someone who lifts others up.
That video reminded me of what we set out to do this year with our event sponsors. Build IT brings together the top MSP platforms in the country. And not just their brands, but also their CEOs. These aren’t people who typically roam a vendor pavilion or linger on the show floor, which makes it tough for sponsors to access the conversations they’re hoping to have.
But this year, we were intentional. We wanted our sponsors to win.
We asked each one of them a question: Who do we know that you want to know?
That single question changed the game. It forced clarity. It helped them identify the decision-makers and influencers who would actually make a difference for their business. Then, on the very first day in the Solutions Pavilion, I made it my mission to play connector.
Yes, I literally walked (or dragged, depending on who you ask 🙂 ) our sponsors over to booths to make introductions. Some laughed. Some were surprised. All were grateful. It made them think clearly about who they were trying to reach, and it allowed me to add value right then and there.
And the ripple effect? It wasn’t just sponsors who benefited. Our partners, for the most part, appreciated the intros too. Real conversations happened. Opportunities emerged. And the tone for the event was set: this wasn’t just about presence; it was about connection.
This lesson isn’t just for business. It works in everyday life too. We don’t often pause to ask, “Is there someone you’d like to meet?” But that one question can open new opportunities, ideas, and support systems. And no, I’m not saying you should ask everyone to open up their entire contact list. Boundaries matter. But if your request is thoughtful, respectful, and driven by genuine interest, you’d be surprised at how willing people are to help.
So, here’s the takeaway: think about someone you know who might be stuck, or ready for something more. Ask them who they want to know. Then make the introduction. No strings. No expectations. Just be the person who reaches back to pull someone else up.
There’s power in being a connector. And I believe those small acts of generosity ripple out longer than we realize.
Pay it forward. It always finds its way back.
