Truth or Delusion: Busting Networking

I enjoyed reading a review copy of Truth or Delusion: Busting NetworkingÂ’s Biggest Myths, by Ivan Misner with Mike Macedonio and Mike Garrison. Dr. Misner is one of the very few people who have written on this topic (besides Wayne Baker, Herminia Ibarra, and a few others) who’s done substantive research up to academic standards on what actually works in sales and marketing.

One key learning from the book: the importance of educating the people with whom you work about whom you sell to, and how to sell your firm. People can’t refer business to you unless they know very well who is a logical customer for you.

I definitely recommend the book.