Awareness isn't just about making a name for yourself. It's about utilizing your network and being aware of others' strengths in a way that mutually benefits both parties.

As humans, we can’t know everything. (That may be shocking!) That’s why we have friends — referrals — to ask for real-world advice.

With a straight face, I can tell you that networking and meeting new people has the potential for new business. I know, because it’s worked for me (note: I don’t sell anything, but it’s great for my reputation and development). In my line of work—legal marketing — we often hear lamentations about how business development doesn’t work. Where is the new business? Why isn’t the potential client calling me? We always want to ask—have you called them for advice in their niche area? Are they top of mind when you think of their industry? Like in all relationships, there needs to be mutual trust. Why would someone trust you if you never go to them? Relationships, as I’ve mentioned several times, are a two-way conversation. For example, if all your “best friend” ever did was talk about herself and never asked about you, do you think you’d share your most personal information?