Keeping it social the key to business success

Small and intimate should be the rule of thumb for business networks – ideally between 25 and 40 people, tops.

Leading University College London anthropologist Robin Dunbar maintains that the most friends anybody can cope with is 150, but even within that, there is an inner circle of five core people and a layer of 10 outside that.

“Outside that there’s another circle of 35and another 100 outside that,” he says.

Known as ‘Dunbar’s Number’ it is defined as a theoretical cognitive limit to the number of people with whom one can maintain stable social relationships.

Even centuries old military structure is organised the same:
• Squad: 5 – 6 troops (family group);
• Platoon: 20 – 25 troops (village); and
• Company: 150 troops (tribe).
Interestingly, BNI groups have organised themselves in a very similar fashion.

Within each chapter of 23 – 25 people (the village), we have hubs of five or six people (family). They typically organise themselves around a common business process. For example, the property hub will consist of a real estate agent, conveyance lawyer, accountant, valuer, building inspector and property maintenance company.

The data is pretty clear. To succeed at networking, there are three essentials:

1. Keep it small;
2. Maintain regular face-to-face social contact, because relationships are key;
3. Practice reciprocity. In other words, give in order to receive.

It is important that people recognise that business is as much a social activity as it is a commercial one.

WARNING: Never take the decision to limit your chapter size to 30 or 40. The moment you do that you start sliding backwards. Don’t worry about number limits because they take care of themselves – people come and go. The important thing is to focus on growth.