Expansionists, brokers, and conveners

strategy+business, March 31, 2021

by Theodore Kinni


Photograph by John M Lund Photography Inc.

When David Rockefeller, grandson of oil magnate John D. Rockefeller and CEO of Chase Manhattan Bank in the 1970s, liked something, he really liked it. He liked collecting beetles, and left a horde of 150,000 specimens to Harvard on his death. He also liked collecting people. His Rolodex (remember those?) contained more than 100,000 contacts; laid out end to end, its cards would have stretched 16 miles.

In the terminology of personal networks, Rockefeller’s custom-made Rolodex is a good example of an “expansionist network,” according to Marissa King, a professor of organizational behavior at Yale School of Management. In her book Social Chemistry, a wide-ranging but rather unconnected exploration of how we connect with other people, King explains that expansionists “have extraordinarily large networks, are well-known, and have an uncanny ability to work a room.” Expansionists create value by connecting contacts to each other. They are collectors and manipulators of what sociologist Mark Granovetter identified as “weak ties.”

But size doesn’t really matter when it comes to networks, says King. Rockefeller, for example, had to overcome the inherent difficulties of maintaining and leveraging an expansionist network by recording detailed information about his contacts on his Rolodex cards. When the Wall Street Journal got a peek after Rockefeller died at age 101 in 2017, it reported that there were 35 cards documenting his meetings with Henry Kissinger dating back to 1955. What really matters is the quality of your contacts and the structure of your network...read the rest here