Look this principle up if you don’t know about it. But in short, it means that we are all connected to every other human on the planet by no more than 6 links. A whole business has been set up on this concept – it’s called LinkedIn (you may have come across it!). By identifying the huge number of ‘indirect’ contacts you can access through common links with your ‘direct’ contacts, you have the ability to engage with large numbers of people quickly. The trick is to identify the links that are relevant and use them in your search. In other words, you should be considering; ‘what links my direct contact who is wrong, with the indirect contact who is right?’ You should be exploring these links when you take the Brief from the client.

Use this concept with any contact list – LinkedIn, your database, networking groups, Twitter, Alumni etc.