Trust travels through people. Beth trusts Jack, Jack trusts me, so Beth gives me five minutes. One careless, templated message can snap the link.
The idea
When we can't trust the message, we trust the messenger. When we can't trust the messenger, we trust whoever introduced us. Beth trusts Jack, and Jack trusts me, so Beth gives me five minutes of her attention. As AI floods every inbox, this chain is becoming the main filter for whose message gets read. It's also fragile. One lazy, obviously templated message and you get filed as a spammer, or worse, a bot. The questions worth asking now: who do you trust, and who do they trust?
How to do it
Make every message personal, relevant and clearly from you: reference a post they wrote, a conversation you had or a mutual connection.
Prove you're human: switch channels (saw it on LinkedIn, text them), add "no need to respond," and keep it short.
Close the loop with whoever introduced you. They have no idea if it worked. David Homan calls this honoring the chain of connection.
Example
Last December I wished someone a Merry Christmas while running through my contacts one morning. They don't celebrate Christmas, and the reply came instantly: "Automation fail!" A human had sent it, but the default assumption now is that nobody is behind the curtain.
Script
"Hey, wanted you to know that intro led to X. You made that happen. Thank you."
Prove You're Human: Be specific, switch channels, add "no need to respond," and keep it short. AI over-explains; humans get to the point.
The Friday Close-the-Loop Ritual: Every Friday, spend five minutes asking what good thing happened this week and who you have to thank for it, then send one message.
The Double Opt-In Introduction: Ask both people before connecting them, give a specific reason, and only make introductions both would thank you for.
Know, Like and Trust: People work with people they know, like and trust. Trust comes from shared context, previous engagement and endorsements from people already trusted.