Greg Hartnett

I don’t come from a computer background. Without knowing my audience, I once made the blunder of revealing in a business meeting that the only experience I had with computers was doing bong hits and playing Playstation in college. I didn’t take any computer classes in school, I don’t know any real programming languages (unless you count HTML), I don’t know shit about hacking, and sometimes I get confused trying to configure my home network. And yet, here I am, running two successful technology companies. How can that be?

I have learned over the last year that even though the vast majority of the work that we do (and I mean we collectively: me, you, all of us who make our living online) deals with computers, it’s not about the technology. The technology comes and goes, and what’s hot today will be outdated next year. This month’s tricks are next month’s pitfalls.

Much like other industries, ours is about the people. The relationships and alliances struck between sometimes powerful forces, coming together to shape tomorrow’s WWW. The power that comes from meeting new and interesting people in the industry, providing for collaborative opportunities. The challenge that comes from dealing with some of the sharpest brains I have ever encountered. It’s about the people. It’s all about the people. Fortunately, dealing with people is one thing I know.

Below are some “tips” for dealing with business associates. Most of them are pretty much common sense, with a dose of Buddhist tradition for good measure.

1. Hire the absolute best people you can find. Ideally, you’ll be the dumbest guy in the room when you meet with your good people. Buy, beg, steal, give away part of your company to get them on board.
2. Never betray somebody’s confidence. I have some of the most influential and respected people in the industry ask me for advice on a regular basis. Not because I am so smart (regardless of what I tell my family). Because they know what we talk about stays between us. Once trust is lost, it is almost impossible to replace.
3. When speaking with somebody, pay attention exclusively to what they are telling you. Don’t let your mind wander. Focus all of your energy on that person. Let them see that you are paying attention.
4. Participate in the conversation. Provide meaningful dialogue when conversing. Ask questions and provide comments that indicate that you are listening. Let them hear your interest.
5. Be authentic. Probably the most important point. If you are not authentic, smart people will smell you coming from a mile away. Leave your polished smile at home, and can the cheesy sales talk. Show people that you are genuinely interested in helping them, and they will flock to you. If you can’t nail this one, then you shouldn’t be the public figure for your company.
6. Show humility. No matter how big your house, no matter what kind of car you drive, no matter how much money you make, how old your domain is, or how many employees you have, you need to treat others as if they are as important or more important than you are. Show everybody you meet at a conference the same respect you would show to Matt Cutts.
7. Refrain from boasting. There is nothing wrong with some self promotion, but remember that nobody likes a braggart. It may be a fine line, but you need to know where that line is, and make sure not to cross it.
8. Master the art of the soft sell. Don’t be a pushy salesman. Let people know what it is that you do, and let them lead. Read the signals, and they’ll let you know if they are interested.
9. Be generous. Pick up the tab for the drinks. Don’t be afraid to grab the entire tab for that nice dinner. Make others happy through your actions and generosity. Remember to put other’s happiness in front of yours.
10. Make people feel at ease. Make them laugh, even if it’s at your own expense. People will tolerate a stick in the mud if they have to, but they’ll seek out somebody that’s fun to be around.
11. Be yourself. You need to feel comfortable with yourself, or others will feel uncomfortable in your presence. With comfort comes confidence, and confidence acts like a magnet.
12. Don’t criticize. Never bad mouth others in the presence of business associates. If you need to talk smack about somebody, tell your wife, your dog, your parents. Just don’t tell people you work with.

Most importantly, treat others as you would like to be treated. Go out of your way to make a newbie feel welcome. Go talk to the weird looking girl standing alone. Make everybody you meet feel like the special person that they are, and you will never stand alone.