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Imagine a world where you can get paid for who you know. Cool, right? You list your contacts and if someone wants to talk with them you can charge people for access! Whee! Isn't for-profit networking fun? Not so fast, kiddo. Let's think about this for a moment. Why should you be allowed to make money off of me? How do I know that you're not just sending me someone so you get a payday and not because this is a good person for me to network with? Vshake - a new for-profit networking site led by Sagi Richberg and Sergey Gribov - attempts to add a dash of Multi-Level Marketing and profiteering to the networking concept. If I invite you to join my VShake network I will get paid any time you pay anyone else for access (to you or one of your contacts) - or anyone pays you for access. Sorry folks, but I don't go for MLM concepts, so you won't be getting an invite from me any time soon.
Why should I reward people with revenue just because they were kind enough to forward an email to me? MLM Networking seems to be a an especially bizarre concept. Assuming that true networking is about establishing trust and connections so you can increase opportunities, then why would anyone spend money to increase their network? Doesn't the mere fact that you're bribing someone to talk with you lessen the quality of the connection?
Let's bring this back to branding. Do you want your personal brand to be one where you're looking to make a dime off of anyone trying to get in touch with you? (Sure, we'd all like to be able to use this approach on telemarketers - but for actual business contacts? I'd be happy to take a telemarketing call for $10 per minute. I'd let 'em talk as long as they want. I'll even listen! For that price I might even help 'em with branding while we chat.) Whoops... let's really bring this back to branding now. If your personal brand says you're willing to make a buck off of anyone willing to pay it then you're saying quite a lot.
There are about a dozen more reasons I can think of that would convince me this isn't a good idea. There are two reasons I see for trying a system like this. If you're overwhelmed by requests for talks and information and you're not otherwise compensated for your time then it may make sense. Heck, colleges already use a single fee (not MLM) to ensure that people are serious about wanting to get admitted. The fee also covers the time spent processing the application. So - there's some precedence... but unless you're an "Ivy League" contact I can't see anyone actually paying much (if anything.) There's a second reason - one that could benefit both a user's personal brand and the Vshake brand as well. If there's a charity I like I may willingly sign up and send my networking profits to them. But note that this isn't an angle that VShake is pushing. I'd suggest that they look into it. Anyone that would really be worth the $1000 to read an email probably doesn't need the money anyway. Why not make this more like a social-good networking project? You lose the negative perception of MLM and attract more of the types of people that will actually add value to the network. The day VShake switches from rewarding selfish instincts to rewarding selfless instincts is the day I'll likely give VShake a serious look. Until then if you want access to my contacts you're just going to have to convince me that you're worth referring. I don't care that you have money. I don't care if you're charismatic. I don't care if you're needy. If you aren't trusted by someone that I trust, or if you don't have an idea that compels me to open up my address book then you're going to have to do more than just writing me a check. Last thought ... the name Vshake - likely a shortening of "Virtual Handshake" - doesn't seem to have the right connotation here. This isn't about coming to any agreement or saying hello - it is about getting money for your contacts. More of a "V$hake" feel. This is about gettin' paid for clicking a button, not meeting people... ...and continuing... The tagline "Put Your Money Where Your Mouth Is" ... I think I've heard that somewhere before. Maybe 428,000 times. ...and the thought after the last thought after the last thought. Richberg implies that he's differentiated himself through commercializing networking here. But there's a difference between differentiating your service and differentating your service well. I could start up a grocery chain that throws mud in your face as you leave the store, but that doesn't mean that the differentiation helps me. In my opinion cheapening the role of personal relationships is a differentiator in a similar vein. Alas, I've run out of branding-ire for the day. More Gottfried-esque rantings to come in the future. I would genuinely like to talk to the folks at Vshake about their brand. There appears to be some good technology behind the product, but there have been some potentially major missteps in brand development. I'm here to help - and while you don't need to pay me to call, I do charge for my services. Tate Linden |
