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Article: It Takes A Community

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It Takes A Community

Not part of the white male schmoozing bloc?  Not a problem.

While being part of the so-called "majority" undoubtedly has its perks, being part of a smaller group or ethnicity can serve as a common link with others that can be used as its own schmoozing advantage.  As minorities, the mutual struggles of ethnicity and race mean that a bond exists between you and another of your group on first glance.  "I went to the University of Colorado at Boulder, so when I run into Boulder alumni, there is already a pre-existing connection there," says Chin Yao, co-founder of a West Coast-based Asian group called the Asian Buying Consortium.  "Similarly, when you run into someone who shares your heritage, it's easier to develop a relationship."

There are ample stories of how minority communities or communities of women have offered a helping hand to one of their own.  In 1991, as CEO of Motown Records, Jheryl Busby presided over a business rich in history but poor in money.  For help, Busby turned to his friend Charles Avant, and asked him to mention his plight to Earl Graves, the well-connected publisher of Black Enterprise magazine.

By December, Busby had a cover story on Black Enterprise, and had been introduced to other important black businesspeople, such as Robert Johnson, the CEO of Black Entertainment Television.  Johnson made a standing offer to buy out MCA, Motown's parent, thus easing the pressure on beleaguered Motown.  Busby's new friends also helped him form a strategy to use Motown's platinum past to create theme cafes and TV specials.  Motown's rejuvenation prompted PolyGram to buy the company ? and Busby stayed on as CEO.  "I had never before asked for a favor or advice," Busby told Business Week - but doing so sure helped him!

But don't assume that anyone of your race or religion will automatically befriend or assist you. Stephen Butler, a professor of sociology at Earlham College in Indiana, comments: "Particularly within the black community, our middle and professional class, though burgeoning, is still in its adolescence.  So, as a community, we lack experience in the business world.  There's not enough us who can play the game." This lack of experience can create misconceptions or false expectations.  Says Butler: "People think it's 'I call and that's it, I get the job.' It's the modern McDonaldsian perspective.  They want it fast, quick and easy like a Happy Meal." Schmoozing, on the other hand, is like a good, spicy pot of chili.  It's better not to rush it.

~ There are many organizations grouped along ethnic or gender lines - fraternities and sororities, for example.  But one of the easiest ways to meet people on an ethnic and/or gender basis is to join a business or trade association geared toward that purpose.  Membership is open, and everyone is there to schmooze, mingle, and exchange opportunities and advice with the likewise-minded.