Page 23 - 42 Rules for 24-Hour Success on LinkedIn: Practical ideas to help you quickly achieve your desired business success.

managing partner of a consulting practice, from the
small business owner to the commissioned sales
professional. It includes everyone who generates
his or her own income streams. Yes, they
encounter a significant amount of risk, but they
also tend to lean to an entrepreneurial way of
thinking as they prospect for new, efficient and
effective ways to generate revenue streams. Their
interest generally lies in business development.
Shifting the risk profile, you also shift the perspec-
tive of the user to those who prefer the stability of
a steady income. This can include anyone from the
job seeker to the professional looking to manage a
career path. While these people may have entre-
preneurial inclinations, their income stream is not
dependent on generating new sales. Instead it is
dependent on their ability to manage, lead, work in
groups, build relationships and generally help their
employer in an effective manner. Any dollar they
add to the business, they generally don't see.
While they may understand that communication on
LinkedIn can drive additional revenue, it is not their
priority for participating on LinkedIn. Their priority
is to stay plugged into a professional network that
can help them leverage their career development.
What makes us different, makes LinkedIn great!
The one commonality is that all these users are
looking for some sort of development and benefit
from LinkedIn yet, clearly, benefiting from LinkedIn
means something different to almost every person.

Chapter 1: Rules are Meant to be Broken 7