Synergy: A state in which two or more things work together in a particularly fruitful way that produces an effect greater the sum of their individual effects.

 

Over the past decade, the world of business communication has seen an explosion with the advent of social media. Individuals can connect with others across continents with great ease and effectiveness.

 

It has become so effective that there are those whose only purpose is to connect two parties - all in the name of "networking" and "finding synergy."

 

Unfortunately, many will be trapped in an endless cycle of networking, without ever reaching a point of productivity.

 

As I write, there are countless business meetings, in which salespeople are attempting to discuss future business with potential partners. Many of those conversations will end with an individual claiming that the two parties have "synergy" and should have further discussion.

 

It's almost as though people believe that once they've played the "synergy card," they've automatically formed a relationship with the other party, almost like a corporate promise ring.

 

First of all, synergy implies that two or more are working in concert to create a product or service. The mere fact that a face to face meeting sparked further discussion does not in any way imply synergy.

 

After having been a part of several meetings with potential vendors over the years, I have learned that when a meeting ends with someone claiming that synergy exists, it can very easily be translated into "I need you more than you need me." 

In my case, claimed synergy has a 100% success rate of achieving no productivity or future business at all.

 

Now, a word that should have a positive meaning has become a way in which I judge future business partners.

 

The overuse of the word "synergy" can reveal a lot of truths:

 

• When used by an individual, there is a high likelihood that they have few clients.

• It can potentially reveal a lack of experience.

• They are likely individuals that love to have endless discussions, but productivity is lacking.

• They need you and your services, but not necessarily the other way around.

There is absolutely nothing wrong with finding potential opportunities with the casual coffee shop meeting. Getting out of your office environment in the pursuit of growing your business can be far more productive than remaining in the confines of your workspace.

However, you must be mindful of your time.  

While wasted time translates into wasted productivity, your availability for such meetings could also speak to your shared neediness as well (there's your synergy right there).

You will find that your desirability becomes less with every meeting you are willing to attend, so be prepared to decline meetings that won't ultimately get you to your future desired state.

Instead of an endless search for synergy, it's time for us to chase productivity. At that point, you will achieve the magical seven-letter word.