This Simple Rule Is The Secret To Creating Awesome Relationships

Austin Belcak
Oct 23, 2020
Photo by Helena Lopes on Unsplash

Have you ever heard of the 90:9:1 rule?

Sometimes it’s called the 1% rule and it applies to online groups (it even has its own Wikipedia page!).

It states that an online group of critical mass usually breaks out like this:

1% — People who create original content

9% — People who don’t create, but engage with and share content

90% — People who don’t create, engage, or share — they only observe

What’s this mean for you?

When I work with a client, we create a list of 150 contacts — 15 people at 10 target companies.

That’s an online group of critical mass!

We can use the 90:9:1 rule to understand how to reach out.

For the 90% group of Observers, that’s usually going to be a cold email.

But for the 10% of creators and engagers, we have the opportunity to engage with them in a totally different way!

The key to creating connections is meeting people where they are most active.

That could be email, LinkedIn, Twitter, a personal site, etc.

Understanding where your contact is excited to connect can drastically improve your response rates.

Don’t lock yourself into one channel.

Be creative and know your audience!



Austin Belcak

I help people land amazing jobs without applying online at Check out our free resume builder at: