The best networking pros - fundraisers, recruiters, journalists and innovators - are exploiting the power of "weak ties." They get unique results from going outside their usual professional/personal 'homogeneous' networks. Such results may include access to unusual information, perspective and contacts.

The term "weak tie" was coined in 1973 by sociologist Mark Granovetter. A classic weak tie payoff example is Joe at the newsstand who tips you to the job opening on the 15th floor. A classic example of insufficient weak ties is the corporate culture which in relative isolation gave us New Coke.

In his book Six Degrees, Duncan Watts explains why homogeneous networks are bad for marketing. A homogeneous network's members are exposed to similar information from numerous sources. That makes it tough or impossible for them to adopt fresh ways of thinking about and approaching marketing. For instance, might gender-based colleges stage a comeback if college enrollment managers developed more links with working-class fathers?

Three ways to push outside the usual networks? Volunteer. Research an article on some subculture. Take a survival-type part-time job a la Barbara Ehrenreich.

Jane Genova, Connecticut-based marketing communications consultant, lectures nationally and is published widely on branding theory and practice. Her blog is www.janegenova.com.