Column by Luke Murray

We hear all the time the statement, “it’s not what you know but who you know that matters.” But despite the ubiquity and universal acceptance of this phrase and concept, I rarely see it being applied — especially in college.

Being a marketing major, but not doing anything in marketing or knowing anyone in the field is like saying you want to play basketball for UK but you’ve never played basketball before … and you don’t even know any basketball players. Unfortunately, that’s because you’ve spent your time making sure you know the rules and plays. But that’s the way “school” is set up — hear someone talk to you and then go study a book.

So what can you do about it? Get in the game, even if it’s in the smallest way, and get to know people … even if it’s something as random as stationery.

Mary Ellen Fortney, a marketing and integrated strategic communication alumni, loved making stationery and greeting cards for her friends.­­­

During her freshman and sophomore years she was working as a sales clerk at Peggy’s Gifts and Accessories. After getting to know Peggy and showing her some of her work, she was able to sell her cards in the store. She really enjoyed doing this, but didn’t see any way of turning it into a full-time opportunity at the time.

So, during her senior year, she accepted a public relations/marketing internship at Lexmark. She didn’t, however, forget about her dreams and often told people about them, which eventually led her to another opportunity.

“My manager at Lexmark sent me to Wall Street Greetings to visit her friend and past manager at Lexmark and check out her and her husband’s financial-themed card company,” Fortney said. “What started out a visit ended up becoming a job interview.”

After working at Wall Street Greetings post-graduation for less than six months, and voluntarily creating small note cards for the entire office for Christmas, she was finally approached to start her own company, MEllen Designs (www.mellendesigns.com).

And just as the connections with Peggy, her Lexmark manager, and the people at Wall Street Greetings were essential in launching MEllen — the rules of connectedness have become even more important to its growth.

“I attended a networking event that I considered a bust, and a month later received a call from NYC with an order for invitations. She’d heard about me from a friend who was at the event,” Fortney said­­.

So, stop studying long enough to learn how to “play ball”, and since it’s not what you know but who you know that matters … go out and get to know somebody. You might even want to send them a Christmas card.