Side Interest Engagement

A technique for building deeper connections with successful people by engaging them through their side interests rather than their main achievements. Based on observations of Ben Cook's networking approach.

Core Strategy

• Focus on lesser-known interests rather than primary achievements
• Look for passion projects or side channels that aren't widely discussed
• Connect on topics where they have genuine enthusiasm but aren't famous for

Why It Works

• Helps avoid forcing people to "play their greatest hits"
• Gets more genuine, enthusiastic responses
• Makes conversations more memorable and unique
• Creates deeper personal connections

Examples Mentioned

• With YouTube creators:

  • Skip discussing their main channel
  • Focus on new side channels they're just starting
  • Engage about their developing interests

• With Joe Gebbia (Airbnb founder):

  • Instead of discussing Airbnb
  • Engaged about his interest in microplastics
  • Got more enthusiastic response on current interests

Implementation Tips

• Do research beforehand to identify side interests
• Have one specific thing prepared to discuss
• Use it early in conversation to "crack open" the connection
• Keep the initial prompt simple and genuine
• Let them expand on the topic naturally

Follow-up Approach

• Look for ways to be useful related to their interest
• Connect them with relevant people
• Share specific resources or examples
• Send follow-up notes about discussed topics
• Focus on adding value rather than asking for things

Key Insight

• Success comes from paying attention to what successful people pay attention to
• Different experts value different things - watch what makes them "lean in"
• What seems like rubbish to you might be gold to them in their domain