Seth Godin had two related posts recently, both on the importance of who you know. The first regarded self promotion versus word of mouth/buzz created by others.

The truism of the web: people talking about you is far more effective than talking about yourself.

The second post took a different tact/approach to the old saw that it’s not what you know but rather who you know.

I wonder if there’s a more useful measure: who trusts you?