Never Eat Alone, Expanded and Updated: And Other Secrets to Success, One Relationship at a Time

by Keith Ferrazzi

Chris Hadfield is a Canadian astronaut who finished up his stint on the International Space Station in 2013, when it was being crowded out of headlines by commercial space efforts like Richard Branson’s Virgin Galactic. No one was paying attention—until Hadfield started tweeting about his personal experience of the day-to-day of space station life. One popular video showed what it’s like to cry in space. He broke even bigger (and got people crying on Earth) when he tweeted links to a zero-gravity music video of him performing David Bowie’s “Ziggy Stardust.” Even Bowie gave him the virtual high five, a Twitter retweet. Meanwhile, five other astronauts were up there with him. I couldn’t tell you one of their names. What we’re talking about is content, the one true vehicle for building trust online. Content is how people come to know who you are, what you’re about, what you want, what you can provide, whether you’re cool, etc. Articles, blog posts, profiles, status updates—every bit and byte that’s produced and associated with you and your name adds up to something.