We believe that humans have a natural tendency to want to help each other and be useful. To be genuinely helpful we need context to what problems people are facing. LinkedIn provides an incredible opportunity for anyone to find that context and proactively offer solutions. Using the context from LinkedIn about WHEN to connect with prospects our primary goal is to understand and advise people on HOW. Achieving this understanding of how to best connect with people is a lifelong study of human nature, how people make decisions and build relationships. It’s our hope that studying LinkedIn marketing from this lens will help companies build audiences and sustainable ways of acquiring new customers instead of being reliant on the “hack” of the week to generate quick wins.