The Top 20
Rank twenty relationship paths and activate one connection each day
- Difficulty
- Moderate
- Time to result
- ~weeks to results
- Steps
- 6
- Confidence
- 99%
The Top 20 converts a desired outcome into a scored map of possible relationship paths. First, define exactly what you want and identify twenty people who could either help directly or introduce you to someone who can. Score each person independently on two dimensions: how influential they are in achieving this particular goal and how likely they are to help you. Add the scores and sort the contacts in descending order. Over twenty days, approach one person per day. High-scoring contacts may be ready for a direct, specific request, while lower-trust contacts require service and relationship building before any ask. The mechanism focuses effort where influence and relational access overlap instead of relying on indiscriminate cold outreach.
Origin
Jen Gottlieb learned the Top 20 from her business partner Chris and tested it while trying to secure coverage in the wellness publication Well+Good.
Core principles
- 01Start with a specific desired outcome
- 02Search the network you already possess
- 03Separate a contact’s influence from their willingness to help
- 04Prioritize contacts with a two-factor score
- 05Build value before asking where the relationship is weak
How to run it
- 1
Define the Outcome
Write down one concrete result you want, such as appearing in a particular publication or securing a specific introduction.
Pro tip Choose an outcome precise enough that you can identify who has relevant influence.
Watch out A broad goal such as becoming successful will produce an unfocused contact list.
- 2
List Twenty Paths
Brain-dump twenty people who could help directly or connect you to someone who can. Search personal contacts, social networks, family, neighbors, and professional circles.
Pro tip Include unexpected weak ties rather than limiting the list to entrepreneurs or industry leaders.
Watch out Do not stop because the first few names are difficult to generate.
- 3
Score Influence
Rate every person from one to ten according to their ability to advance this specific outcome.
Pro tip Measure relevance to the goal, not follower count or general fame.
Watch out General popularity is not the same as useful influence.
- 4
Score Willingness
Rate each person from one to ten according to how likely they are to help, based on trust, closeness, and value previously exchanged.
Pro tip Be honest about relationships based only on a brief meeting or passive social-media connection.
Watch out Do not assume access means willingness.
- 5
Rank the Contacts
Add each person’s two scores and sort the list in descending order, placing the strongest combination of influence and willingness first.
Pro tip Preserve both component scores so you know why each person ranks where they do.
Watch out Do not prioritize influence alone.
- 6
Activate One Person Daily
Contact one person per day for twenty days, beginning with the highest score. Make a clear ask when trust is already strong; otherwise begin by helping the person and developing the relationship.
Pro tip Make every direct request specific and easy to understand.
Watch out Cold-pitching a weak relationship can make you indistinguishable from countless other requesters.
In the wild
Gottlieb wanted coverage in Well+Good and identified a writer she had briefly met. The writer had high influence but low likelihood of helping, so Gottlieb did not pitch her. Instead, she organized a five-woman brunch and introduced the writer to useful contacts, including someone from a publishing company. A week later, the writer independently invited Gottlieb into an article.
→ Gottlieb appeared in Well+Good about a month later and developed a lasting relationship useful to her future PR agency.
Common mistakes
Scoring Social Popularity
Influence must reflect a person’s ability to help achieve the selected result, not their audience size.
Pitching a Weak Tie Immediately
A highly influential person with little reason to help should receive genuine value and relationship investment before an ask.
Ignoring the Existing Network
Assuming the right connection must be a stranger overlooks friends, relatives, neighbors, and other weak ties that may provide a path.
Is it for you?
Best for
It is best for people pursuing a specific introduction, media placement, sale, partnership, or other relationship-dependent result.
Not ideal for
It is not ideal for goals that cannot be advanced through human connections or for users unwilling to nurture weaker relationships.
From the transcript
“This is called the top 20”
“you're going to do a dump list of 20 people that could possibly help you in getting what you want or connect you to somebody…”
“Then for 20 days, you're going to reach out to one person per day.”
From the episode
How to Get Anything You Want in 20 Days with Jen Gottlieb