It's Not What You Know OR Who You Know...

by Trevor Calton

 Most people were taught:

“It’s not what you know, it’s who you know.”

But in today’s world, that’s not enough.

You can know a hundred people. Have coffee with decision-makers. Follow every hiring manager on LinkedIn.

But if they don’t know who you are, what you do, or what you bring to the table, none of it matters.

Feeling Invisible? You’re Not Alone.

I hear this all the time:

“I’m applying, I’m networking… but I still feel stuck. Like I don’t exist.”

That’s not a sign you’re doing it wrong. It’s a sign that the old playbook isn’t working anymore.

We’re no longer in a world where effort equals attention. We're in a world where visibility equals opportunity.

Here’s the Real Shift:

It’s not just about making connections. It’s about being remembered.

Let me explain.

Someone once told me they “knew the mayor.” Turns out they’d shaken his hand once. 

So I asked the mayor about him.

“Who?”

Exactly.

Why This Matters More Than Ever

If you’re job searching, or trying to grow within your company, the people who think of you first are the ones who give you the best opportunities.

But if you’re quietly doing great work, head down, waiting to be noticed? You’re probably getting passed over.

This isn’t about ego or “self-promotion.” It’s about career visibility, and how to build it in a way that’s aligned with your values and your work.

Here’s What You Can Do Right Now

Step 1: Let People Know What You’re Up To

Send a short update to your network. Former colleagues. Current coworkers. Mentors. Friends.

Tell them:

• What you’re working on
  
• What you’re looking for
  
• What kind of impact you want to make
  

You’re not asking for favors. You’re giving them context, so they know how to support you.

Step 2: Start Sharing, Even if It’s Small

Post something. Write a short reflection. Share a resource that’s helped you. Highlight a lesson you’ve learned.

You don’t need a personal brand. You just need to show up in people’s minds before the opportunity exists.

Step 3: Stay in the Loop

Reach out. Comment. Send a voice note. Reconnect.

Not constantly. Just consistently enough to stay top-of-mind.

You don’t have to be loud. You just have to be present.

The Goal Isn’t to Chase Opportunities, It’s to Attract Them.

When you build visibility around what you care about and what you’re great at, you stop needing to convince people. They already see it.

Instead of applying cold, you start getting tapped.

Instead of saying, “I’m looking,” you start hearing, “Hey, I thought of you for this…”

What You Should Remember

You don’t need to be famous. You just need to be known, by the right people, for the right reasons.

That’s how careers shift.

And it doesn’t take perfection. It just takes presence.

Want to Learn the System That Makes This Easier?

I teach this inside Career Building from the Inside Out, a program built for people who feel stuck, under-recognized, or unsure of what’s next.

If you’re ready to be seen for what you’re really capable of, check it out here.

Or, if you’re part of a team that needs this message, bring me in to speak. This is what I do.