Ksenia Oustiougova makes many of her most important connections online -- landing a deal with Zappos.com, for example, after sending a direct message to the online retailer’s top executive.
So the 33-year-old Seattle entrepreneur wasn’t easily swayed when a representative of the Greater Seattle Chamber of Commerce approached her recently to suggest that her web animation company, Lilipip, join the regional business group. She listened to his pitch, then she politely wiggled out of the conversation.
“I don’t know why I would join,” she said later. “There’s no benefit to me.”
Right or wrong, Oustiougova represents the next wave of hyper-connected corporate leaders and exemplifies a growing challenge for the traditional groups long at the center of business networking. Even as they retrofit their operations for the new world of Internet communications, these organizations risk having some of their core functions supplanted by free online tools.
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