“It’s Not What You Know, But Who You Know.” We’ve all heard the phrase, but what if we’ve misunderstood its meaning? In this talk, Jonathan Fields reexamines our transactional view of relationships and challenges us to shift toward intentional, meaningful connection. Drawing from personal experiences, historical examples, and research, he explores how deep relationships—not surface-level networking—are essential to our emotional, physical, and societal well-being. Learn why your “who’s” matter more than your “what’s,” and how building authentic community can transform your life and the lives around you. I'm not your typical suit-and-tie marketer. What drives me goes far beyond strategies and tactics. It’s telling the story of the individual and the unbreakable spirit of community that I’ve found woven into the Appalachian fabric. I have witnessed firsthand the unique effect of relationships that rises above mere networking. It's the local shop owner who remembers your name, the friend that cares enough to tell you the hard truth because they want the best for you.It’s the power of the relationship.Relationships are a cultural cornerstone, not just a professional advantage. But in a world increasingly focused on individualism, this vital aspect of Appalachian life risks fading.I want to help you reimagine the power of "who you know," is not as a mere contact, but a connection that can build up you and your community. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx