Key points

People don't support those who are just credible and reliable; they respond when valued and understood.

Emotional closeness and trust predict willingness to help far more than formal authority or job title.

When support is seen as self-serving, reciprocity drops. Genuine altruism inspires stronger responses.

Building authentic, ongoing relationships makes it natural for others to want to help when you need it most.

You send out a polite request for input. Silence.

You ask a colleague to share the data you need. They promise, but nothing arrives.

You’re left wondering, Why is it so hard to get the support I need at work?

You’re not alone. A May 2024 Gartner survey found that 84% of marketers feel “ collaboration drag”—they struggle to get colleagues to back them up, sh

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