Irregularity

Networks are not usually uniform in real life. They just look that way in diagrams. They have clusters, hot spots, and dead spots. These mirror the irregularities of complex systems in the real world. Examples include geography (e.g. urbanites behave very differently than rural people), real-world relationship differences (manager-employee relationships are different from peer-level coworker relationships), size (a company with two people will make decisions differently than one with 30 people or 500 people), and many others.

You need to recognize these irregularities, find the "white-hot center" within the network, and focus on it initially to build up a network effect before you expand your focus to the broader network.