When I first started Black Bee Creative, business advisors talked a lot about building business networks to get work, find clients, and grow.
“You must go to networking groups, network, network, network!”
That advice isn’t wrong, but I don’t think it’s the whole story.
When it feels wrong
Networking can feel pants if you’re just going through the motions – turning up, making small talk, and leaving without making any real connections. I’ve learned that not all networking is the same. And I don’t think all networking is meant to do the same job either.
Some networking is about getting work and referrals. Some of it is about support – having people who understand what it’s like to run a business, and who you can talk to honestly. And some of it is about learning – hearing different perspectives, picking up new ideas, and growing your confidence. All of those have value, but, only if you’re clear about why you’re there.
I learnt to be more discerning
You don’t have to say yes to every group or every invitation. You don’t have to recommend people you don’t like, don’t trust, or wouldn’t genuinely vouch for. Good business networks are built on trust, as protecting your reputation matters. If a group doesn’t feel right, it probably isn’t.
The other day, I caught up with my friend Steph Pollard from Whippet PR for a catch up, and it was a perfect reminder of this. That meeting wasn’t about pitching, strategy, or trying to get work. It was about connection. Over the years, we’ve worked together on plenty of projects, and more importantly, we’ve built a friendship where we look out for each other.
Loads of the people I now call friends are people I met through my business. They’ve helped me grow, helped me find work, and supported me on the days when running a business feels particularly hard (and it can be hard sometimes, can’t it!). Working on your own can be really lonely, and having people you trust makes a huge difference.
The most meaningful networking doesn’t feel transactional. It doesn’t have to be suits and business cards, or perfectly polished pitches. Sometimes it’s coffee with a friend. Maybe it’s a conversation that reminds you you’re not alone. Or it could be learning something new or being encouraged to keep going.
Business networks work best when they’re human
When they’re built on kindness, generosity, and mutual respect. When you’re clear about what you want from them – and honest about what you can offer in return.
And often, the right kind of networking is simply about finding your people.