Why networking is still the most powerful tool in business

What if I told you the single most important tool for growing your business is free? It doesn’t require fancy business cards, a corner office, or the latest app that tracks every data point in real time.

It’s networking.

Networking fuels growth, builds relationships, and keeps your business thriving.

We live in a world moving at the speed of AI, where everything is changing all at once. As we streamline every aspect of life to be faster and more efficient, it only makes sense to modernize how we network. Before you overhaul your networking style, it’s important to remember the fundamentals, then build on them with new skills.

Networking is everywhere, all the time

Every person you meet knows someone or something you don’t. Get to know people on a human level, and if you admire what they do, find ways to support them. Be open to casual conversations in unexpected places, especially when you travel. I’ve booked speeches, made friends, and discovered opportunities simply by chatting with a seatmate on a plane. I try to wait until after I take off to put my earbuds in, just in case my seatmate wants to have a quick chat before the plane takes off. 

Create your own opportunities

If invitations aren’t rolling in (yet), integrate yourself into spaces that genuinely interest you. Love museums? Join a volunteer docent group or a young patrons group. Love chess? Find a club. Run? Running groups are natural community builders, with a side of health built in. Shared passions create connections that naturally expand your network. The best networking happens when work and life intertwine. 

Seek real human connection

In a digital-first world, people crave authenticity. Host a networking breakfast with a friend, and both of you bring three new people. Expanding your network often starts within the circles of people you already know. If you like your friend, there’s a good chance you’ll like their friends, too. It also makes holiday parties more fun when you walk in and know half the room. 

Do your homework

If you’ve asked for a meeting, be sure to show up prepared. Ask thoughtful questions that interest you, not questions you have Googled or asked ChatGPT. Always come armed with a few interesting talking points or stories that make you memorable. If you can find a few commonalities between the person you are meeting and yourself, be sure to bring those up: I “grew up in the same state,” “noticed that you have the same number of kids in your family,” or “love the same sport/sports team” are always good ways to connect and make an impression.

Use technology to stay top of mind

Keep your network updated on what you’re doing and where you’re headed. I send a monthly newsletter about my work, speaking engagements, auctions, ShopMy finds, favorite hotels, and travel tips using Mailchimp. When I meet new people, I immediately add them to my newsletter list so they are aware of everything I am working on. Don’t underestimate the power of giving people the script to sell you when you’re not in the room.

Give back

Networking isn’t just about what you can get—it’s also about what you can give. As you advance in your career, mentor those coming up behind you. You’ll gain insights across generations, and often, someone you once helped will reappear later in your professional journey. A strong network grows both up and down.

In the words of my dad: “Network or die.” Maybe not literally, but your business might if you don’t. And don’t forget to have fun.

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