Why Trust Isn't Enough in Networking

Did your “comment X for Y” LinkedIn post go viral? Trying to sell >$30k enterprise software? Here’s what to do and why… But before we get there we need to take a step back for just one moment… I have had a handful of 1-call $30k closes recently. But this sentence is conveniently concealing a lie of omission l. Because it ignores the almost DECADE I have spent building a brand here. The courses I have built. The webinars I have given. The podcasts I have been on. It ignores the shooting the shit calls with the founders, it ignores the beautiful friendship I have made with folks like Jen Allen-Knuth, or the 2 hour long session with Evan Dunn where PVP was invented, it ignores the fact that it took a lot to build trust and expertise so I can now vibe a GTM strategy. Let’s return to the topic at hand… and weirdly it’s not the AI SDR, but this exchange perfectly illustrates my point. Because look, I made a silly comment, and this was a chance for AI SDR man to become a human not an AI powered puff ball. For him to make me think, “maybe he has something!!” But instead of building a relationship, he automated the reply. Content is not a transaction, it’s the opportunity to begin a relationship. A relationship with you. With your ideas. With your frameworks. I never automate my post replies because it gives me a chance to have a conversation that I have been INVITED to by the person who responds. To engage and say, “here’s how X piece might be useful to you.” Somewhere along the way we forgot that sales is an exercise in building TRUST, not providing INFORMATION. There is almost always no additional fact someone needs to buy, especially on a first call, because when you’re making a >$30k purchase you want to know that the other person is trustworthy and a true expert. Trust takes time (brand), a relationship (1-1 interactions), social proof (referrals), and it’s generally built as a web. One comment on a post that’s gone viral MIGHT make some transactions happen if it grows big enough, but you build no trust like this. You destroy all the other brand equity you could be building for a shot at a cheap sale. And those handful of cheap customers? Expect them to treat you, your product, and its outcomes as transactions. Like they are buying a coke, not a nuclear reactor (most enterprise software is complex). If it works on Monday, they won’t talk to you, because they are drinking the coke you sold them. If it breaks on Tuesday, remember they give no shits about you—you sold them on the meetings being booked—and no meetings came in on Tuesday. So, they are going to yell at you, churn, and speak badly of your product… not try to fix the problem with you… because you’re a 2 bit transactional seller and your widget failed to deliver a complex outcome TODAY. Don’t automate the comment responses, begin a dialogue, even just a little one. And remember that buyers want education and trust, not information.

Most executives overestimate their network. Until they try to sell something. You think people will support you. You think they’ll refer you. You think your connections will convert. But they don’t. Because what you really have isn’t a network. It’s a list of people who vaguely remember you from a job, a meeting, or a shared panel three years ago. When I launched my first offer, I expected traction. Instead, I got silence. No DMs. No referrals. No interest. That’s when I realized the difference between: People who know you And people who trust you. Trust is built by showing up with value—over time. Clarity, consistency, credibility. Not by “checking in.” Not by asking for a favor out of nowhere. So I stopped networking. And started building a system. Clear positioning. Simple content. A valuable offer. It didn’t go viral at first. But it worked. Because visibility without trust is noise. And trust without clarity is useless. If you think your network will save you… Try asking them to buy something. Then you’ll know if you have a following Or just followers. ➕ Follow for more business & marketing content.

Why don't you get more referrals? Your network is stuck on stage 1-2 of 5 1. Awareness 2. Testing Value 3. Proven Impact 4. Trust 5. Active Evangalist 1. Awareness No one is sending any referral without know you Doesn't have to be personal 1:1, but it's alot more effective with more weight of they actually know you But how do they know they can put their reputation on the line to recommend you? 2. Testing Value People will make the 1st intros and referrals in places where there isn't much at risk for them This way they can see if you are who you say you are -- we all have our guards up at all times now, just the sad fact Watch Out! You only get 1 or 2 cracks at this before you burn this bridge 3. Proven Impact Once you prove that you create value when referred, people can do it without alpt of extra thinking They'll keep making a few intros as the obvious occasions present themselves BUT, they aren't going out of their way to find them 4. Trust This should be your goal at all times Everything is possible once you get to mutual trust This will look different for everyone based on the people and the networking goals 5. Active Evangalist If you've got Trust and can align your individual goals, then you can get each other to actively hunt for opportunities to make referrals This is the holy grail! This also takes a ton of focus to maintain. You have to keep showing up for each other. You both have to have a place in each other's regular process Sadly, most folks just network without much plan That's why you are stuck at either 1. Awareness 2. Testing Value Time to break the cycle and start networking with Action Points Specific ways you help and know where people in your network need help Be honest with yourself... How much of your network is in each phase? 1. Awareness 2. Testing Value 3. Proven Impact 4. Trust 5. Active Evangalist #networking #partnerships #referrals

I accepted a LinkedIn connection request, and within 10 seconds, my inbox pinged:    “Hi, I noticed you’re in business development at Klika. We specialize in B2B solutions tailored to help businesses like yours scale effectively.  Can we set up a call to discuss how we can help your business grow?"    …Ouch.    This is the networking equivalent of walking up to someone at a party and saying, “So, want to buy something from me?” before even introducing yourself.    Networking isn’t a cold transaction, it’s a warm conversation.    Here’s what would’ve worked better for me:    1️⃣ Show genuine interest: Comment on a recent post or share a thoughtful insight about my work.    2️⃣ Personalize the message: Reference something specific about my company or role that shows you did your homework.    3️⃣ Play the long game: Building trust takes time. Engage meaningfully before asking for a meeting. When you rush, you miss the opportunity to actually connect.    Take a moment to pause before you hit send.    The result? Better conversations. Stronger connections. And maybe, just maybe, a meeting that’s actually worth having. #businessdevelopment #networking #business 

Hard truth. You don't own the network you've built. If you think you do, you're doing it wrong.   Some of the most phenomenal leaders I know aren't just good at what they do, they're amazing at building connections, bridges within their network that help drive their success. And in almost all cases, that relationship is NEVER about them… it's typically about how they can help those around them. Why? They've learned that lasting influence comes from being genuinely useful to others, not from controlling them.   Over the past year, I've watched two seemingly strong startup founders with impressive networks make the same fatal mistake. They'd facilitate connections between people in their networks, but once those relationships started to develop, they'd restrict them to business that only benefits themselves. Oddly enough, in both cases, the connections made were between individuals on the same management and advisory teams, which makes restricting those relationships even more ridiculous. The first time I was told of this happening, I chalked it up to one crazy founder. But a second? It made me shake my head in disbelief. Founders restricting their team members from having any interaction or business discussion beyond their startup's walls? It’s a bit ridiculous to be honest. Here's my very direct advice to those who hold on too tight to who they know... Don't make connections if you aren't comfortable with those individuals forming a relationship. Because the hard truth is… once you connect two people, that relationship is not yours to own. And if you force it, then you aren’t bridge-building. You’re bridge-borrowing… for a bridge that only goes one-way. True leaders understand that networks have value beyond immediate transactions. They don't hoard relationships or treat them as proprietary assets. They plant seeds of connection and trust the network to grow organically, knowing that when people genuinely connect, everyone benefits… including them. This is especially toxic within startup teams. When founders restrict how their team members can connect with each other or with external contacts, they're not protecting their business, they're suffocating it. Networks thrive on authentic relationships, not manufactured ones with artificial boundaries. So, are you building bridges that will stand long after you've crossed them? Or, are you trying to own roads that in the end, no one will drive? The difference determines whether you're creating lasting value or just extracting it. #StartupFounders #Leadership #Networking

Let’s talk about networking. Most designers do it wrong. → They DM random people asking for referrals. → They connect without context. → They treat LinkedIn like a vending machine. “Press connect, get job.” That’s not networking. That’s vending machine thinking. Here’s how I teach it instead — and how I got first-round interviews without applying cold: 1. Start with trust, not asks Don’t start with “Can you refer me?” Try: “Hey [Name], I admire your work at [Company]. Would love to hear your journey — especially how you navigated the switch from [X to Y].” It’s human. Curious. Non-transactional. 2. Focus on alumni — they already trust you → Shared school = instant bridge. → Shared bootcamp = shared pain. → Shared hometown = unspoken rapport. Reach out as a peer — not a pitch. 3. Lead with insight, not requests Referrals work best when you earn them. Try a UX audit: → Find one UX gap in their product. → Mock up a fix. → Share it with context. “I noticed [X]. Here’s a 3-slide breakdown of how I’d approach it.” That one message? Will get you a reply. Because you’re not asking for help. You’re offering value. Be honest — are you networking for trust… or begging for access? Start with relationships. End with referrals.

People LOVE to use the labels “trusted advisor” and “force multiplier,” but nobody talks about what you need to be those things. Is it trust? No. It’s synergy 👥 And when it’s there, trust is baked in. Synergy is when you’re on the same wavelength with your Principal. You may not have the same personality or view things the same way, but you understand them and how they think, how they make decisions, what they prioritize… or as some may say ✨you vibe✨ That synergy is going to take your further than any other skill you may have. Why? Because if you have synergy, you’re looking out for your Principal, and they’re also looking out for you. The trust is mutual. You can anticipate their needs, their concerns, and you comprehensively understand their vision. It’s how you become their “right hand.” It’s how you earn the right to proxy on their behalf. It’s how you’re trusted enough to be promoted to the Executive Table. And frankly, if you ❗️don’t ❗️have that synergy, you become just another operator. Your role is transactional, not strategic. Instead of anticipating and aligning, you’re constantly reacting, second-guessing, and struggling to gain trust. Decision-making becomes slower, communication feels strained, and your impact is limited—not because you lack skill, but because you’re not fully in sync.