How to Cultivate a Supportive Network for Small Business Owners

Stop going to the hardware store for bread. What I mean by that is: You have to know who is on your Personal Board of Directors. And what roles they play. Your parents? Are likely not interested in your “unsafe & inconsistent” entrepreneurial pursuits. So it’s not wise to go to them for validation of your success. Instead, what you need is a Personal Board of Directors. A carefully curated group that understands the language of your big audacious goals. Here's how to construct your own supportive council: 1. A mentor or coach Seek out a seasoned mentor or coach who has navigated the entrepreneurial terrain. This advisor can share insights, provide guidance & help you steer clear of potential pitfalls. Look for someone who's been in the trenches, overcome challenges & is willing to share their hard-earned wisdom. 2. The cheerleader Everyone needs a cheerleader who's not just excited about your victories but understands the ups and downs. This person fuels your motivation, celebrates your wins & uplifts you during setbacks. 3. The real talker Include someone who won't sugarcoat the truth & isn't afraid to challenge your ideas. This brutally honest confidant could also be a coach, but is someone who will keep you grounded, offer constructive criticism and valuable feedback. Their insights may be tough to swallow, but they're essential for growth. 4. The connector Building relationships is key. Identify a “connector” who knows how to link people, opportunities & resources. This person can introduce you to potential collaborators, clients, or investors. Their expansive network becomes an extension of your own, opening doors you might not have discovered alone. 5. The innovator Surround yourself w/ creativity. An innovator brings fresh perspectives, inspiring you to think outside the box. This individual may not be from your industry but has a knack for innovation. Their unconventional ideas can spark your creativity and help you approach challenges with a different mindset. 6. The accountability holder Progress requires accountability. Choose someone who keeps you on track w/ your goals. This person will challenge you when you falter, ensuring you stay committed to your vision. Regular check-ins and honest assessments make them an indispensable asset on your board. 7. The self-compassion steward Make sure you have someone on your board who reminds you to be kind to yourself. Inner Critic can get vocal, especially when you are doing something new or scary. Having a confidant who helps you remember what is true & reminds you to treat yourself with compassion is essential for sustaining your purpose. Your Personal Board of Directors doesn't have to be overly expansive or large. Quality > quantity. Work to carefully curate individuals who align with your vision, challenge your thinking, and uplift your spirit. They will be the pillars of support that will help you navigate your journey with resilience and success.

The competition isn't your enemy. Your biggest threat might be ignoring your allies. Many see business as a zero-sum game. But what if the key to success isn't outcompeting others, but lifting them up? In the agency world, where client acquisition is fierce, I've discovered a powerful truth: Focusing on allies is better than racing to the bottom over competitors. It's about creating an ecosystem of mutual benefit, not just a client list. Here are three recent examples from growing Etereo, our design subscription service, that illustrate the power of reciprocity: ▶ Unexpected Partnerships - A political strategy firm I've collaborated with for years became intrigued by Etereo. Instead of viewing them as potential competition, we struck a deal: marketing support for them, promotion for us. Result? They're now one of our highest-paying client/referral. ▶ Clients as Growth Engines - By prioritizing exceptional service and understanding our clients' needs deeply, they've become our best advocates. They not only refer new business but also increase their own spending. This is reciprocity in action - we deliver value consistently, and it comes back to us in multiples. ▶ Online Community Connections - Joining a tech/growth group and creating Linkedin connections has opened doors to new relationships, mutual support, and unforeseen opportunities. By asking tactical questions and showing genuine interest in others' success, I've built connections far beyond simple networking. The lesson? A robust network built on reciprocity is a powerful asset. Those you lift up today may become the pillars of your success tomorrow. It's not about immediate payback, but about fostering an environment of mutual growth and support. This approach requires a shift in mindset. Instead of asking "What can I get?", start with "What can I give?" Be the first to offer help, anticipate needs in your network, and focus on providing real value, not just exchanging business cards. Remember, in the world of business networking, what goes around truly does come around. By embracing reciprocity, we're not just building a network - we're cultivating an ecosystem where everyone can thrive. How has collaboration unexpectedly benefited your business? Share your experiences and let's continue lifting each other up.

Recently, I've had 40+ conversations with founders, investors, and partners - here's what I learned about building a powerful network. I remember attending a national training at KPMG with thousands of professionals from across the U.S. They asked each team: "What's the most valuable thing you'll get out of this event?" We submitted "Networking will be the most valuable thing we get out of this event." I was shocked when they called out our answer as the winner across all teams. It took me years to really understand this. When I launched Mighty Digits, my first 2 customers came from within my network, giving me freedom to build while securing income. Some of my largest customers came from relationships with VC firms who trusted us with their portfolio companies. As the saying goes: "It's not what you know, it's who you know." To me, it's both - but if I had to choose one, it would be the people in my network. A good network naturally raises your IQ and yields 10x dividends. ➡️ IDENTIFY WHO YOU WANT TO NETWORK WITH Everyone wants to connect with their ideal customer, but don't stop there. Connect with other service providers who serve your target audience but aren't competitive - alternate services or same service in different regions. My favorite people to connect with are investors, since there's strong correlation between investing in a company and wanting confident financial records. Start by making a list of the most ideal people to network with and work backwards. Avoid focusing only on customers to sell to. ➡️ HOW TO CONNECT WITH YOUR TARGET AUDIENCE "Ask for money and get advice, ask for advice, get money twice." Your goal with networking is NOT to sell anything. Your goal is to provide value and establish relationships. Sales come naturally as relationships are nurtured. Four ways to connect: — Reach out for warm intros through mutual connections — Send targeted cold emails that are relevant and personalized — Host events that allow them to expand their network too — Attend events and approach people in groups or standing alone ➡️ THE FOLLOW-UP FRAMEWORK This is the most important part. After connecting: — Send follow-up email with thanks and conversation recap — Find ways to offer value first - referrals, advice, resources — Keep in touch quarterly to see how you can be of service — Treat your A-list players with appreciation - gifts, meals, personal thanks === Networking is a long-term play. Relationships take time to build, and many may not go anywhere. But for those that do, you can build an entire business on them. What's been your experience with networking? Do you have any tips for building powerful relationships? Share your thoughts below 👇

How I found support while building my business without feeling isolated. Step 1: Connect with like-minded peers. Join a mastermind group or online community. Build relationships with those who understand your journey. Example: Share wins and challenges weekly with a small group of solopreneurs. The Payoff: You’ll feel seen, supported, and inspired to keep going. Step 2: Seek trusted advice. Find a mentor or accountability partner. Their insights can shorten your learning curve. Example: Discuss your goals bi-weekly with someone who has walked the same path. The Payoff: You gain clarity and confidence in your next steps. Step 3: Invest in your network. Attend events or participate in forums. Focus on meaningful connections, not just numbers. Example: Reach out to someone you admire and offer value in return. The Payoff: A stronger business and a richer sense of community. Who do you lean on for support in your business?