Building Long-Term Relationships in the Creative World

90.99% of all my freelance work has come from referrals. Ok so that's not an exact figure, but it's close. I've landed one client from a cold email and another through Upwork. The rest: All high-quality referrals. Since many of you asked, I'll tell you how. Here are three things I consistently do to get referral business: 1. Give referrals. I stopped trying to be everything for everyone a while ago. I realized that if I do my best work and tap other people to do something I don't specialize in, it's a win for everyone. If we've worked together on a project or developed a relationship (and I know that you do good work), then you're on my list. I'm constantly giving referrals and pointing leads in the direction of folks who I know can get the job done well. More importantly: they're lovely to work with. This creates goodwill. It also keeps me top of mind with my referral network. When a job that matches my skillset comes across their world, who they gonna call? Not ghostbusters. 2. Maintain a system for building relationships. This "system" for me is nothing more than an AirTable spreadsheet, where I list my contact's name, what they specialize in, their ideal clients, and notes from our most recent conversation that'll help me deepen the relationship. That last column is the most important. During all of my relationship-building calls (a.k.a. networking), I take note of things that are top of mind for the person I'm speaking with. Maybe they just had a baby. Maybe they bought a house. Maybe they're about to launch a new product or service. Then, I put a date on the spreadsheet for when I want to reach back out and check in with how it's all going. I genuinely care, and having a check-in system ensures I'm following through on building the relationship over time. 3. Create strategic relationships. Beyond the relationships I naturally build with people I work on projects with or friends of friends in my network, I'm strategic about whom I spend my time talking to. By that, I mean connecting with people who provide adjacent services. For me, that means people who do PR, design work, paid ads, email marketing, social media management, etc. These are all folks who provide complimentary services to my content strategy work. We don't compete—we compliment. That's a beautiful referral ecosystem right there. There's more to this, but these things will get you started if you're not already strategically using your network to get ideal clients and projects. Was this helpful or should I go deeper here?

If you're using LinkedIn to build your personal network, make sure you DM people with the right intent. Too many people try to reach out to me (and others) without a willingness to invest in a real relationship. It can be hard trying to find producers, agents, and managers for your screenwriting career. And a lot of advice will tell you that it's a numbers game. If someone reaches out wanting an immediate collaboration right away, that impatience is a red flag. But if someone reaches out with a genuine desire to get to know each other, even if it doesn't result in immediate gratification, well then maybe you have the beginning of real friendship here. But by "real friendship," I don't mean asking strangers if they want to meet you for coffee. This can work as an approach if they're at the same level as you and are also trying to expand their network. But for someone at a different level than you? Someone who fields dozens of these requests every single day? Someone who is already stressed about how few hours they have in the week to move their projects forward and nurture their own relationships? Start even smaller. Demonstrate a willingness to invest in the relationship by: - Reading the information they offer for free, putting it into place in your career, and reporting back with a success story about how it worked for you. - Asking for one specific piece of advice that relates to your career. - Proactively finding something that you can help them with and offering it to them. - Signing up for their class or service, investing in their paid ecosystem. - Offering support for a project or effort that they have. - Spread the word about a service that they offer. - Invite them to an event that will benefit them--beyond just meeting you for coffee one-on-one. Get creative about expanding your network. It will take time, effort, and work. But you'll have way better results, which will actually end up making it way more worth your time.

Here’s a secret to help you supercharge your networking. Stop trying to hit home runs with every touch point. Instead, focus on small wins that move the conversation forward. I see so many people making big / vague asks up front: “Can you hop on a 30 minute call?” “Tell me how you accomplished [Big Thing].” These people are super busy and they’re receiving this email from you - a total stranger. The last thing they want is another item on their to do list. Instead, start with a small, simple ask that they can reply to in <30 seconds. Here’s a formula that's been really effective for me: “Hey [Name], your experience in [Industry] is really impressive. I know you're busy, but I just had to ask: If you had to start over and work your way back to [Insert Achievement], would you do A or B? A: [Insert Actionable Thing] B: [Insert Other Actionable Thing]” This formula makes is incredibly easy for them to say "I'd do A" or "I'd do B." Now the door is open! Go do thing A or thing B, get results, and report back. Let this person know you took their advice and then ask for more. This positions you as someone who values their advice and has an action bias -- someone worth investing in. That's going to lead to deeper conversations and stronger relationships!

In my early career, I thought networking was all about building as many connections as possible. But I quickly learned that effective networking isn't about the quantity of your connections—it's about the quality. Throughout my career, the connections that have truly made a difference weren’t the ones where I just asked for help—they were the ones where I made it easy for others to want to help me. If you want to make others genuinely want to help you, it’s crucial to move beyond simply asking for favors. Instead, focus on creating value and building relationships where both parties benefit. So, how can you do the same? Here are four tactical tips to help you network effectively: ✅ Do Your Homework Before reaching out, research the person or company you’re interested in. Understand their work, challenges, and how you can add value. For instance, instead of asking a connection for job leads, do your own research first. Identify specific roles and companies you’re targeting, and then ask if they can help with an introduction. This approach shows initiative and respect for their time. ✅ Be Specific in Your Ask Whether you’re asking for an introduction, advice, or a referral, be clear and concise about what you need. For example, instead of asking, “Do you know anyone hiring?” say, “I noticed [Company Name] is looking for a [Role]. Would you be open to introducing me to [Person]? I’m happy to send you my resume and a brief write-up you can pass along, too.” This shows that you’ve taken the initiative and makes it easier for your contact to say yes. ✅ Offer Mutual Value When requesting a meeting or advice, frame it as a two-way conversation. Instead of saying, “Can I pick your brain?” try something like, “I’d love to exchange ideas on [specific topic] and share some strategies that have worked for me.” This not only makes your request more compelling but also positions you as someone who brings value to the table. ✅ Follow Up with Gratitude After someone has helped you, don’t just say thank you and disappear. Keep them in the loop on how their help made an impact. Whether you got the job, secured the meeting, or just had a great conversation, let them know. This closes the loop and makes them more inclined to help you in the future. Your network is one of your greatest assets—nurture it well, and it will be there for you when you need it most. What’s one networking tip that’s helped you build stronger connections? *** 📧 Want more tips like these? Join Career Bites - free weekly bite-sized tips to supercharge your career in 3 minutes or less: lorraineklee.com/subscribe 📖 You can also get behind-the-scenes stories, updates, and special gifts for my upcoming book Unforgettable Presence: lorraineklee.com/book

Pro tip if you want to get ahead in life: build your relationships through shared, purpose-driven activities. I’ve found that some of the most powerful relationships in my career, ones that have led to real revenue and meaningful opportunities, didn’t come from a “networking mixer.” They came from volunteering, or from being shoulder-to-shoulder with others at a philanthropic event. The FIRST article I ever read when I invented my own pasta sauce ten years ago was in the Harvard Business Review (linkedin in bio) that showed that shared activities, whether it’s volunteering, serving on a nonprofit board, or even something as simple as playing a weekly sport, create deeper and more diverse connections than traditional networking ever could. It's called the Shared Activities Principle. They unite people from different backgrounds around a common purpose, rather than clustering like-minded peers in the same echo chamber. At our dinners, we would get people to work together to create the meal, essentially inventing a container for shared activities for strangers to meet, to serve others. HBR wrote that if more than 65% of your network is made up of people you introduced yourself to, your network is probably too homogenous to bring you new ideas or opportunities. Shared activities break that pattern. When you volunteer, you’re meeting other people who also have a giving mentality. They’re givers by nature. Which means when life or business gets tough, those are the people most likely to show up for you. That’s not something you often find in a transactional cocktail-hour exchange of business cards. So here’s my invitation: Instead of another “networking event,” try joining a fundraiser, a Habitat for Humanity build, or a nonprofit board meeting. Invest your time in something that matters. You’ll not only serve a cause you care about, you’ll build a network rooted in generosity, trust, and shared purpose. For the leaders reading this, try sponsoring a volunteer day for your team. An entire day where your team still gets paid, but gets paid to do good. Bonus points if you can get folks from different teams that normally don't talk, to volunteer together. That's when cross-functional creativity, innovation, and mentorship occurs. P.S. If anybody has any ideas for volunteering in NYC, my DM's are always open. Me, Andy Ellwood, and John Vatalaro love volunteering on Saturday's at a Food Pantry in nyc, but would love so many more opportunities, please!

*An introvert’s 3 secrets to networking* I hate networking. The entire idea of it makes me shudder a little. I always imagine myself walking into a room full of people I don’t know, standing in the corner by myself, and looking uncomfortable as everyone else chats happily in tight little groups. (Can you tell I’m an extreme introvert?) But building relationships with people around the industry has been an important part of succeeding in my career. How else could I learn about new opportunities, find the right people to hire, understand how other companies solve problems, and even just have people to vent to when things are weird? As an introvert, a few tricks have helped me build a solid network. 1. Use common work tasks like recruiting to build relationships. Whenever I’m hiring for an amazing role, I reach out to lots of people saying, “I know you’re probably happy where you are, but it would be great to meet and get to know each other for the future.” After chatting, they might end up interested in the role, or in a future role down the line. In the process I meet a bunch of great people around the industry. Or if someone incredible reaches out to me for a role I’m not interested in, I say, “I’m not looking for a new role right now, but I’ve heard great things about you and would love to build a relationship for the long-term.” Not everyone accepts, but it’s been surprising how many relationships have come out of this. 2. Set “talk with new people” goals for myself. If I’m feeling uncomfortable at an event, I’ll take a breath and think, “I’m going to talk with 12 new people before I leave.” This might sound corny or even forced, but it gives me a good push to start chatting with people, and usually I’ll get so caught up in conversations that I forget all about that goal. If I’m hosting a dinner, I’ll ask people to swap seats between courses so we can all meet more new people. 3. Excuse myself gracefully from conversations. It’s tempting to stay in a conversation forever once it’s rolling, but one goal of networking is to meet new people. So it’s been helpful to get comfortable excusing myself after a good chat with, “Great to meet you, I’m going to mingle a little.” Often someone else will respond, “Good idea, I’ll do the same.” After all, we're all there to meet new people. The most important thing has been to think about networking differently — not something inauthentic and transactional, but a way to build relationships with people who are interested in the same things I am. Will every new connection turn into a meaningful work relationship or new close friend? Of course not. But some will, and I’ll definitely run into many of the same people again in my career — so why not make friends, and make work more enjoyable? (For regular updates on product, leadership, and scaling, subscribe to amivora.substack.com!)

For introverts (or shy extroverts like myself) in product management, building a broad and diverse network might seem challenging. But in a recent conversation with Su Belagodu, she insipired me with some ways to make it more approachable and rewarding. ✨ A strong network leads to more opportunities to learn, collaborate, and grow. It opens doors to career opportunities, new perspectives, and creative problem-solving while ensuring we stay connected in a field that can sometimes feel isolating—especially in smaller teams or companies. 🤝 Leverage Second and Third-Level Connections Focusing on second and third-level connections can make networking feel less daunting. Instead of cold outreach, ask for introductions from mutual connections. These “warm introductions” create familiarity and help break the ice. 👂 Be a Listener First Introverts excel at active listening, which is key to building meaningful connections. At networking events or online, focus on understanding others’ challenges before offering your perspective. It’s a great way to create an authentic connection. ☕ Utilize One-on-One Connections Instead of large events, focus on deeper one-on-one relationships. Casual coffee meetings or short Zoom calls allow for more intimate, focused conversations. ✍️ Use Content to Connect Sharing insights via articles or posts (like this one!) can establish your voice and spark conversations. It’s an organic way to build connections with like-minded individuals. Respond to commenters and connect with them. 💻 Join Online Communities and Slack Groups Introverts can thrive in niche online communities. Start with smaller, product management-specific groups where you can engage slowly and at your own pace. 📊 Focus on Quality, Not Quantity Instead of trying to meet everyone, focus on building a smaller, engaged network. Deeper relationships often yield better results. 🎨 Get Creative with Networking Explore networking activities that spur creative thinking and collaboration. Roundtable discussions, think tanks, or webinars are excellent ways to connect over shared interests, especially around impactful, inclusive product-building. 💡 Networking doesn’t have to feel forced. With the right strategies, it can be a rewarding and growth-inducing practice, even for introverts. I've been trying these, and not only is it working, but it's fun and rewarding. How do you build meaningful and diverse connections? I’d love to hear your thoughts! #ProductManagement #NetworkingForIntroverts #ListeningSkills #Community #BuildingMeaningfulConnections #Growth

Build connections when you don’t need them, so they’re there when you do. Networking is a long‑term investment. You never know what can happen tomorrow, whether it’s a new opportunity, an unexpected challenge, or a career pivot. By cultivating relationships early, you turn strangers into allies and potential into possibility. My pro‑tip? Develop your personal value proposition. 
- List your top 3–5 strengths and concrete examples of how you’ve helped others 
- Turn each into an “I help…” statement (for example, “I help marketing teams drive engagement through data‑driven storytelling”) 
- Use these statements to guide every outreach, ensuring you’re always offering value, not just asking for favors Then start from what you know. 1. Choose 5–10 people from your alumni network, former classmates, or close colleagues 2. Send a genuine note, share an article they might find helpful, congratulate them on a recent win, or simply ask how you can support them 3. No agenda. Just curiosity and a willingness to help Next, venture into the unknown. 1. Identify people at companies you admire or in roles you aspire to 2. Do your homework: reference a recent project, article, or speaking engagement 3. Reach out with a clear, value‑first message: “I enjoyed your piece on X; as someone looking to Y, I’d love to learn how you approached Z.” And keep the momentum going. 
- Schedule quarterly reminders to check in, share insights, celebrate milestones, or ask a thoughtful question 
- Track key dates (promotions, product launches, anniversaries) so your messages feel timely Your network matters. When you need advice, an introduction, or anything really, you’ll already have authentic connections. And at the end of the day, already built connections where you can leverage the relationships > dry unknowns ‘Hey, I need help’ messages. #StephSynergy

Networking is a long-term investment, not a short-term solution. This is especially true in seasons of career change. Whether you're pivoting into a new industry or moving into a new role within your company, the relationships you’ve built (or neglected) will either accelerate or slow you down. Here’s what I’ve learned: 1. The best time to network is before you need anything. When your only message is “I’m job searching,” it can feel transactional. Build the relationship first. The opportunities will follow. 2. Dormant ties are gold. That former colleague, supervisor, or classmate you haven’t spoken to in years? They might be the missing link to your next move. 3. Internal networking matters too. Looking to grow where you are? Schedule that coffee chat with someone in a different department or leadership role. Visibility inside your company opens doors. 4. Not all connections need to be strategic. Some of the most impactful introductions come from casual, everyday conversations. Stay open. Be human. Be curious. 5. Consistency beats intensity. One thoughtful message or interaction each week is more powerful than a burst of activity and burnout. 6. Your personal brand sets the tone. When people know what you’re about, they know how to refer you, champion you, or recommend you for something aligned. 7. Networking is about planting seeds. Some conversations will bloom in weeks. Others will take years. Both are worth the effort. Start now. Remain visible. Nurture your relationships. It pays off when you least expect it! #SheLeadsBeautifully 🌷 #Networking #CareerCoach #CareerDevelopmentTrainer #RelationshipBuilding

🙊 Sometimes the most impactful outreach isn't about a job at all. I have found that the most meaningful professional connections I’ve made started with a simple, sincere interest in learning — not landing a role. In an age where it's easy to hit "Apply" and move on, there's something to be said for slowing down and approaching people not just as hiring contacts, but as partners in the industry — as humans. Whether you're breaking into a new industry, eyeing a specific company, or just genuinely curious — a soft approach can go a long way: “I admire the work your team is doing — would you be open to sharing more about your journey?” “I’m exploring opportunities in [industry/space], and would love to learn more about your experience at [company].” “No ask — just hoping to connect and stay in touch as I learn more about the space.” This has been especially valuable in my own career — particularly when navigating relationship-first cultures, like Japanese companies, where trust, respect, and genuine interest often outweigh direct asks. Building rapport early can often lead to opportunities later. And even if it doesn’t? You’ve still gained insight, grown your network, and shown the kind of curiosity that companies remember. So if you're out there exploring what’s next — don’t be afraid to reach out with intention, not expectation. This is how I ended up fulfilling my own childhood dream in working for #Nintendo. Connections > transactions. Always. #Networking #CareerAdvice #ProfessionalRelationships #JobSearchTips #GamingIndustry #SoftSkills #Nintendocareers