The Content Jedi Blog

Small business owners love to chase new connections.

It feels productive, and it’s encouraged at every networking event.

“Make sure to schedule one-on-one’s,” the host will say. “Meet for coffee and connect on LinkedIn.”

Meeting new people matters, but obsession with expansion (like a Marshmallow in the microwave) distracts from the network you’ve already built. That metaphor so doesn't work. 

Don’t let those connections sit idle while you’re busy searching for “fresh opportunities.”

Time for a “yes and…”

Yes, stay connected to your peeps like fly paper, AND cheat on them with new people, because you never want to keep your relationship-building ceiling too low.

The Network You Overlook

Your best advocates might not be the new contact with whom you exchanged business cards.

They’re the ones who’ve seen your work firsthand, like current and former clients, peers, and friends who actually answer your calls.

The small business community tends to romanticize “growth,” but growing outward without nurturing what’s close to you builds a wide, shallow network.

You’ve already got depth, so use it.

What does that look like? 

• Sending a note to congratulate a client on an anniversary or new hire
• Grabbing coffee with a former colleague to swap ideas without an agenda 
• Forwarding an article you know they’ll appreciate
• Making an introduction that benefits them more than it benefits you
  
  

Let’s Not Discount New Relationships 

To be clear, I’m not zero sum-gaming here.

New connections do bring fresh energy, ideas, and opportunities, and they absolutely have their place. Rather than choosing between nurturing what’s familiar and seeking what’s new, treat them as complementary.

Growth comes from the people you haven’t met yet and the ones who already know exactly what you bring to the table.

Match Your Networking to Your Business Stage

How you build relationships should evolve with where your business stands today.

Early-stage businesses benefit from casting a wider net. Expansion brings oxygen, and every introduction has the potential to shape the direction of the company.

As your business matures, though, the equation shifts, and you can, quite frankly, do more of whatever the hell you like. You gain clarity on who your best clients are, which partnerships produce real value, and where your time creates the biggest return. At that stage, depth becomes just as important as discovery, and you have the freedom to strengthen ties with the people you want.

How you network matters. 

Don’t treat this pursuit like a scavenger hunt. Go deeper with the folks in your circle of trust, and be selective with meeting new people.

About the Author, David Telisman

I am a Writer and Content Creator, and I work with businesses to inspire their customers to buy from them. I believe that my clients deserve to feel proud of how their content marketing looks and what it says, and I deliver by providing expert copywriting and marketing solutions.

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