Are We Networking Too Much and Doing Business Too Little?

Networking has become almost a religion in the business world.

Attend the breakfast. Go to the mixer. Join the chamber. Show up at the luncheon. Exchange business cards. Connect on LinkedIn. Schedule a one-to-one. Attend another networking event next week.

But here's a question we probably don't ask often enough:

Is all this networking actually producing business?

There was a time when networking meant developing genuine relationships with people who might eventually become customers, referral partners, mentors, suppliers, or collaborators.

Today, it sometimes feels like networking itself has become the activity.

We meet people who are also trying to meet people who are trying to meet people.

Everyone is looking for referrals.

Everyone is giving an elevator pitch.

Everyone is following up with everyone else.

And then we attend another networking event.

What If We Used Those Hours Differently?

Suppose a business owner spends five hours a week attending networking events, driving to them, following up afterward, and having coffee meetings.

That's roughly 250 hours a year.

What if half of those hours were instead spent:

• calling former customers,
• improving the company's website,
• asking satisfied customers for referrals,
• creating useful content,
• developing a better product,
• improving customer service,
• or simply prospecting directly?

Would the business grow faster?

Maybe.

Or maybe those networking relationships are precisely what eventually create the opportunities.

And that's what makes this an interesting question.

Perhaps We're Measuring the Wrong Thing

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Networking shouldn't necessarily be judged by how many business cards we collect or how many people attend an event.

Maybe the better questions are:

How many meaningful business relationships did I develop?

How many introductions did I make for someone else?

How many opportunities resulted from relationships I developed through networking?

And perhaps the toughest one:

If I stopped networking for six months, would my business notice?

That's a question worth thinking about.

I believe networking can be incredibly valuable. I've seen relationships create opportunities that never would have happened through traditional advertising or cold prospecting.

But I also think it's possible to become very busy networking without actually building a business.

So let's turn this over to the Movers & Shakers community.

What do YOU think?

Are businesspeople spending too much time networking?

Has networking produced measurable results for your business—or have you found other ways of generating business that work better?

I'd especially like to hear from people on both sides of this question.

Share your thoughts in the comments.

Why Every Speaker (or SME) Needs a Podcast

Speakers are subject matter experts, and in today's crowded digital landscape, simply being a speaker or a subject expert isn't enough. You need to be seen, heard, and understood. While articles, webinars, and social media all play a role, there's one medium that stands out for its intimacy, reach, and ability to build genuine connection: the podcast.

If you're a subject matter expert (SME), a podcast isn't just a trend; it's a strategic imperative. Here’s why stepping up to the microphone can transform your influence and impact.

1. Establish Unmatched Authority and Credibility

Think of your podcast as an ongoing, in-depth conversation where you get to shine. Unlike a quick social media post or a brief interview, a podcast allows you to explore complex topics, share nuanced insights, and demonstrate your expertise over time. Listeners get to hear your thought process, your unique perspective, and your command of the subject. This consistent delivery of valuable content naturally positions you as a leading voice in your field.

2. Build Deep Connections and Trust

There’s something uniquely personal about audio. When someone listens to your voice directly in their

ears, whether they're commuting, working out, or doing chores, it creates a bond that visual content often can't replicate. They hear your passion, your enthusiasm, and your personality. This consistent, intimate interaction fosters trust and loyalty, turning casual listeners into dedicated followers and potential clients or collaborators.

3. Expand Your Reach Beyond Traditional Channels

Podcasting offers a new avenue to reach audiences who might not engage with your other content.
Many people prefer audio for learning and entertainment because it fits seamlessly into their busy lives. By having a podcast, you tap into a global audience of active listeners specifically seeking out information and insights in your niche. You become discoverable on platforms where your ideal audience is already spending their time.

4. Create a Hub for Evergreen Content

Unlike fleeting social media posts, podcast episodes have a long shelf life. A well-produced episode on a foundational topic in your field can continue to attract new listeners for years. Each episode becomes an evergreen asset that can be repurposed into blog posts, social media snippets, email newsletter content, and even form the basis for future courses or books. It's a highly efficient way to maximize your content creation efforts.

5. Open Doors to Networking and Collaboration

A podcast is a powerful networking tool. Inviting other experts, thought leaders, or industry influencers as guests on your show can lead to invaluable connections. It's a mutually beneficial exchange: they get exposure to your audience, and you gain access to theirs, while also deepening your professional relationships. These collaborations can lead to new opportunities, joint ventures, and a broadened professional circle.

6. Monetization Opportunities

Beyond direct influence, a podcast can open up various monetization avenues. This could include sponsorships and advertising, selling your own products or services, offering premium content through subscriptions, or even using the podcast to drive traffic to your consulting, coaching, or speaking engagements. Your podcast becomes a direct channel for converting listeners into clients or customers.

The Bottom Line

For subject matter experts, a podcast isn't just about sharing information; it's about shaping narratives, building communities, and cementing your legacy. It’s an investment in your personal brand, your professional growth, and your ability to make a meaningful impact.

Suppose you're a rising professional speaker or SME looking to elevate your presence, deepen your connections, and truly own your space. In that case, it's time to stop thinking about starting a podcast and actually start one. Your audience is waiting to hear from you.