Let’s cut straight to it: networking sucks. But if you truly want lasting success, you need to stop networking, start serving.

Smiling. Going up to strangers to shake hands and ask what they do. 

You return by telling them what you do, not wanting to sound salesy but hoping they need and want your help. Maybe even collecting a business card (hey, some people still have them). 

We smile and nod our heads, pretending we enjoy small talk, but inside, we’re cringing. 

You know it. I know it. So, let’s drop the act. Networking sucks, and is a waste of time.

If you’re reading this, it’s because you want relationships that actually matter. You want to build connections that don’t feel transactional but are connections that genuinely propel your life and business forward. I’m talking about intentional, authentic connections and real relationships built on mutual respect and actual value.

Here’s something most people don’t understand: Networking should never be about expanding your network. It’s about deepening it.

When I look back at every deal I’ve done and just about every meaningful opportunity in my life, they’ve all come from real relationships I’ve built, not casual encounters at a cocktail party.

Do you know how to cultivate that kind of network?

1. Stop Networking and Start Serving.
   Flip the script. Instead of thinking, “What can I sell?” start every relationship with, “How can I help?” When you proactively add value to others’ lives without expectation, you plant seeds that will grow into authentic connections.
2. The ‘Core 25’ Rule
   Forget the thousands of meaningless LinkedIn connections. Find 25 people who inspire you, align with your vision, and genuinely make you better. Invest deeply in those relationships. Check in, celebrate their wins, and offer support without being asked. The return on these intentional connections is exponentially greater than shallow networking could ever deliver. 
3. Become a Connector, Not a Collector.
   You know that friend who introduces everyone, the one who’s always helping you meet the right person at the right moment? Be that person. When you introduce two amazing people, you’re remembered as a person who delivers real value, who thinks bigger than themselves.

Here’s an often uncomfortable truth: Your network directly reflects who you are. Shallow networking yields shallow outcomes. Intentional, meaningful relationships yield life-changing opportunities.

I learned this the hard way early in my career. Everyone told me I needed to “network”, and that’s how I could sell more. I attended the dumb events. Smiled, shook hands, and did the small talk (did I mention I hate small talk?)… but everyone was selling. They were trying to sell me. They didn’t want or need help. They were only interested in pushing their stuff… It felt terrible. 

Then, my mentor told me to just stop. Don’t bother. 

His advice was to just start to truly help the people around me. The ones I already know, like, and trust. He said, “It’ll come back to you… trust me, just focus on helping them”, and guess what? It transformed my entire entrepreneurial journey. 

This approach took me from struggling young founder to thriving entrepreneur, scaling and selling multiple companies, creating the freedom and impact I’ve always wanted. I’ve seen it change lives, and it can change yours too. 

Look, I’m still not the best at events. I struggle to have small talk exchanges that feel shallow… so I really opt out of anything that feels like networking or unclear events. 

I choose to attend events where it is about peer relationships. Masterminds. Strong communities of entrepreneurs. Groups focused on helping others. Tribes where the goal is impact. 

Your network should inspire you, push you, and lift you up. 

If you’re ready to ditch superficial networking and build relationships that genuinely elevate your business and your life, let’s talk. 

OPTION 3 isn’t just a transformational coaching program; it’s your shortcut to intentional entrepreneurship, and I’ll be there personally to guide you.

We can make it happen together.

Build a business that fuels your life, not one that takes over. Learn more: OPTION 3 | ExitDNA | MacLackey.com