Networking: Be Intentional, Human, and Accountable
“The cobbler’s children have no shoes.” It is a 16th-century proverb meaning that those close to a skilled or knowledgeable person are often the last to benefit. And it aptly applies to many of us in marketing and business development – more often than not, we neglect our professional development while helping others with theirs. We spend our days advising lawyers, accountants, and other professionals on how to grow their business by developing networks, crafting messages, and following up with contacts. However, we do not always apply those same strategies to our careers ... and our relationship-building gets pushed aside.
But to build a more meaningful, resilient professional network, you need more than lots of connections. You need to be intentional, human, and accountable.
Stop Networking. Start Relating.
Too many people treat networking as an occasional task – something you do when you need something: a referral, a job, a rescue. However, that kind of reactive networking rarely builds long-term value.
Real networks are living ecosystems of relationships that require care and cultivation. They are built when you do not need them. And they show up when you do – if you have done the work. Build networks with intention today, so they are there when you need them tomorrow.
The cognitive scientist James Kane recently noted that most professionals build networks of people who are just like them – the same titles, the same industries, the same responsibilities. That is fine while you are active and visible. But if you step back, take a sabbatical, change industries, or go quiet, those contacts often fade away.
Real work starts with how you intentionally build your network. Reaching out not just with those peers in alignment with you, but to a cross-section of people with range and breadth. Range relates to those at different points in their career, including the rising stars coming up behind you and the mentors and senior colleagues who can guide and open doors for you. Breadth relates to those who are not directly aligned with you but have a solid understanding of your industry expertise – unrelated business contacts, vendors, collaborators, and even former classmates outside your immediate professional sphere.
Constructing a network with intention is not about collecting people but about building genuine relationships. Which brings me to one of the most overlooked principles in professional growth: you need to be human and romance your network.
Romancing Your Network Is Not a Gimmick
Think about how you stay in touch with your closest friends and colleagues. You are there for them. You listen to them. You are responsive in the moment. And you most certainly do not reach out to them just when a crisis hits. So why do that with your professional network?
The same kind of attention, consistency, and authenticity you extend to your close personal contacts should extend to your professional contacts. In this context:
- Send an old-fashioned thank-you note after the first meeting. And save those you receive as a reminder to do the same!
- Email an article with a short note, “This made me think of your work or our conversation.” These demonstrate you were listening.
- Or commemorate their significant milestone on LinkedIn, not with a quick ‘thumbs up’ but with a thoughtful comment on their achievement.
Each of these is done not because you want something, but to show that you care about the person. You thought about them. You remembered them. And when people feel remembered, they remember you.
Your Brand Shows Up Before You Do
Being human extends to your personal brand; networking and personal branding are not separate exercises. Whenever you interact with someone, you are either reinforcing your personal brand or confusing it.
Your brand is not your logo or title. It is what people remember about you, the impression you leave behind.
So, before you jump into a conversation or a networking opportunity, gain clarity on yourself by thinking about:
- What do I want to be known for?
- What am I good at – and what brings me joy?
- What makes me different from others in my field?
- What do I want to discuss with this person? You do not need a script, but you do need intention, authenticity, and consistency.
Human interactions build a strong personal brand. And a strong personal brand builds trust.
Why Accountability Is the Missing Link
Here is the hard truth: even when we know what to do, we do not always do it. We get busy, we overthink, and we prioritize other people’s needs.
That is why accountability matters.
Having an accountability partner – someone you check in with, who nudges you to follow through, or who helps you keep your goals front and center – is one of the most effective ways to make your networking efforts consistent and real.
An accountability partner is not a coach or a manager. They are a peer, a colleague, or even someone in a different field who is committed to helping you stay intentional, consistent, and in the moment. In return, you do the same for them. You support each other in following through on your goals and objectives.
Those may be:
- Reaching out to long-lost contacts.
- Following through on that promise to send a note to someone you admire.
- Keeping your brand consistent and visible.
- Keeping your personal contact list up-to-date and used, not just a neglected Excel file.
It is all about staying human, not just transactional. Pairing up with an accountability partner may not lead to perfection, but it will lead to progress, and progress leads to results.
Build a Network That Works
A network is not something you turn to when you are in trouble. It is something you build slowly, intentionally, and consistently.
So, forget the myth of effortless networking. Put your working shoes on your feet and show up with purpose. Listen more than you talk. Write a note. Follow through. Maybe even say those magical words of connection, “Tell me more.”
And find your accountability partner. Because doing the work together makes it much more likely that the work gets done.
