The Power of Networking: Building
an Empire Through Relationships
In today's interconnected world, no successful business is an
island. Strategic networking isn't about collecting business cards
—it's about cultivating meaningful relationships that fuel mutual
growth. The most powerful opportunities often emerge from
authentic connections within your business community.
For many entrepreneurs, networking doesn't come naturally at
first. Stacey Nicholls, founder of Space Cookie Designs, a
Squarespace website design company, candidly shares her initial
reluctance: "I'm such an introvert. This is so uncomfortable for
me. What am I supposed to do? I don't even know how to go up to
someone... like, 'Hi, I'm real awkward. Let's be friends.'"
Her early experiences with networking were influenced by well-
meaning but misguided advice. "All of my professors were like,
you have to network... you have to have an elevator pitch and just
go up to someone and just word vomit your elevator pitch to
them. And that's how you're going to be successful. And I'm like,
this doesn't work in my brain. I don't understand this."
Stacey admits to some cringe-worthy first attempts: "I feel so bad
for this person... I went up to someone... she did permanent
jewelry. And I asked her if she liked her website, she was like, 'no,'
so I pretty much threw my business card at her and was like, 'hire
me' and then ran away."
The turning point came when she shifted her approach: "When I
shifted to building relationships and using networking to find
people and build relationships—not to sell directly—it got a lot
better." Now networking has become a cornerstone of her
business growth strategy.
Today, Stacey has embraced both in-person and virtual
networking, joining referral groups and various women's
networking communities. She's even created a formal referral
program: "For anyone you send to me, if they book a project with
me, then I share 5% of the project back as a thank you."
She recognizes the unique value of referrals: "Referrals, I find, are
way more valuable than an ad because... I get to build on your
credibility with the referral. The person that you're sending to me
knows you and trusts you and trusts your opinion."