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Your network doesn’t need “new”
Why deepening existing relationships beats chasing new ones
Zvi Band
December 31, 2024
I write weekly about the strategies, habits, and tactics around cultivating the connections that matter to you.
Every time I open up LinkedIn or Twitter, I see people broadcasting into the void - sharing content, thoughts, and updates hoping to catch the attention of people they haven't met yet.
I get it. The allure of new connections is strong. There's always that feeling that the next person you meet could be the one that changes everything.
But what if 2025 was the year you went deeper instead of wider?
Last week, we talked about reviewing your calendar from 2024 to rediscover the people you've met with. Those coffee meetings, Zoom calls, and quick catchups that seemed meaningful and brought you energy at the time - but then life got in the way.
Think about it - you've already done the hard part. You've met them. You've established some trust. You've probably even found some common ground. These aren't just names in a database - they're relationships with untapped potential.
Taking Action
If you haven't done last week's exercise yet, do it now. Scroll back through your calendar to January 2024. Who did you meet with that you genuinely enjoyed talking to?
Instead of crafting the perfect LinkedIn post hoping to attract new followers, send three quick text messages to people you already know. Remember - it can be as simple as "Hey! You came to mind this morning. Hope you're doing well!"
Look at your CRM or contact list. Who did you tag as an 'A' relationship that you haven't engaged with recently? They're an 'A' for a reason - probably worth a quick check-in.
We often chase new connections because it feels more productive than nurturing existing ones. It's easier to post content hoping to attract new people than to do the sometimes uncomfortable work of maintaining real relationships.
But here's the reality - the people who already know, like, and trust you are far more likely to be part of your success story than someone who just started following you yesterday.
One Final Thought
Upon receiving his star on the Walk of Fame, Snoop Dogg closed his acceptance speech with the following, after reeling off the expected list of people he appreciated.
“I want to thank me for believing in me, I want to thank me for doing all this hard work. I wanna thank me for having no days off. I wanna thank me for never quitting. I wanna thank me for always being a giver and trying to give more than I receive. I wanna thank me for trying to do more right than wrong. I wanna thank me for being me at all times.”
If there’s one thing that’s gone from idea → belief → wisdom → gnosis for me this year, it’s this. Your network starts with you.
Until next year (that joke will never get old, will it?),
Zvi
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I’ve spent the past 12 years helping people like you grow their businesses and careers by cultivating the relationships that matter. I took everything I’ve learned and practiced and put it in a professionally produced online course.