How to network with purpose

Building and scaling a company takes more than capital, strategy and execution – it also relies on relationships.

Networking is one of the simplest ways to stay connected to the people, ideas and opportunities around your industry and work. Done well, it allows you to learn faster, solve problems and maintain momentum. It can also link you to potential funders, mentors, suppliers and collaborators.

But effective networking is not about collecting contacts or working a room. It is about developing intentional professional relationships.

Many of the most valuable opportunities in business start with a simple interaction: a conversation about interests or connections in common. Networking well turns that interaction into a mutually beneficial relationship.

In this guide, we explore why networking matters, how to approach it in a way that feels natural, and how consistent, thoughtful interactions can translate into real business outcomes.

Why networking matters

Networking can sometimes feel like an extra task on an already full list. But strong professional relationships can create outcomes that are hard to generate any other way.

Bonnie Elliot, Manager of BDC’s Calgary Entrepreneurship Centre in Calgary, says every business owner should make it a priority to build a strong network: “You need to understand it as an investment, not a cost. Relationships are brutally important and extremely helpful.” ^[1]

A good network can enable you to:

• connect with people who can support your growth, from funding and partnerships to new customers
• get warm introductions that reduce friction
• learn from others with relevant experience
• hear about opportunities earlier
• strengthen your credibility within your sector
• stay close to what is happening in the ecosystem.

It also provides something less tangible, but equally important: support.

Growing a business can be isolating. But having a strong network gives you access to people who understand the reality of the work — and who can offer perspective, advice or simply reassurance at the right time.

Networking also helps create the connections that allow ideas to move forward and new pathways to open. As marketing expert and former Vice President of Marketing at Virgin America, Porter Gale, says, “I believe that seeking out and working in collaboration with others who share your interests and values will provide a stronger foundation, enabling you to reach a higher level of success than you would on your own.” ^[2]

Start with the right mindset

Canada has a strong and active startup ecosystem, with year-round social events, conferences, and support programs providing numerous opportunities for networking — but the value comes from showing up consistently, not just once. If you’re holding back from attending events because networking feels uncomfortable, it is often because you’re thinking of it as self-promotion.

A more useful way to think about networking is to focus on it as a way to learn and contribute. William Johnson, founder of Vancouver Tech Journal, puts it simply: “everyone knows something that you don’t know”. ^[3] Approaching networking with curiosity makes it easier to build relationships with a wide range of people — not just the most visible ones. Johnson says, “Curiosity doesn’t guarantee success, but it guarantees movement — conversations, connections, and opportunities you couldn’t have predicted.” ^[4]

University of Toronto leadership expert Professor Tiziana Casciaro says flipping your mindset on networking, by seeing it as a way to give back to your community, can completely change how you feel about it. “That is actually the best way to make networking not only productive, but energizing. When you do it with the purpose of advancing a collective objective or to lift up someone in your sphere of influence, network building becomes a highly positive experience.” ^[5]

Instead of asking what you can get from a conversation, focus on what you could learn: find out what the other person is working on, how you might be helpful to them, and whether there is someone you could introduce them to.

This shift changes the tone of the interaction. Conversations feel more natural, and relationships tend to develop more easily.

Curiosity makes networking easier

Regardless of whether you’re an extravert or an introvert, one of the simplest ways to improve your networking is to become more curious. Curiosity leads to better questions, stronger conversations and more genuine relationships. It also removes some of the pressure to perform.

William Johnson talks about being open to learning from anyone — whether they are early in their career or highly experienced. That approach helps you build relationships for the long term, not just the immediate moment.

It also reflects how professional communities actually work. The person you meet today may become a funder, founder, partner, customer or collaborator in the future.

Don’t forget to broaden your scope beyond your industry, especially if you operate in a niche area. The most useful connections can show up in unexpected ways: for example, an operator in life sciences might be able to share valuable manufacturing contacts with a connection in a completely different field or give useful insights on HR or cashflow strategies. Bonnie Elliot encourages entrepreneurs to network widely: “Entrepreneurs often have tunnel vision, because they are so focused on their own business. Meeting people from outside your industry can bring a fresh perspective to your business.”

Networking for introverts

If networking feels draining or unnatural, you are not alone.

Many people find large events uncomfortable. But effective networking does not require you to be highly outgoing. In fact, many strong networkers are thoughtful listeners who focus on forming deeper connections.

A few practical tips can help:

• prepare two or three questions in advance
• arrive early, before the room gets crowded
• focus on one or two meaningful discussions
• ask organizers for introductions
• listen carefully and ask follow-up questions
• follow up afterwards with a short message
• build in downtime to recharge.

It is also worth remembering that many people in the room feel the same way. As William Johnson points out, “If you’re in a room, you belong in the room. Someone invited you or you had the courage to show up. That’s enough.” That mindset alone can make it easier to start conversations.

Networking for extroverts

If you enjoy meeting people, networking events can be energizing. But without some intention, it is easy to leave feeling busy without much to show for it.

A more focused approach can help:

• set a simple goal before you arrive
• ask thoughtful questions rather than relying on small talk
• listen for what matters to the other person
• share useful insights briefly
• practice an elevator pitch on what you’re doing, ensuring it’s short and focussed
• introduce people who should know each other
• follow up new connections with something specific afterwards.

The most effective networkers are often the ones who make others feel comfortable. That might mean bringing someone into a conversation, making an introduction or creating space for others to speak. These small actions build trust and lead to better conversations.

Using LinkedIn well

LinkedIn can be a useful tool for networking, especially when it supports real-world connections.

Used well, it helps you keep in touch, share ideas and remain visible within your network. View it as a way to continue generous connections online: uplift others by congratulating them on their achievements, sharing your knowledge and facilitating introductions.

A few simple habits can make it more effective:

• connect with people soon after meeting them
• personalize your connection requests
• engage thoughtfully with posts and discussions
• share ideas or observations that are genuinely useful
• acknowledge others’ work in a specific, genuine way
• keep your profile clear and easy to understand.

The goal is not to post constantly or to only use LinkedIn to promote your own achievements. It is to stay connected in a way that feels natural and relevant and supportive.

How relationships build over time

Strong networks are rarely built in a single moment. They grow through small, intentional, consistent actions, such as: attending an event, following up after a good conversation, introducing two people, checking in months later, offering help where you can.

As these interactions build over time, your relationships become part of the support structure around your work. Like trust, they compound.

This is why consistency matters more than intensity. As Porter Gale puts it, “your net worth is your network.” It’s important to remember that’s less about how many people you know, and more about how those relationships support how you build and fund your business.

Remember, you do not need to meet everyone at once. You just need to stay engaged — showing up, following up and continuing conversations where there is mutual interest. Research the ecosystem events in your industry or area of interest, add them to your diary and commit to going. Broaden your scope by attending events that expose you to a wider community: a general startup event, an event for diverse founders, or something focussed on your career stage rather than simply your sector alone.

Final thoughts

Networking with purpose is not about being the loudest person in the room or leaving with the most contacts.

It is about building real relationships, one conversation at a time. Reframe networking by considering how you can help others and remember it’s OK to start small: commit to asking one thoughtful question, following up with one person, or making one introduction. The important thing is to keep showing up and focusing on building generous connections: attend the same events consistently to create familiarity and trust, and engage in a way that considers what you can do for others instead of what they can do for you.

The relationships you build in this way are what will turn conversations into something more — partnerships, hires and opportunities that shape how your business grows.

 

 

[1] BDC,“6 Strategies to improve your business networking skills” [online]. BDC. Available at: https://www.bdc.ca/en/articles-tools/entrepreneurial-skills/improve-networking/business-networking-tips-entrepreneurs

[2] Schawbel, D. (June 4, 2013). “Porter Gale: Why your connections are worth more than money” [online]. Forbes. Available at: https://www.forbes.com/sites/danschawbel/2013/06/04/porter-gale/

[3] SaaS Wealth Insurance. (November 18, 2025). “How to build a strong tech  community in Vancouver with William Johnson” [online]. Saas Wealth Insurance. Available at: https://saasinsurance.ca/podcasts/how-to-build-a-strong-tech-community-in-vancouver-with-william-johnson/

[4] Johnson, W. (December 10, 2025). “Curiosity has taken me further than any title” [online]. Made Relevant. Available at: https://maderelevant.beehiiv.com/p/curiosity-has-taken-me-further-than-any-title

[5] Casciaro, T. (Septmber, 2019). “Networking for Leaders” [online]. Rotman. Available at: https://www-2.rotman.utoronto.ca/insightshub/leadership-career-development/networking-for-leaders