Mistake #22: Not Building Relationships Early

One of the biggest mistakes founders make is waiting too long to build relationships. Most people only reach out when they need something — a favor, an introduction, a rush order, better pricing, or help fixing a problem. By the time urgency shows up, the relationship doesn’t exist yet.

Strong businesses aren’t built only on products or pricing. They’re built on relationships formed long before they’re needed.

Relationships Are Built Before There’s a Problem

The strongest relationships are developed when nothing is on fire. When conversations aren’t rushed. When there’s no pressure.

Founders who build relationships early benefit later in ways that can’t be replicated with money:

• faster responses

• flexibility during issues

• honest feedback

• better terms

• early access to opportunities

• people willing to go the extra mile

When trust exists, people help. When it doesn’t, you’re just another email in the inbox.

Relationships

One of the Easiest Ways to Build Relationships: Reference Calls

One of the most overlooked opportunities to build relationships comes during due diligence.

When an agency, supplier, consultant, or service provider gives you references, those calls shouldn’t be treated as a formality. Those people are already part of your extended ecosystem. They understand your category. They’ve faced similar challenges.

After a reference call, follow up. Say thank you. Stay connected. Ask thoughtful questions. Share what you’re working on.

Many long-term relationships start from a simple reference conversation that had no agenda beyond learning.

Most People Want to Help — If You’re Willing to Listen

Here’s something many founders forget: most people actually want to help.

They don’t want to be pitched.They don’t want to be rushed.They don’t want to feel used.

But if you approach people with curiosity instead of expectation, conversations change. Ask real questions. Listen more than you talk. Respect their time. Follow up with appreciation.

Relationships aren’t built by asking for favors.They’re built by listening, learning, and showing respect.

Relationships Aren’t Just Customers

Relationships matter across your entire ecosystem:

• suppliers

• manufacturers

• logistics partners

• agencies

• buyers

• distributors

• advisors

Strong relationships create leverage when problems arise. Weak or nonexistent relationships turn small issues into big ones.

I’ve seen suppliers stretch timelines and make exceptions for brands they trust — and completely shut down brands that only show up when they need something.

What to Do Instead

1. Build relationships before urgency existsReach out when things are calm.

2. Treat reference calls as opportunities, not tasksThose conversations can turn into long-term connections.

3. Listen more than you speakPeople open up when they feel heard.

4. Follow up with gratitudeA simple thank-you goes a long way.

5. Stay consistentRelationships compound over time.

The Takeaway

Relationships are invisible assets. You don’t notice their value until you need them — and by then, it’s too late to start building.

The easiest time to build relationships is before you need anything.The easiest way is through genuine listening.

Build connections early.Stay curious.Listen carefully.

You’ll be surprised how many people are willing to help once they feel respected and heard.

💡 Founder’s Reflection (Mayer):Some of my strongest business relationships started as simple reference calls. I didn’t ask for anything — I just listened. Over time, those conversations turned into trusted connections that helped me navigate challenges and grow faster. I learned that most people want to help; you just have to be willing to listen first.