The Real Source of Your Next Client (And Why You’ve Been Looking in the Wrong Places)
A couple weeks ago, I was reviewing my client roster for 2025.
Not the numbers or the revenue—though those were good too. I was looking at something more interesting: where each client actually came from.
Here’s what I discovered: The biggest investment I made this year wasn’t money. It was time.
The three sources that actually matter
When I mapped out where my clients originated, three clear sources emerged:
Community
Referrals
Visibility
But here’s the thing that stopped me in my tracks: Two of these sources actually stem from the first one.
Referrals come from relationships built in community. Visibility grows when community members amplify your work. Everything traces back to the connections you nurture.
The identity shift that changed everything
For years, I approached community building like most entrepreneurs do—as networking. As lead generation. As a place to "get" something.
I showed up to events thinking: Who can I meet? What opportunities are here? How can this help my business?
But somewhere along the way, I had what I now recognize as an identity shift. The kind that changes everything about how you show up in the world.
I stopped seeing myself as someone who needed to extract value from community. I started seeing myself as someone who could contribute to it.
Strategy before tactics (Even in relationship building)
This shift didn’t happen overnight. Like everything meaningful in business, it required strategy before tactics.
The old approach:
Show up when I needed something
Focus on what I could get from relationships
Measure success by immediate business outcomes
Network with an agenda
The new approach:
Show up with intention to understand others as human beings
Give rather than get
Follow up because I care, not because I want something
Remove expectations of sales or transactions
The difference? Night and day.
The communities that enriched my year
Let me tell you about the spaces that became genuine sources of connection and growth:
Entreprenista (founded by Stephanie Carton) - Where ambitious women support each other’s visions without competition.
OGC/Old Girls Club (run by Mallory Cantois) - A space for seasoned professionals who understand that experience is an asset, not a liability.
Impressions (LinkedIn community led by Molly Godfrey) - Where authentic LinkedIn strategy meets genuine relationship building.
The Prosper Network (by Melissa Camilleri) - A community that understands prosperity isn’t just about profit.
The NoBS Community (led by coach Pia Silva) - Where straight talk meets strategic action.
Each of these communities taught me something different about showing up authentically. About contributing before asking. About building relationships that matter.
The smallest details create the biggest impact
Here’s what I learned: The way you show up in community—the small, consistent actions—creates more impact than any grand gesture.
Remembering someone’s project launch date and checking in. Sharing their content because it genuinely resonates. Offering a resource without being asked. Celebrating their wins like they’re your own.
These tiny moments of genuine care? They compound.
Business goals must drive relationship decisions
But let’s be honest about something: This isn’t just about being a good human (though that matters). This is strategic.
When you invest in community for the relationships themselves—not for leads or transactions—something magical happens. Business growth follows naturally.
Because people buy from people they trust. They refer to people they believe in. They amplify the voices of people who’ve shown up for them.
Clients buy outcomes, not networking tactics
The entrepreneurs who struggle with lead generation are often the ones treating relationships like transactions. They’re selling networking tactics instead of genuine connection.
But here’s what I know to be true: Your next client isn’t looking for someone who’s good at networking. They’re looking for someone who understands them, supports them, and can deliver the transformation they need.
That understanding? It comes from showing up in community with genuine curiosity about other people’s challenges, dreams, and journeys.
Position yourself as a strategic partner in community
The most successful entrepreneurs I know don’t just participate in community—they contribute to it strategically.
They ask better questions in group discussions. They share resources that actually help. They connect people who should know each other. They celebrate others’ successes publicly.
They position themselves not as someone who needs the community, but as someone the community is better because of.
The investment that pays compound interest
Your next client might be in the community you’re already part of. But they’re not looking for someone who’s hunting for leads.
They're looking for someone who's building relationships.
The businesses that win aren't the ones with the best networking strategies. They're the ones that show up authentically, consistently, and generously in community.
Your willingness to invest in relationships without expecting immediate returns isn’t just good karma. It’s strategic positioning that pays compound interest.
Because here’s what I know to be true: Authentic community building creates the biggest business impact.
When your brand shows up consistently in community—through genuine connection, strategic contribution, and authentic relationship-building—every interaction becomes a touchpoint that reinforces who you are and what you stand for.
Ready to build a brand that works for you in every community you’re part of? Book your Brand Roadmap session today and get crystal-clear messaging and positioning that attracts the right relationships—your investment applies to full packages if we continue together.