Who do you know?...the Nigerian hustle

The most valuable asset you have as a business owner is not your product ... it is your

In Nigeria, one thing is clear: relationships can take you further than any marketing strategy ever will. Forget all the flashy ads and expensive branding campaigns for a moment. The most valuable asset you have as a business owner isn’t your product—it’s your network.

The phrase "Your network is your net worth" is not just a cliché, especially in a country like ours where who you know often matters more than what you know. Connections open doors that no degree or business card can. You can have the best business idea in the world, but if nobody knows you, your idea isn’t going anywhere. So, how do you build those meaningful connections that will elevate your business?

It’s Not Just About Handing Out Business Cards

Let’s get one thing straight: business cards are nice, but they’re not the key to meaningful connections. In Nigeria, introductions carry more weight than a stack of perfectly designed cards. It’s not about how many cards you can hand out at an event—it’s about who’s willing to introduce you to the right people.

The truth is, in our business culture, a recommendation from someone in your network holds far more value than any self-promotion you could ever do. You can spend thousands on marketing, but one well-placed introduction could land you a game-changing deal. That’s the power of networking in Nigeria. Relationships open doors, not resumes.

Build Genuine Relationships, Not Transactions

Here’s another common mistake people make: networking out of desperation. People can smell desperation from a mile away, and nothing kills a potential business connection faster. Networking isn’t about just collecting contacts for the sake of it. It’s about building genuine and mutually beneficial relationships.

Ask yourself: are you only connecting with people because you need something from them? Or are you trying to build a relationship based on trust, mutual respect, and shared goals? If you’re only looking to make a sale, you’re doing it wrong. The businesses that thrive are the ones that invest in relationships, not just transactions.

Think about it: if someone trusts you, they’ll go out of their way to help you. That’s how word-of-mouth grows. People aren’t just recommending your product or service—they’re recommending you. And that’s far more powerful than any marketing campaign.

Invest in People, Not Just Opportunities

One key thing to remember when building your network is to invest in people, not just opportunities. It’s easy to get caught up in looking for immediate gains—maybe you’re hoping for a big contract, a lucrative deal, or a high-profile partnership. But sometimes, the real value of a connection isn’t in what they can do for you right now, but in what the relationship could bring in the future.

Play the long game. Invest time and effort into building genuine, long-lasting relationships. This means being helpful, approachable, and available even when you don’t need anything. People remember those who supported them when they had nothing to gain, and those relationships often turn into the most valuable partnerships down the line.

Don’t Be Afraid to Put Yourself Out There

Networking doesn’t happen by accident. You need to put yourself out there. Attend industry events, seminars, and conferences, and talk to people. But don’t just attend events for the sake of it—engage with purpose. Show genuine interest in what others are doing. Be a good listener. Ask questions. Be curious about their businesses, not just focused on promoting your own.

And don’t be afraid to follow up. Many great connections are lost simply because people don’t follow up after an initial meeting. Send a quick message, show appreciation for the conversation, and stay in touch. That small act of follow-up could be the start of a fruitful business relationship.

The Real ROI of Networking: Friendships Over Sales

At the end of the day, the most successful businesses in Nigeria aren’t just the ones making sales—they’re the ones making friends. Genuine friendships in business last longer and bring in more referrals than any transactional relationship ever could.

When people know, like, and trust you, they’ll go out of their way to support you. They’ll not only buy from you but recommend you to others. And that’s how you build a sustainable business—not by chasing sales, but by cultivating relationships.

So, ask yourself: how are you investing in your network today? Are you focused on building genuine connections, or are you just out for quick wins?