In a recent LinkedIn post, Callum Laing delves into the common pitfalls of networking, advocating for a more strategic and long-term approach. Laing asserts that many professionals approach building connections with a sense of urgency, which ultimately undermines their efforts.
Rethinking the Networking Approach
Laing challenges the conventional wisdom of networking only when a specific need arises, such as seeking investment or employment. He argues that this reactive strategy is often transparent to others, leading to transactional relationships that lack the necessary trust for success.
“Most people approach networking backwards. They wait until they are in a position of need, scrambling for an investor, a hiring manager, or a board connection, and then try to manufacture relationships from scratch.”
According to Laing, the effectiveness of a connection is diminished when the other party perceives it as purely opportunistic. He emphasizes that genuine relationships are cultivated over time, well before any specific requirement emerges.
Building Value for Future Connections
The core of Laing’s argument centers on the idea of proactive value creation. He suggests that individuals should focus on building the qualities and contributions that would make desirable connections want to engage with them in the future.
The Long Game in Relationship Building
Laing frames networking not as a social obligation but as a crucial strategic asset. He highlights the ease with which digital connectivity can lead to a focus on short-term gains, potentially at the expense of long-term relationship development.
“The most effective connections are those built before they are ever needed. You might need a specific manager today, but in five years, you will need access to board chairs and capital. The work you do now should be solving for your future self, not just today’s problems.”
To illustrate his point, Laing poses a question to his audience: “Who do you want in your inner circle five years from today?” He posits that once this ideal future network is identified, the actionable step is to begin cultivating the value that would attract those individuals.
Shifting from Transactional to Relational
Laing contends that for those who may not naturally gravitate towards social interactions, the key is to reframe networking as a strategic endeavor. By prioritizing the delivery of value, the relationships are seen as a natural consequence rather than the primary objective.
“If you aren’t a natural networker, you likely prefer delivering results over making small talk. The key is to stop viewing networking as a social activity and start seeing it as a strategic asset.”
He concludes by encouraging readers to consider which relationships they might have wished they had started building five years prior, prompting reflection on their current networking habits and future aspirations. Laing’s insights underscore the importance of consistent effort and strategic foresight in building a robust professional network.
📝 About This Content
This article is based on insights shared by Callum Laing on LinkedIn.
📅 Originally posted on February 22, 2026 | View original post on LinkedIn →