We’ve all heard that networking is important. Yet for many, it still brings to mind awkward events where people exchange business cards and promptly forget about each other.
In 2026, everything has changed. The world has accelerated, neural networks generate videos and write texts, and advertising is everywhere. In this digital noise, the only real lever for growth is people. Today, your network should be treated as real capital.
So why is career growth nearly impossible without a strong network?
1. Access to closed doors The most attractive jobs and truly exciting projects often never make it to job boards. The best opportunities are shared “within the circle.” A strong network acts as a passkey. With the right connections, doors open on their own. You don’t have to prove your worth — your presence within a certain circle already signals your level.
2. The magic of one call Imagine spending a week trying to solve a problem, searching everywhere with no result. Now imagine having a contact who has already faced the same challenge. One call, five minutes — and the problem becomes trivial. Networking saves an enormous amount of time and energy. It allows you not to reinvent the wheel, but simply ask for directions from someone who has already reached the finish line.
3. Trust is the most valuable currency We used to trust diplomas and polished websites. Today, when content is everywhere, we trust people. A recommendation from a mutual contact works better than any advertising campaign. If someone vouches for you, you instantly gain a level of trust. This removes up to 90% of barriers and objections at the start of any collaboration. In the age of AI, sincerity and personal endorsement are rare — and therefore highly valuable.
4. Your environment is an antidote to burnout When you’re part of a strong community, burnout has little room to grow. There is constant momentum around you: ideas emerging, projects launching, people sharing wins. This creates an environment that naturally pulls you forward. It’s hard to stand still when everyone around you is moving.
How to build a network?
Many believe networking is an inborn talent. In reality, it’s a set of simple practices. In his book “The Power of Your Circle,” Maxim Feldman notes that we are the average of the people we spend 80% of our time with. The book essentially provides a guide to auditing your circle and intentionally surrounding yourself with the right people.
Here are a few techniques that work right now: 1. Give more than you take The easiest way into a strong network is to be useful. If an expert needs help in your area, step in — offer advice, share a contact, provide a quick audit. This opens doors better than any cover letter.
2. Package your value When entering a conversation, have a clear 30-second pitch about the problem you solve. This makes it easier for others to understand where you fit into their social capital.
3. Intellectual curiosity Instead of the usual “How are you?”, ask: “What challenge are you currently working on?” This shifts the conversation to a deeper level and reveals points of connection.
A real-life story
Recently, our agency’s CEO, Alexandra Pertseva, was traveling across Russia. It seemed like a typical vacation — a break from work. Then came a chance encounter with Oskar Hartmann. A short conversation, an exchange of views on the future of AI, a few words about his stand-up — and just like that, her professional network expanded by one remarkably influential person.
Why does this matter? “The Power of Your Circle” reminds us: coincidences are not random. When you actively build your network, it’s like tuning a radar. A chance meeting with an entrepreneur of Hartmann’s caliber stops being luck — it becomes a natural outcome of your openness to the world. Networking is not about immediate gain. It’s a long-term game. It’s about genuine interest in people — and a willingness to be valuable yourself.