The Best Business Advice Is Still the Oldest: Show Up in Person

A past client and I were recently catching up, and the conversation got deep as we shared our challenges. She's working to grow her client base. I'm in the middle of a job search while also trying to establish myself as a consultant — building that second income stream I've always believed in. Two different situations, but the same underlying challenge: how do you find your people?

We talked about the algorithm, about retention, about how hard it feels to compete for attention online. And we kept circling back to the same answer.

Get off the phone. Get in the field.

Social media is genuinely useful for finding events, researching people, and building awareness as a business owner. But it was never meant to be the whole strategy. The real work still happens face to face.

For her: Her business exclusively serves women, and she wants clients who are consistent. My suggestion was simple; go where women with steady income already are. Think about the businesses in your area where the workforce is typically female. Offices, healthcare practices, women-only gyms. You can naturally gauge whether someone fits your ideal client profile, they're already close to your location, and your content gives them proof that you're worth trying. You don't have to cold pitch. You just have to be present.

For me: I'm looking to land a role or provide fractional consulting work, so I need to be in rooms with established business owners and decision-makers. That means Chamber of Commerce events, Eventbrite meetups, and any professional gathering happening in Kansas City or Dallas where the right people might be looking for help

or know someone who is.

None of this is revolutionary. But that's exactly the point. Sometimes the most effective business advice is the kind we overlook because it sounds too simple. People still like to meet in person. They still hire people they've actually met. They still become loyal clients when someone took the time to show up.

Find out where your people are. Then go be there.