The Magic in Networking: Why Connection Still Beats Technology
Business is increasingly shaped by technology, meaning it's easy to forget the one thing that’s always made business work: people. 20 years of building businesses through networking has shown James West, co-founder of ONLE Networking, that connection isn’t just a nice bonus - it’s the foundation of your business growth.
There comes a moment in many of our business journeys when we realise that no matter how clever our tools are, it’s people that make or break a business.
James West in the Apple Store Southampton, 2010. Note the ‘cutting edge’ vintage tech!
My version of this happened in the mid-2000s when I was working part-time at the newly opened Apple Store in Southampton. Many customers called it “the iPod shop,” not knowing Apple even made computers.
I’d sit with them, demo the .Mac calendar sync between devices, and watch their faces light up. It was pure delight. But a year later, syncing was just a setting people expected. The tech had moved on, but the conversations – and most importantly, the feeling myself and the business owners experienced – lingered.
And I think that final thought is worth exploring, especially as many of us business owners face an uncertain future.
Technology Changes. Connection Endures
AI is the hot topic of the moment. It's capable, evolving, and it will disrupt the workforce - making certain roles obsolete while creating many new opportunities. Yet in just ten years, AI will be just another tool we take for granted. Like all the technology that once wowed us, it will become a commodity.
Fast-forward to 2025 - James West with less hair but much happier.
What I’ve learnt from 20 years in business is that the part that doesn’t get commoditised is the moment when two people connect deeply in conversation. It might be the moment when you realise your values match, you share a love for a hobby, or you both have a child dealing with a personal challenge.
It’s that moment when we stop talking to the business owner or the prospect and start talking to the person. That’s the magic of networking. It’s a place where we can leave smart funnels, automation, and ideal customer profiling behind.
Instead, good business networking is about stories, laughter, sharing the pitfalls of running a business – and crucially, waiting for those moments when someone realises: “Yes, I want to work with this person.”
Inside ONLE, we see it time and again. Maybe you’ve got the same Lego set. Or it might be a throwback to a 90s nightclub you thought no one else remembered. Everyone who approaches networking with curiosity and interest in others will have experienced those simple moments of recognition.
Those sparks build bonds. And those bonds lead to referrals, collaborations, and long-term partnerships.
Start With The Human, Not The Tool
AI and other tech trends will keep grabbing headlines, but you don’t need to wait for the next big thing to get meaningful results from business networking. You already have what matters:
Presence
Curiosity
Authenticity
Those are the ingredients for magic. Leave your agenda to make sales at the door (sales in networking come AFTER building relationships, not before). Instead, bring those qualities to the fore and you’ll be amazed by the results. I promise you, within a few visits, you’ll learn more about yourself, your business, and what people need from you than any survey or research programme will ever achieve. Why? Because when you bring these qualities to networking, people are open to talking to – and listening to – you.
Want To Get Better At Online Networking?
Tech might connect us, but it can’t create connections on its own. If you want to sharpen the human side of networking, without being pushy, fake or overwhelmed, our How To Network Online on-demand webinar is for you.
In this free session, you’ll learn:
The mindset that separates effective networkers from the rest
A simple attitude shift that makes networking both easier and more enjoyable
The secret to crafting introductions that feel natural and take the pressure off
How to build genuine relationships online – not shout into a void
What to stop doing (and what to start doing instead) to get real results
Plus, you'll get bonus resources:
The ONLE Pocket Guide (four clear principles to network better)
A free visit to one of our live networking meetings
A £20 discount on our full Online Business Networking Course
Ready to network with meaning, not just metrics?
Access the webinar now and start making connections that outlast the next tech wave.