The last unfair advantage Founders have left: Show Up

There's a feeling going around right now here in Amsterdam (and perhaps in other big cities I suspect). A quiet friction around leaving the house, going to an event, putting yourself in a room with strangers... So what's the cost of showing up? And is it really worth it?

It's understandable. Going out is more expensive than it used to be. Everything you need from work, to the gym, to entertainment, to 'your' people is a clicky-tappy-in-a-jiffy away. Creating a lazy loop. A barrier. In the quiet ease of doing things 'quickly', we forget that real things take time (and effort). The shift also means that third spaces (social spaces) feel quieter, as half the room is on their phones and somehow you keep missing the people you actually want to connect with.

But here's what the missing part is really telling you: everyone else is staying home too.

And that's exactly your opportunity to meet those that are ready to connect.

Online is crowded means in-person is empty - creating a unique, readily available opportunity

Founders pour hours into LinkedIn positioning, Substack growth, Instagram content. Why? Because big tech has convinced us that followers equal credibility and likes equal traction. Yet it's an expensive and time consuming bet. In equal measures it costs your time, your money and your energy. What's more, you're competing with everyone, globally, for the same shrinking attention...

Meanwhile, guess what, the room down the street is half-empty...

If you want to stress-test your positioning, find new clients, or get a real read on what the market is actually doing right now, then the fastest and cheapest way to do it is to walk into that room.

What in-person gives you that online never will...

Every live event comes with a free forcing function: "So, what do you do?". And you have about 30 seconds. No caption, no edit, no delete. That pressure sharpens your pitch faster than any branding consultant.

Beyond that, in-person gives you:

• Real (and real-time) feedback: Body language, follow-up questions, the moment someone's eyes light up (or glaze over). You can't get that from an emoji reaction.

• Warm referrals: People refer people they've met, opened up with, broken 'bread' with, laughed with. Trust is built in person, then maintained online, it's harder to build when it's online first and only.

• Unexpected opportunities: The strategic partner, the investor, the future hire. It can happen, yet it's super rare from a direct mail. You meet them at something, or via someone.
  

Participation is the competitive advantage nobody's talking about

We all need to work on our high-trust networks. They are the networks where people show up consistently, share openly and yes actually know each other. And what happens? Expertise compounds, deals get made and reputations, brands and businesses are built.

The founders who plug into these networks move faster. Full stop.

And right now, those networks are underattended. We are at peak digital saturation, so this means, the analog counter-movement is already underway as people are craving natural presence, unmediated experience and real relationships. And those founders who recognise this early and show up consistently will have a head start.

How Share-A-Table is differs? 1. Most networking events feel like speed dating with business cards.

Share-A-Table is the opposite! There are no panels, no pitch decks nor lanyards. The table IS the format.

2. Curation is the product

The food, the location is the excuse - making it a worthwhile experience

3. Show up in the conversation - share openly, express vulnerably

The people mix is the real value. The guests want to be there, they lean in. Your own experience and offering it openly is the value add. Each and everyone contributes and therefore gains.

The bottom line

1. If you want a real advantage now, to feel human and valuable - show up in real, live spaces. Remember it's great to build an audience online, yet you build a tribe, a network and a business in rooms...

2. Joining in and sharing builds trust. Trust builds relationships. Relationships build the kind of network that will refer you, back you and open doors that algorithms can't.

3. In person events, where you actually get to participate (rather than passively listen) is underused right now, it's your competitive and real edge. There are a lot of options with scattered approaches, so select those where you can also share your expertise and experiences openly - to build a welcoming network, make sure you actively connect people across your network!