In short: Three South African entrepreneurs, networking in three completely different settings from gyms to airport lounges, agree on the same core principle: networking works when it’s built on genuine interest in the other person, not on pitching your business at every opportunity.
Does networking actually lead to real business opportunities?
Mikie Monoketsi, founder of Mama’s Spices & Herbs, has a direct answer: “If it was not for networking, I wouldn’t be here right now.” When industry regulations blocked her from manufacturing spices without the right documentation, it was a connection made at her local gym, not a formal industry event, that solved the problem. Emmanuel Bonoko, founding director of marketing and consulting firm EBonoko Holdings, frames the mechanism behind stories like this: networking builds relationships that surface possible mentors, and mentors are often the ones who open doors and make the recommendations that turn into actual opportunities.
Where should you actually be networking?
All three founders network somewhere unexpected. Monoketsi finds events and gyms most productive. Vumile Msweli, career coach and CEO of corporate advisory firm Hesed Consulting, has built her most valuable connections in an unlikely place given her travel schedule: airport lounges, alongside supermarkets and conferences. Bonoko works gyms, coffee shops, business seminars and social media. The pattern across all three: valuable networking happens wherever you’re already spending time, not exclusively at events branded as networking opportunities.
Does networking work differently across cultural or racial lines?
Msweli is candid that most people carry the same anxiety about starting a conversation with a stranger across racial lines, and her fix is consistent: focus on genuine interest in the other person rather than marketing your business at them. “I try to be present and authentic in my encounters,” she says. Bonoko is direct about an added pressure he’s navigated as a black entrepreneur: needing to work harder to build credibility that can’t be questioned, sometimes facing scepticism even from within his own community. His response has been to let consistent delivery speak for itself: “You can’t deny results and talent that is backed by hard work and ethics.”
How do you network respectfully across different cultures?
Monoketsi’s rule is simple and universal: respect is the basis of any conversation, regardless of culture or social standing. Msweli goes further, arguing that tailoring your approach to different audiences and picking up on cultural nuances and etiquette is not optional, it’s what allows your message to land without an unintended cultural misstep getting in the way.
What’s the single biggest mistake people make when networking?
Trying to sell too early. Msweli’s approach is to listen without the intention to sell, focusing instead on how she can serve the interest of the person she’s engaging with. “Networking is relationship building, and isn’t always about the short-term benefit of a quick sale, so patience is key.” Bonoko’s version of the same warning: be clear, honest and don’t waste people’s time, and never compromise your values just to get ahead.
Frequently asked questions
Do I need to attend formal networking events to build useful connections?
No. All three founders here made valuable connections in everyday settings, gyms, airport lounges, coffee shops, rather than exclusively at events branded as networking opportunities.
Is it awkward to network across cultural or racial lines?
Most people feel some version of the same anxiety, according to these founders. Genuine curiosity about the other person, rather than a rehearsed pitch, consistently works better than trying to force comfort.
Should I be selling when I network?
No, according to all three founders here. Listening with genuine interest, rather than pitching immediately, is what actually turns a connection into a longer-term business relationship.
How long does it typically take for networking to produce a real business opportunity?
These founders don’t give a fixed timeline, but consistently describe it as a patient, relationship-first process rather than a quick transactional win.
Originally published in February 2019. Updated September 2026.
