Think about the last big business event you went to. Now think about the last really useful conversation you had with another business owner. Odds are they weren’t the same thing.
Big events are good at a few things: energy, visibility, hearing a great speaker, the feeling of being part of something. But for actually solving problems and building relationships, small group conversations usually win by a wide margin. Here’s why.
Everyone actually talks
At a big event, most people spend most of their time listening, or in shallow two-minute exchanges. In a group of five to ten, everyone gets time to explain what they’re working on and what they need. That’s the minimum for anyone to be useful to you.
People are more honest
Nobody admits their pricing isn’t working in front of 200 people. In a small group, especially one with a no-pitching norm, people talk about what’s really going on: the client that’s draining them, the launch that flopped, the decision they keep avoiding. Honest problems get useful answers.
You hear the whole story
At a mixer you learn someone’s job title. In a small group, you learn who her clients are, what she’s good at, what she’s struggling with, and what she’s trying to build. That’s the level of understanding it takes to refer someone, collaborate with them, or know when to introduce them to someone else.
The advice is better
When several experienced business owners hear the full context of a problem, they can give specific advice instead of generic tips. And because they come from different industries and stages, you often get approaches you’d never have found on your own.
Relationships actually form
Trust doesn’t come from one interaction. It comes from repeated, real conversation. Small groups, especially ones you return to, give relationships a chance to develop. That’s where referrals and partnerships come from: people who have seen how you think and how you treat people.
It’s a better use of time
An hour in a small group can give you input on a real problem, a few useful recommendations, and a handful of people you’d like to talk to again. Compare that to an evening at a large event that produces a stack of business cards and a vague feeling of having networked.
When big events still make sense
Big events aren’t useless. They’re good for:
- Learning from a particular speaker
- Visibility, especially if you’re speaking or sponsoring
- Getting a sense of a new industry or community
- Meeting a lot of new faces quickly, as long as you follow up
The trick is not to rely on them for the things small groups do better. Why Most Networking Events Don’t Work goes into this in more detail.
Try a small group
WEN is built around this idea. WEN Round Tables are small conversations on Zoom for women running real businesses, with no pitching and no presentations. They’re free through the end of 2026. Not sure what to expect? Read What Is a Business Round Table?
