FBC – 128 – What’s More Important Than “Who You Know”?

We have all heard the saying “what matters is who you know and not how much you make”. As great as this saying is, I think that it's incomplete and I will explain why in this episode.

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So today I wanted to talk to you about something quite important. It's something you may have heard a lot. Something that says “your network is your worth”. All right. So you might have heard the saying.

Right. So, your network is the kind of people you spend your or your time with. So the five people you spend the more the most time with are going to greatly influence your life. So if you haven't done so, try to, hang around people who elevate you. OK. So, again, doesn't have to be in person. You can actually do it on Internet or something via trainings and stuff.

But, you know, proximity is power. Right. So try to get in touch with people who elevate you. So it doesn't have to be elevating you like they're going to make you more money or something. No, it's just people who elevate you as a person. So it could be that, your aim is not to start this big business or something. It could be something else.

You know, you want to become more spiritual, you want to become a better athlete or you want to become a better musician or something. Well, you need to hang around people who will, you know, elevate you and, help you get there. Ideally you want to hang around with people who are one step ahead of you or people who are where you want to be.

So moving from that, the best skill on the planet is not to know everything, OK? You can't possibly know html and PHP and sales and marketing and being a janitor and how to care. Nobody can know everything, OK? So the best skill is not to know everything, but it's to know who to ask. Okay. And this is something that I've always advertised and advocated because I mean, for me, that's the very, very best skill. Okay.

And I remember when I started my career, I didn't know anything about Linked-In, this stuff, you know. But my boss, the boss at the time, he was a politician. Everything he did was calculated. Everybody he talked to, every email he sent. It was calculated like a presidential campaign.

So when I came to work for this company, I learned some stuff from him. I mean, I learned what I don't want to do. He taught me some of the ropes of politics and stuff within the company. Right. Because in everything there is always something to learn. And he told me one very important thing.

If there are people that you don’t like or have done some stuff that offended you or something, if you help people like them when they are in need and stuff, if you provide some guidance and regularly you are in contact with the person, then it's going to serve you because how you know them is that you provided value to them.

Okay. So this brings me to my story.

I am building a funnel and I'm recording some videos and stuff. Oh, man. It's a lot of work. I think I've already complained about this. You don't want to hear me complain again. I know my way round funnels a little bit, but it's not my specialty now. I don't do that for a living.

So in this case, I will go to someone I know who is a very, very good funnel builder. It turns out that I know someone who's awesome at building funnels. His name is Chris Benetti.

What's More Important Than “Who You Know”?

And the reason why I’m telling you about him is that one day he decided that, “ah, you know what, I need to do something with my life and work, but I need to pick something”. And he didn't know anything about funnels. So that's a very good example as well of how you can make it if you put in the efforts.

And within six months, he was invited to the “Click Funnels” offices. He was handpicked by Russell Branson himself, the CEO of Click Funnels as the best funnel designer in the southern hemisphere!! So I went to him and asked him for a few pointers and stuff because it's you know, it's a guy I know. We do have a good relationship. So it's how we know who we know.

And he was he was kind enough to help me and to give me some, guidance and stuff. And this for me is very important. To have people like this in your network and good people as well, because here's the thing. So now he started focusing on building funnels for a lot of big names in the industry. It is absolutely awesome and is getting some traction.

He told me “We have been putting some awesome numbers in for the last couple of months and it's steady”. And what did he do? He made sure to reward to give a bonus to his assistant who helped him get there.

And this is absolutely awesome. This shows it's not about the money. He’s just a good person. The people who help you are how you get there. You need to reward them and stuff as well, because they're a big part of your success and you want to reward them for what they're doing. So my buddy Chris, he started his own company and it’s called the “Funnel Division”.

I'm going to put the link here in the in the podcast.

So just to say, he didn't have any obligation to help me. But it's just the relationship we have. You know, I know someone who builds funnels. And the way I know him is because we have this good relationship where we help each other. So next time he needs something, of course, I'm going to help the guy. Of course, you know, and regardless if he helped me before or not, I'm going to help him.

Frequently Asked Questions

Is who you know really the most important factor for entrepreneurial success?

Network access opens doors, but who you become is what walks through them. Strong relationships matter only when paired with usable skill, clear positioning, and a track record. Founders without those three lose introductions fast because warm intros expire if the receiving entrepreneur cannot convert the meeting into value.

What is more important than connections when building a business?

Three assets outrank connections every time: a sharp specific skill the market pays for, a clear value proposition you can repeat in 15 seconds, and proof you can deliver. Connections amplify these. Without them, even a perfect network sends you nowhere because no one knows what to refer you for.

How do you build credibility when you do not know anyone in the industry?

Publish proof-of-work in public for 60 to 90 days straight. Solve problems for free in industry communities, document case studies, and ship visible artifacts. This converts strangers into warm contacts at zero cost and bypasses the who-you-know moat by becoming someone people want to know.

Does the saying it is not what you know but who you know hold up in 2026?

Partly. Networks still matter for capital, deals, and speed. But online distribution, AI tooling, and proof-of-work portfolios let unknown operators bypass closed circles. The 2026 version reads: it is what you build in public combined with who notices that compounds fastest.

About the Author

Martin Ebongue is the founder of martinebongue.com, an online business and lifestyle design blog focused on helping aspiring entrepreneurs build location-independent businesses. Since 2014, he has been creating and scaling online ventures across multiple niches, from digital products and affiliate marketing to SaaS and content platforms, while traveling the world. He shares the real-world strategies, tools, and systems that work, with a particular focus on AI-powered automation for solopreneurs. Follow him on YouTube, X (Twitter), and Instagram.

Related Reading

• FBC – 4 Part 1 – This is the story of my life: Success, Failure and The Hurdles.
• FBC – 3 – Escape your life of sacrifice! Don’t settle for less than your dream lifestyle.
• FBC – 8 – The Weirdest Challenge To Boost Your Confidence
• Other really cool tips that will give you an unfair advantage

Further reading

• Freedom by Choice Podcast: background interviews and freedom-business case studies on the Freedom by Choice Podcast.
• Martin's Substack: long-form essays on building a business that runs without you on Martin's Substack.
• Stripe Atlas Guide: founder fundamentals in the Stripe Atlas Guide.
• Entrepreneur.com: real-world solopreneur stories at Entrepreneur.com.