Episode 531: How to Build a Million Dollar Network With Selena Soo
Have you ever heard the phrase “your network is your net worth”? While that saying has been around for years, my recent conversation with super-connector Selena Soo took this concept to an entirely new level. Selena just released her new book, “Rich Relationships“, and our discussion revealed powerful insights about building authentic connections that can transform your jewelry business.
As someone who's built multiple successful businesses through authentic relationships, I was fascinated by Selena's structured approach to what many of us do instinctively. Whether you're just starting your jewelry brand or looking to scale to seven figures, this episode provides invaluable insights into building your million-dollar network.
In this episode, you’ll learn:
- [06:01] Why the fastest way to create a million-dollar business isn't ads – it's people who want to see you win
- [12:01] The five types of relationships every successful entrepreneur needs in their network
- [16:30] The six circles of connection framework that will transform how you view relationships
- [26:10] How to avoid being a “transactional giver” and create authentic win-win connections
- [39:49] The “generosity fund” strategy and why breathtaking generosity beats follow-up emails every time
Why Your Rich Relationships Matter More Than Ads
One of the most powerful takeaways from my conversation with Selena was her realization about the true value of relationships versus paid advertising. After investing $7,000 in Facebook ads without generating a single sale, Selena had an epiphany: What if she invested that same money directly into her relationships instead?
This led to her creating a “generosity fund” — a dedicated budget for supporting and nurturing her network. The results were transformative, proving that your most valuable business asset isn't your ad budget, but your web of authentic connections.
The Five Essential Relationships Every Jewelry Business Owner Needs
According to Selena, there are five critical relationship types that every entrepreneur needs to succeed:
- Mentors – People who have already figured things out and can provide shortcuts
- Peers – Those on a similar journey who understand your challenges
- Promoters – People who spread your message (media, referral partners, super connectors)
- Team Members – The people closest to your business who help execute your vision
- Confidants – Those you can be your authentic self with through highs and lows
I found this framework incredibly clarifying. As jewelry designers, we often focus solely on customer relationships, but this broader perspective helps ensure we're building a complete network that supports sustainable growth.
The Six Circles of Connection Framework
My favorite part of our conversation was learning about Selena's “Six Circles of Connection” framework. This simple but profound system helps you categorize your relationships and clarify who deserves your focus and energy:
- Circle One: People you're doing life with day-to-day (1-3 people)
- Circle Two: Your most trusted connections who would drop everything to help (5-12 people)
- Circle Three: Your active network – people you trust and recommend
- Circle Four: Distant connections you keep at arm's length (new acquaintances, misaligned values)
- Circle Five: Disconnected relationships (toxic connections or those who betrayed trust)
- Circle Six: Unknown – people not yet in your network
This framework completely changed how I think about my own network. It gives you permission to prioritize certain relationships while maintaining healthy boundaries with others.
Moving Beyond Transactional Networking
Another game-changing concept Selena introduced is the three types of givers:
- Indiscriminate Givers – Those who give to prove themselves but end up depleted
- Transactional Givers – Those who give expecting equal return (the “relationship bank account” approach)
- Rich Givers – Those who give intentionally and create space to receive as well
Many jewelry entrepreneurs fall into transactional giving, tracking every favor and expecting immediate returns. According to Selena, true rich relationships aren't about tit-for-tat reciprocity but about creating energetically abundant connections where both parties naturally want to support each other.
The Power of “Breathtaking Generosity”
One of my favorite concepts from Selena's book is “breathtaking generosity” – giving in a way that literally takes someone's breath away. There are two main approaches:
- Being a Pain Detective – Noticing when someone is struggling and showing up first
- Being a Dream Amplifier – Proactively supporting other people's biggest goals
This doesn't require huge financial investments. Sometimes the most meaningful support is simply recognizing someone's challenges or amplifying their work to your audience.
Take Action: Build Your Own Million-Dollar Network
My conversation with Selena reinforced something I've always believed: your business is only as strong as your relationships. Here are three steps you can take immediately:
- Identify your relationship goals: Get clear on your business vision so you can attract aligned connections
- Map your current network: Use the six circles framework to assess where your relationships stand
- Create your generosity fund: Start setting aside even a small budget specifically for relationship-building
Ready to dive deeper into rich relationships? Get the first four chapters of Selena's book for free, plus her relationship scripts at richrelationshipsbook.com/creativesrule.
And if you want more relationship-building strategies, listen to the complete conversation with Selena on your favorite podcast platform. Please leave a review if you found it valuable!
xo, Tracy
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Links in this episode:
Follow @selena_soo on Instagram!
Rich Relationships Book by Selena Soo
FREE GUIDE: Tariffs, Pricing and Your Independent Jewelry Brand
Buy My Book: The Desired Brand Effect