Host regular events around something you genuinely love, like wine or golf, to attract clients and prospects who share it.
The idea
Derek Coburn, a wealth manager who co-founded the invite-only community Cadre, calls this passion prospecting. If he loves good wine and hosts wine events regularly for clients and prospects, he attracts people who love it too. Same with golf. Shared interests carry into business: part of why clients pick you is the unspoken sense that they enjoy you and share something with you. Several of Derek's closest friends started as clients, and none of it has ever felt weird to him. We taught the same idea in my coaching: do something you love, invite others to enjoy it with you, and the result matters much less.
How to do it
Pick something you genuinely love doing.
Host events around it on a regular basis.
Invite current clients and prospective clients to enjoy it with you.
Example
Wine doesn't work for me (I don't drink it), so when I wanted to reconnect with a group of people I hosted a hot sauce tasting instead. Find the version that's actually yours.
Watch out for
Taking on a friend who doesn't fit. Derek won't work with a friend below his account minimum as a favor, because it blows up most of the time. He recommends another option instead: unless the need matches what you deliver, it isn't worth risking the friendship.
The "Because I Love ___" Formula: Start from something you love, then plan it by tier: your A's experience it with you, your B's hear about it, your C's see it.
Five Event Types That Add Value: Educational, charity, drop-off, gratitude or fun: build events around something you love and invite people to enjoy it with you.
Choose Who You Work With: Most business problems start with choosing the wrong people to work with. A strong network gives you the luxury of choosing.
Curate Hard: Who's in the room makes or breaks an event. Curate the guest list carefully and pick a venue with character over the default ballroom.