C-Suite to Main Street: Building the Network That Builds Your Business

Most entrepreneurs have heard the adage, “Your network is your net worth.” But building a network that actually supports and sustains your business takes more than collecting contacts and adding people on LinkedIn. A truly valuable network is created through intentional relationship-building, strategic thinking, and a deep understanding of your customers.

In this installment of CO—’s C-Suite to Main Street series, Vice President and Editor-in-Chief Jeanette Mulvey sat down with Cate Luzio, Founder of Luminary, to discuss how she scaled her global professional education and networking platform by putting community, collaboration, and customer insight at the center of her business. 

Build your business on strong relationships, not transactions

Throughout Luzio’s career journey from finance executive to founder, she’s maintained one core belief: relationships drive growth. That philosophy shaped the idea for Luminary, a membership-based platform designed to connect people through shared learning, mentorship, and support, rather than transactional exchanges.

“Your network … [is] not just about how many people you know,” said Luzio. “It's really about how deeply you invest in relationships.”

For small business owners, that means shifting how you think about networking altogether. Instead of approaching interactions with a “what can I get?” mindset, focus on creating genuine connections before you need them.

“Networking relationships are a two-way street,” Luzio explained. “If you go into building a relationship with just wanting something, it will fail.”

[Read more: How to Network With Other Entrepreneurs: 7 Tips for Success] 

Collaboration expands opportunity

While many entrepreneurs focus on outperforming competitors, Luzio takes a different approach: collaboration creates more value than competition alone.

“Collaboration expands the pie; competition … shrinks your thinking,” she said. “If and when you're able to partner, share, [and] support others, … you create much bigger ecosystems versus silos, and that's where the real growth happens.”

Luzio scaled Luminary based on this philosophy. Instead of opening locations in multiple cities, she partnered with other business owners to create a network of shared spaces, which benefited both her company and her partners. Today, Luminary has grown into a network of nearly 50 partner locations, expanding access and visibility for all involved.

Whether it’s collaborating with complementary brands, sharing audiences, or building joint offerings, working together can create more opportunities for small businesses and their would-be “competitors.”

Luzio also cautioned against getting too focused on competitors, especially in the age of social media.

“People get so down the rabbit hole when they look at their competitors or their peers on social media,” she said. “You start to forget what lane you're in.”

Staying focused on your own strategy while remaining open to collaboration is what drives sustainable growth.

[Read more: 7 Small Business Organizations for Entrepreneurs Looking to Network] 

Stay customer-focused and strategic when scaling your business

As a self-funded business, Luminary had a key built-in advantage in its early days: the ability to grow deliberately in the direction Luzio wanted.

“I didn't have any investors telling me how to build, what to build, how fast to build,” she told CO—. “I could actually take in real customer feedback … [about] what kinds of products and offerings … to put forward to our B2B and our B2C community.”

That customer-first approach continues to shape how the business evolves, from programming to product offerings to new revenue streams. But customer feedback isn’t the only factor to consider when scaling. 

Before adding a new product or service, Luzio recommends assessing both the financial and operational impact: how much time, money, and team resources it will require, and what value it will deliver to customers. This is all part of the foundational work some entrepreneurs skip: building a business plan, understanding financial projections, and defining success early on.

“[Most] business owners … have never done a full business plan [or] financial projections,” she noted. “In order to figure out how much you actually need to run a business, you've got to go through those exercises.”

That clarity becomes essential when deciding how to invest limited resources and when to pursue new opportunities.

[Read more: Creating a Financial Forecast for Your Startup Business Plan] 

Embrace the challenges (and the rewards) of entrepreneurship

Despite her success, Luzio admits that entrepreneurship is both deeply rewarding and incredibly difficult. From navigating uncertainty to managing constant pressure, the journey can be isolating, especially for founders without partners.

“If I had known how hard it was going to be, I wouldn't have done it,” said Luzio. “But hindsight 20/20, it's the best thing I've ever done. That risk [and] reward is something that you have to balance every single day.”

For entrepreneurs willing to take the risk, the key is building a support system rooted in relationships, collaboration, and a clear understanding of your customers. Because ultimately, the businesses that grow and thrive aren’t built alone; they’re built through the networks that support them every step of the way.

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.