Relationships of Reciprocity
At a recent BXN networking event in Buda, Texas and following the standard introduction of each business owner and company pitch, we pivoted to a group discussion. We split up into groups of ~ 5 people per table to discuss the following three simple questions put forth by the BXN host, questions intended to solicit peer feedback and assistance.
1. As a business owner, what is your superpower?
2. How do you gain your client’s trust?
3. What is a business challenge you need help to overcome?
As a small business, I’ve learned – and continue to learn – a plethora of insights and essentials needed to start, maintain, and grow the business. For me, the most valuable of these skills lies in my superpower which brings authenticity to my interactions and value to my clients.
My Superpower
On July 27, 2025, I crossed the six-month milestone of launching my business, Matilti Web Design. Having experience with WordPress since 2009 and Wix since 2022, I decided SquareSpace would be the best web hosting platform upon which to build my website business. Quickly, I turned to identifying networking opportunities and let other business owners know I had something unique to offer beyond the creative endeavor of web design. I came upon the scene of business ownership because my previous role as an employee intranet manager (using the SharePoint Modern Communications platform) provided an opportunity to collaborate with people to achieve a business goal. I discovered great professional reward in being of service to others as I guided them to a viable, creative, and engaging website. Throughout the years, I practiced consistent communication, like periodic updates, with my stakeholders. One of my most valued compliments came from a peer who shared with me: “I appreciate the way you keep me up to date on your projects and know that, although I may not be able to reply each time, I know things are progressing well. And you know when to reach out to me for help thanks to your communications.”
Therein lies the answer to that first BXN table topic – my superpower lies in thoughtful, strategic, and consistent communication with the client. To be successful, I must communicate in an authentic and genuine style in the service of helping the client achieve a business purpose. Whether as a communications professional or business owner, I must be aware and sensitive to this fact from the client’s perspective. My expertise is being called upon to solve a need or challenge, and it’s the number one priority of our relationship. I am a guide offering a solution and must communicate what lies along the road ahead.
Gaining Trust
Communication also becomes a method to gain a client’s trust which addresses question two of our BXN group discussions. To the person who turns to your expertise, services, or products, their need is likely one of various priorities they are juggling for their business. They usually want to know things are progressing as planned with brief yet thorough updates, also known as “push communication.” The opposite of this style, “pull communication,” places the task of asking for updates onto the client who, again, is usually juggling multiple priorities.
For instance, at our discussion table was Vincent and Kai Law of Rose of Texas Caregivers (RTC) who own an elderly-assist company for individuals and families who need homecare assistance. Vincent explained, "We provide a service based on needs, not wants. Life circumstances have brought the family to make this difficult decision to seek professional care, and the elderly individual is their priority. We are sensitive to this, which is why we actively reach out to the client and family keeping them updated of any and all changes.” RTC keeps this family priority at the forefront of their client’s care and interactions. Their clients want reassurance that their loved one is in trusted hands, and RTC earns that trust by, first and foremost, being authentically involved and attentive in that care and, likewise, keeping the family informed of their client’s care. By following this business tenet, RTC‘s approach to caregiving services will grow in awareness and recognition among peers and clients alike.
Imagine a scenario where a realtor is helping a family downsize for the transition of a family member and that realtor happens to know a caregiving service that might be helpful to the realty client. In old-school vernacular, this attentive care and communication will reap reward in the form of trusted word-of-mouth referrals. These days, I prefer the term relationships of reciprocity.
Business Challenge
The hard truth is small business ownership is not for the faint of heart. Yes, it requires all the usual traits familiar in the business world: Focus, commitment, and confidence. Yet, they feel like feeble words to the actual work and sacrifice required to persevere as I look back upon the nascent half-year of Matilti Web Design. Gaining a foothold, growing upon each success, and establishing stability are the urgent daily needs of business ownership and, by extension, family livelihood. Ownership can even require making difficult decisions about quality of life or downsizing the norms to weather the short-term storm toward a sunnier business outlook.
Fortunately, there are a ton of resources and people willing to help along the path to independent ownership. Sure, there are people and competitors with whom a new owner will cross paths who might be skeptical of or threatened by another competitor. In my experience, though, the best option is to practice goodwill, lend a hand, and build a network of like-minded professionals because we recognize that building a business from the ground up can be a lonely, slow, and challenging endeavor; it can also reap long-term reward and balanced wellbeing. Extending goodwill implicitly states: You’re not alone as an entrepreneur, let’s share and learn together.
And, yes, the path to steady website design business is long and slow but it isn’t isolated to just my chosen profession. Repeatedly, I have heard from veteran owners that a new business should brace itself to see its efforts bear fruit between 6-24 months. This truth is the answer to the third BXN question – my business challenge is to secure business while impatiently waiting for my networking seeds to take root for an unknown future. I’m here to offer my services for business owners to boost their revenue, be discovered in Search, and, simultaneously, build a network of trusted referrals. The work has been sporadic, discounted, and, on occasion, complimentary in service of building those long-term relationships of reciprocity. We’re all counting on them.
