In the high-stakes world of marketing and business development, most professionals drift from one campaign to the next without a clear sense of direction. We often find ourselves chasing the latest algorithm hack or a viral content trend, only to realize at the end of the year that our high-value relationship building efforts haven't moved the needle. The difference between a brand that scales and one that stagnates usually comes down to strategic networking tips and the ability to identify exceptional talent before the rest of the market catches on. As we approach 2026, it is time to move away from transactional deals and toward a philosophy of long-term investment in people.
This article deconstructs the 'Hang Around the Hoop' strategy—a networking philosophy that prioritizes the founder over the idea. By reflecting on the experiences of top-tier investors and creators, we can build a framework for creator partnerships that doesn't just generate a few clicks, but builds a sustainable competitive advantage. Whether you are a brand founder or an agency lead, these principles will help you stop guessing and start building business partnerships that actually compound.
The 'Founder Over Idea' Principle: Why the Person Matters More Than the Product
One of the most expensive mistakes a brand can make is falling in love with a specific content idea or a product pitch while ignoring the person behind it. In a recent discussion on the Where It Happens podcast, entrepreneur Greg Isenberg shared a story of a $30 million to $60 million mistake. He met a founder he believed in, but because the specific business idea didn't seem right at the time, he declined an equity stake. Within months, that founder pivoted, and the business became a multi-billion dollar rocket ship. The lesson? Always bet on the talent, not the current iteration of the idea.
In the context of influencer marketing strategy, this means looking for 'killer' creators who are talent magnets. These are individuals who may be small now but possess the intellectual curiosity, work ethic, and audience engagement that suggest an inevitable upward trajectory. When you find these people, your goal shouldn't be a one-off post on TikTok or Instagram; it should be finding a way to get in the room with them. Smart brands invest in the creator’s vision, knowing that the specific 'what' will likely change as they scale.
When vetting potential partners, ask yourself: Is this person a truth-teller? Do they have a track record of adapting to new information? Success in 2026 and beyond will belong to those who treat creator partnerships like venture capital investments. You aren't just buying ad space; you are buying into a person's future output. If you only look at the 'idea' (the current content style), you might miss out on the next big pivot that changes the industry.
What it Means to 'Hang Around the Hoop' in Professional Networking
The term 'Hang Around the Hoop' comes from basketball, but in business, it refers to the strategy of staying close to high-value opportunities even when a deal isn't immediately apparent. In private equity, firms often place bids on companies they know they won't win. They do this to stay in the conversation, so if the lead bidder falls through, they are standing right there to catch the rebound. This is a masterclass in entrepreneur networking.
Applying this to building business partnerships with creators means maintaining relationships even when the timing isn't right. Perhaps a creator's rates are too high for your current budget, or your product isn't a perfect fit for their current niche. Instead of walking away, 'hang around the hoop.' Check in quarterly, share their content, and provide value without asking for anything in return. When that creator decides to launch a new channel or your budget increases, you will be the first person they call.
Strategic patience is rare in an era of instant gratification. However, the most high-value relationship building happens in the quiet moments between campaigns. By staying in the 'room where it happens,' you position yourself to capitalize on shifts in the creator economy. This approach is far more effective than trying to compete for attention when a creator is already at their peak and every other brand is using Meta Ads Manager or Google Ads to reach the same audience.
How to Identify 'Killer' Creators and High-Talent Partners Before They Peak
Finding the right partners requires more than just looking at follower counts. You need to identify the 'killer' instinct—the drive to create, iterate, and dominate a niche. These creators often show early signs of audience quality and high engagement long before they reach the millions of followers mark. They are the ones who treat their content like a business, focusing on strategic networking tips and community building rather than just vanity metrics.
Vetting these creators manually is exhausting. This is where modern tools can bridge the gap. Platforms like Stormy AI allow brands to perform deep influencer analysis and vetting in seconds. By using AI to detect engagement fraud and analyze audience demographics, you can identify which creators are actually building a loyal following and which ones are just 'boat anchors' in your marketing budget. When you find a creator with a high content quality score and a genuine connection to their fans, that is someone you want to 'hang around the hoop' with.
Look for creators who are talent magnets. Do other creators want to collaborate with them? Do they consistently spark conversations on LinkedIn or X/Twitter? These are the leading indicators of future success. By building business partnerships with these individuals early, you secure lower rates and higher loyalty, creating a moat around your brand that competitors can't easily buy with Apple Search Ads.
Overcoming the 'Strong-One Complex' to Build Deeper Partnerships
A significant barrier to high-value relationship building is what many call the 'Strong-One Complex.' This is the tendency for high-performing founders and marketing leads to carry every burden alone, rarely admitting when they are uncertain or overwhelmed. While this might look like strength from the outside, it actually creates an 'invisible emotional tax' that prevents deep, authentic connections with partners.
To build a truly impactful influencer marketing strategy, you must be willing to be a truth-teller with your partners. If a campaign isn't working, or if you're unsure about the direction of a product, share that with your core creators. The best partnerships are forged in the 'meaningful struggle' of solving problems together. When you stop trying to have all the answers and start asking the right questions, you invite your partners to take true ownership of the brand’s success.
This level of vulnerability leads to better strategic networking. It moves the relationship from a vendor-client dynamic to a co-founder dynamic. Creators are often more willing to go the extra mile for a brand that treats them as an intellectual sparring partner rather than just a distribution channel. This approach helps you cut the 'boat anchors' of ego and self-limiting beliefs that hold back most marketing departments.
The Partnership Annual Review: 7 Questions to Reset Your Direction
To ensure your influencer marketing strategy is on track for 2026, you must engage in a rigorous reflection process. Drawing from the 'Personal Annual Review' framework, brands should ask these seven questions regarding their creator relationships and entrepreneur networking efforts:
1. What did we change our mind on this year?
Identify the software updates your brain underwent. Did you realize that micro-influencers are more effective than celebrities? Did you shift your focus from YouTube to UGC for mobile app campaigns? If you haven't changed your mind, you haven't been paying attention to the data.
2. Which partnerships created energy?
Some creators make the work feel effortless. They provide breakthroughs and 'hard-earned wins.' These are the 110% believers. You should prioritize these high-value relationship building efforts in the new year.
3. Which partnerships drained energy?
Identify the 'shower people'—those who make you feel like you need a reset after every call. Even if they have a large following, the energy drain often outweighs the ROI. Use tools like a creator CRM to track these interactions and phase out draining accounts.
4. What were the 'boat anchors' in our strategy?
Are you holding onto outdated mindsets? Are you stuck in recurring meetings that could have been an asynchronous Notion doc or a Loom? Cut the drag to operate at full power.
5. What did we not do because of fear?
Did you avoid a bold campaign because you were afraid of 'shameless self-promotion'? Fear thrives in the darkness. Shine a light on your 2025 hesitations to ensure 2026 is defined by action.
6. What were our 'greatest hits'?
Reflect on the moments where everything clicked. Analyze the common threads between your most successful creator collaborations. Was it the creative freedom you gave them? Was it the AI-personalized outreach that started the relationship?
7. What are the core learnings for 2026?
Synthesize everything into 5-10 actionable principles. This becomes your playbook for building business partnerships moving forward.
Conclusion: Staying in the Room Where it Happens
Building high-value creator partnerships is not a matter of luck; it is a matter of strategic networking and intentional reflection. By adopting the 'Hang Around the Hoop' philosophy, you ensure that you are always positioned to catch the next big opportunity, even when the market is volatile. Remember that the founder over idea principle applies just as much to creators as it does to tech startups. Find the killers, support their vision, and be a truth-teller in all your dealings.
As you plan for the upcoming year, don't just add new goals—cut the 'boat anchors' that are holding you back. Whether it's shifting your budget toward UGC creators or utilizing Stormy AI to automate your discovery and outreach, the goal is to operate at full power. The most extraordinary results come to those who have the clarity to see where the talent is going and the patience to stay in the room until the breakthrough happens.