- Andrew Yeung, a former Google and Meta executive, goes to coffee chats three to five times a week.
- This free strategy has helped him 100x his network and grow a 7 figure business.
- He writes that effective coffee conversations involve preparation, clear goals, and thoughtful follow-ups.
Successful networking isn’t just about sending LinkedIn messages, attending conferences and handing out business cards. You also need to build 1:1 relationships.
I spent several years as a product manager at Google and head of business operations at Meta before leaving to build a 7 figure business and invest in over 20 early stage companies.
There is one tool that I have relied on for the past decade to 100x my network. It is a tool that all successful professionals and entrepreneurs in every industry have used. It’s simple, widely accessible and free – yet most people don’t take advantage of it. Enter: Coffee Talk.
Most of my business partnerships, clients, and—dare I say it—friendships began with a coffee conversation.
I have incorporated the regular coffee chat habit into my routine three to five times a week for the past seven years. It’s the one point of leverage that has helped me build my career, and now I’m sharing my formula so others can do the same.
1. Begin with the end in mind
Before starting a conversation with someone, I always ask myself: “What is the outcome of my goal?”. Is it to learn about a specific topic, get feedback on an existing idea, or pitch them to a new venture?
Once I have clarity, I use the outcome of my goal to form three discussion topics or broad questions for the conversation. For example, I recently had coffee with a prominent entrepreneur. I entered with the following goals:
- Learn about its history and founding journey.
- Get his take on the current investment landscape for social products.
- Ask him to speak at my next conference.
Three is the sweet spot because it’s easy enough to remember, but not overly structured to the point where the conversation becomes repetitive and inorganic.
2. Do your homework
Spend at least an hour researching the person you plan to have coffee with. If they are more private, a simple Google search and review of LinkedIn feeds will do. If they’re more public (eg a prominent author), choose to listen to old podcasts they’ve spoken on, watch their YouTube videos, and review their website to get a sense of who they are and what are they working on?
Come up with some specific questions that you believe no one has asked in the past.
3. Modify your request accordingly
In my experience, it’s easiest to get someone to accept a 15 to 20 minute phone call, followed by a Zoom meeting (usually 30 minutes) before coffee in person.
The more prominent or high-profile the person you want to meet, the more difficult it will be to meet them in person.
Modify your request based on your likely relationship with the person. You might just get a 15-minute phone call with the CTO of a billion-dollar company versus a bike ride with your new colleague at the company.
4. Listen to learn, not to respond
Come prepared to learn, but don’t overschedule your coffee conversation. Avoid putting the other person in the hot seat by barraging them with questions about their past. Instead, keep it organic and start with broad, open-ended questions that allow the conversation to flow.
While you should have an agenda in mind, let their answers to the previous questions guide the conversation naturally. Don’t make it seem like a difficult job interview.
5. Save your request for later if it doesn’t add value
If you have a request (eg, asking for a job referral, selling your service, seeking investment), save it for after your conversation, unless it comes up naturally or was the intent of your original conversation.
Adding a question surreptitiously can throw them off and derail the conversation. They may think you are alone DECEPTIVE those.
Feel free to ask, “How can I help?” but only if you mean it. This gives you an opportunity to be useful and pursue something worthwhile. In building relationships, I follow the rule of: Give, Give, Give, Ask. Give three times before you ask once.
6. Bring a gift
Gift giving, when done right, can be a powerful way to build new relationships.
I don’t want to bring flowers (yikes) or buy them a new Rolex, but instead, a metaphorical gift that has business value. Research the person you want to meet and bring new ideas to solve their problem.
I recently had coffee with a retired entrepreneur who sold his company for nine figures and was building a new startup in another space I was familiar with. I pitched five ideas that I believed could improve his brand and product strategy, and he was delighted. The next day, he offered to fly me to another city to have dinner with him and the team.
7. Escort
In most cases, the chase is where the action happens. Take notes during the conversation with a pen and paper (in some settings, using a phone or laptop may seem rude). Follow up within 48 hours of meeting with them with a thank you note and an outline of next steps. They will appreciate your punctuality and organization.
Out of the last hundred coffee conversations I’ve had, less than five people have done this. Doing this automatically puts you in the 95th percentile of people I’ve dated.
Put it into action
Remember, a coffee chat is often just the beginning of your relationship. Although it’s limited to what you can accomplish in 30 to 60 minutes, it can open the door to more opportunities and conversations down the road.
Try this:
- Make a list of 10 interesting people you want to meet this month.
- Contact them with a template.
- Aim to meet three of them – and use this formula.
Finally, if you are lucky enough to be in a position where many people are searching YOUR time, consider the return. Twenty minutes of your time can inspire someone to make a positive, life-changing decision that would never have happened otherwise.
Andrew Yeung is a former Meta and Google employee who now hosts tech parties Andrew’s Mixers, runs a tech events company at Fibe and invests in Next Wave NYC.