Invest in Others to Get a Return From Your Community

I’ve often compared being a founder and CEO to parenthood. In many ways, growing a business is like raising a child, particularly when it comes to your “village.” You may be able to ideate and create your product (or service) alone, but when it comes to launching and scaling, there is a whole team of people who can help you succeed in a variety of ways. 

IB: With over 20 years of experience in the wine and spirits industry and five years in music, I’ve organically built my network through deliberate global relationship-building. It’s never been about transactions; it’s about genuine connections. My community isn’t just marketers or executives—it includes bartenders, winemakers, sommeliers, and enthusiasts. These are people I’ve built meaningful relationships with over time. 

DW: Meaningful relationships, yes! Prior to founding Partake, I spent 10+ years in CPG, and building those relationships was never about “growing my network.” I am a curious person, I love to learn, I want to share information, and, for me, it was about weaving into the fabric of an industry I am really passionate about.

IB: Yes! Be a good community member and be patient! Building a community takes time, energy, and genuine interest. It’s not something that happens overnight, and it’s important that your efforts are reciprocal. You have to invest in others, not just look for what you can get in return.

DW: The same can be said for building relationships with customers. As a food allergy parent, I was an active member of that community. But after I launched Partake, I realized how much more I could understand different perspectives and lived experiences—even within my own community. I still read all the emails that come into our customer-support email, because there’s never going to be a day when I say, “That’s it! I’ve learned enough about what our customers need and want!”

With that said, social media offers a buffet of opportunities to build networks and community while getting real-time feedback and advice. In the early days of Partake, I cold-emailed hundreds of people on LinkedIn—from industry leaders to ingredient suppliers to potential investors. I figured the worst that could happen was that they wouldn’t respond, and the absolutely wonderful thing is that many of those folks did respond and continue to be part of my life today. Ingrid, how do you find social media best supports you? 

IB: Instagram has played the biggest role in building my community. From the very beginning, I made the conscious decision to share the entire process—starting with the concept of IBest Wines, through our visits to the vineyards, and even moments of uncertainty. It’s important for me to connect with people authentically, and Instagram has been a key tool for that. To your point, Denise, I’ve recently started focusing more on LinkedIn, and I’m learning how to cultivate that community as well. Your advice is appreciated—shoot your shot!DW: Exactly. If you don’t reach out, the answer will be “no” 100 percent of the time. For Partake, we share a bit of the process on social media, but we also keep an eye on ensuring that our mission of radical inclusivity comes through. We appreciate that social media allows us to have two-way conversations, not just about our brand but about the larger issues our community faces, like food insecurity and food allergy awareness.We talk to our customers regularly and include them in our innovation process. We’re consistently engaging with our community through surveys, social-media polls, and direct conversations. For instance, our expansion into graham crackers and vanilla wafers came directly from customer requests. Our community lets us know what they need, and we listen. That feedback loop is crucial to scaling, because if you’re not aligned with what your audience wants, what’s the point? Ingrid, how do you leverage your customer community for feedback and product innovation, and why is that an important part of scaling a business?IB: In the early days of building IBest Wines, we conducted focus groups in the U.S. and South Africa where we sampled hundreds of wines. You can’t build a brand in isolation—you need to consider your customers and community from the very start. They give you real, actionable insights. This has been critical for us, especially when it comes to refining our product and ensuring that we’re meeting the needs of our audience.

DW: Completely agree. It’s also easy to feel alone as a founder. Particularly when you’re a solo founder just starting to build a network. I spoke a bit about cold messaging on LinkedIn. Ingrid, what are some actionable steps that you recommend to folks building a network?

IB: First and foremost, don’t be afraid to tell people what you need, and be clear about how they can support you. Building a network is about communicating your needs and being intentional. Another key step is showing up. Attend events, join industry groups, and get involved. The more present you are, the more opportunities you’ll have to build meaningful relationships.DW: I agree—showing up gets you halfway there. I’d also add that it’s OK to start small. Send that cold email, attend local meetups, or join virtual groups in your industry. Also, ask for an intro! Some of the most impactful mentorships I’ve gained started with a simple email introduction. Be genuine, be specific, and don’t be afraid to ask for advice.IB: And offer to collaborate! There are endless opportunities to cross-pollinate ideas and learn from each other’s best practices. Sometimes all it takes is reaching out to another founder and saying, “let’s brainstorm together,” or “let’s work on a project.” The more we share and collaborate, the more opportunities we unlock to support one another and grow together.DW: Absolutely. Some of our most successful partnerships have come from collaborating with like-minded brands. We’ve partnered with companies that share our values around allergen-free food to host joint events, cross-promote products, and even create co-branded products and campaigns. When you find the right partner, you can tap into each other’s audiences and grow in ways that wouldn’t be possible alone.

Ingrid, thank you for joining me in this important conversation. With all you’re building at IBest Wines, you exemplify how community and network-building are integral to business growth. I’m excited to watch your journey and wish you all the success! 

And to fellow founders just getting started, whether it’s leveraging customer feedback for product innovation, using social media to engage authentically, or nurturing relationships, the key takeaway is that these connections must be genuine, reciprocal, and intentional. 

Building a strong community and network might seem daunting, but I hope Ingrid and I are proof that, by being clear in your intentions, showing up consistently, and collaborating with others, you can create a solid foundation that will support your business as it grows.