Orbital cooperation: why going out of your way for others still matters in business
By Michaela Krause
In an era where LinkedIn connections are mistaken for real relationships and "networking" often means mindlessly collecting digital business cards, something fundamental has been lost in the business world. Like a satellite drifting off course, we've slowly moved away from what makes professional relationships truly work: genuine human connection and the willingness to help others without expecting immediate returns.
Remember that time you helped someone just because you could? Maybe you made an introduction without expecting anything in return, or shared some hard-earned wisdom with a junior professional? These moments, while seemingly small, create ripples that extend far beyond their initial impact.
The transactional takeover
Today's business culture often feels like a zero-gravity chamber where everyone's floating in their own bubble. "What's in it for me?", “How does that convert” or “How does this help my bottom line?” has become the default setting, while, "How can I help?", gathers dust in the corner. We've witnessed countless "thought leaders" preach about optimizing every interaction for maximum personal gain, turning professional relationships into mere transactions.
But here's the thing: in my two decades of experience in communications, I've noticed that the most successful professionals aren't the ones constantly calculating their ROI on every interaction. They're the ones who understand that business, like space exploration, is fundamentally a collaborative endeavor.
The Stammtisch effect
When the organizers of Berlin's PR Stammtisch recently found themselves without a location just a week before their monthly gathering, one quick email to our team turned into a full-office mobilization. Within hours, we had not only offered our space as well as our event know-how (you know we have an event management division, now, right?) but also had nearly our entire team volunteering to transform our office into an after-hours meeting spot for the local PR community. Because that's just what you do when colleagues are in need.
This monthly Stammtisch isn't our initiative, but it perfectly embodies what we believe in. It's nothing fancy — just communications professionals gathering in a Berlin bar, sharing stories, challenges, and occasionally, their favorite conspiracy theories about who really runs the group chat (even though we all know it’s the intern’s dog). But this simple act of creating space for informal connections has led to more genuine business opportunities than any formal networking event I've attended.
Why? Because when you're sharing a beer and commiserating about that one client every agency has, the one who thinks press releases write themselves and that journalists are only here to follow their instructions, you're building real connections. You're not just exchanging business cards; you're exchanging experiences, insights, and creating a connection. It's like creating your own little gravity field that naturally attracts opportunities.
The long-term impact
Building a business on genuine relationships and willingness to help others creates something more valuable than immediate gains - it creates trust. And trust, in the communication business, is worth more than any short-term win.
We've seen this play out countless times:
Clients choosing us over larger agencies because someone vouched for our authentic approach
Competitors becoming collaborators on projects too big for either of us alone
Former beneficiaries of our help becoming powerful allies years later
The gravitational pull of authenticity
Like Laika herself, who paved the way for human space exploration, sometimes you need to be the first to venture into unknown territory. In a business world increasingly dominated by automation and artificial relationships, being genuinely helpful and human isn't just nice - it's a competitive advantage.
Yes, it requires more effort than sending automated LinkedIn messages. Yes, sometimes you'll help people who never return the favor. But in the long run, the gravitational pull of authentic relationships will create an orbit of opportunities that transactional networking never could.
So next time you're tempted to ask, "What's in it for me?", try asking "How can I help?" instead. You might be surprised by where that question takes you. And if you're in Berlin and want to experience this approach firsthand, the PR Stammtisch always has room for one more. Just don't expect any immediate ROI calculations - we'll be too busy actually connecting (or getting drunk to forget our sorrows). 🚀
P.S.: You want to actually implement this approach without turning your business into a charity? Here's what works for us:
Set aside dedicated time for "help sessions" - whether it's mentoring, advice-giving, or just listening
Create opportunities for community building that can be both - helpful without any back thoughts, but also marketing (e.g. our summer bash)
Share knowledge freely, even with competitors (hi if you are reading this!)
Make introductions without expecting immediate returns, or any return at all (karma points count as well)
Offer genuine support during tough times, not just during good ones
Got anything to add to this list? We’d love to hear your thoughts and secret sauce on how to be helpful. (or where we could do more)