It’s Not About Size. It’s About Access To The Right People

Success doesn’t come from going it alone but from having meaningful access to others. 

The ability to connect, collaborate, and build alongside like-minded people is what fuels creativity, innovation, and sustainable growth. It’s not just about being part of a space, it’s about the relationships that form within it.

Meaningful access to the right people opens doors. It involves creating an environment where ideas thrive through conversation, feedback and co-creation rather than existing in silos. 

For years, a dominant narrative has been built around individualism. 

This focus on self has often confined us to the social platforms we use, where we simply broadcast our thoughts. However, looking more closely, we see that the true winners are not those who isolate themselves in their own corners. Instead, they are the people who surround themselves with others who challenge, inspire, and support them.

Access to each other means moving beyond the idea of self sufficiency as a virtue. Instead, it highlights the importance of interdependence. This is the ability to lean on others, share knowledge, and build something greater together than what we could alone. It’s the smartest way forward.

When I launched YATM Club, our membership space, the narrative was primarily shaped by me. This is common in many communities, where the leader guides the learning process. For many new members, this was their main reason for joining.

For example, I was the sole instructor for the sessions, which were structured like tutorials. When it came to sessions focused on growing your newsletter, I shared my experiences with YATM over the years. I began to notice that the members joining the YATM Club brought their own experiences and valuable lessons via the creative formats and platforms they use. It’s important to acknowledge and appreciate the talents of others in this context.

There has been a shift. We started to introduce sessions in YATM Club, called Swapsies. This is where people share what they have learned and we can figure out together. It’s similar to a dinner with friends where everyone brings a dish to share. The idea is that the collective effort makes the meal better than if just one person were to prepare everything.

We have had a session on writing a book, from people who have published books and in a few weeks we’re going to step into the world of newsletters and we’ll share with each other our knowledge. Not in a one to one (interview) format, but one to group. From sharing our goals for having a newsletter, which email service provider works best, to ideas to attract subscribers, we’ll have it covered.

It’s the access to each other, within shared disciplines that opens up deeper knowledge.

The fixation on audience growth has caused many people to prioritise numbers over relationships. A large audience is insignificant without access, engagement, trust, or a real exchange of value.

When people feel like they have access to each other, opportunities happen. Ideas form faster, feedback is more immediate, and you recognise support. This is where co-creation works because when people feel connected, they naturally collaborate and push each other forward.

I have seen it for myself, in YATM people help each other and delivery becomes stronger. 

Playing a numbers game leads to empty outcomes. 

What happens is that focus shifts from what can we do together, to short-term gains, namely ‘what can I get from this person?’ True access is about long-term collaboration, ’How can we create something valuable together?’

The communities that thrive aren’t built on cold introductions; they’re built on trust, shared experiences, and the willingness to give as much as we receive.

Creativity doesn’t happen in isolation. The best ideas emerge from discussion, from challenge, from the collision of different perspectives. 

Since 2023 I have taken the approach of doing more with the people who are on the same team. This has meant more people lead, host events and we look and assess together. A leader becomes part of the team, not dictating the offering.

When you have access to each other, you:

1) Test ideas quickly. Instead of second-guessing where it’s all on our shoulders, we can share early concepts and refine them through feedback.

2) Move faster. With trusted people around you, you don’t waste time figuring things out alone, you can draw from collective knowledge and that’s powerful.

3) Stay accountable. Knowing that others are invested in what you’re creating keeps you motivated and committed.

4) Find opportunities you wouldn’t have alone. Whether it’s a collaboration, a new project, or a shared venture, access opens doors that isolation never could.

True access isn’t just about being in the same space, it’s about participation, contribution, and mutual support. Here are some ways that have helped me shape:

1) Make interaction easy. Whether it’s through meeting up in person, ways to keep the conversation ongoing ie. WhatsApp, or collaborative projects, create spaces where people can engage naturally.

2) Encourage open sharing. The more we can share ideas, the more we build trust. Holding everything close because of fear of competition limits everyone’s growth.

3) Support before asking. The best way to gain access to others is to offer value first, help, listen, and contribute without an immediate expectation of return. People need to see the proof and the effort first before they step up. I realised that is such an important two step approach. Let people see, then they commit.

4) Break down barriers. Avoid rigid hierarchies where only a few people hold influence. True access means everyone has a voice and an opportunity to contribute.

Momentum isn’t about reaching out, it’s about being reachable. One of the most powerful things you can do is be available to others. That doesn’t mean stretching yourself thin, but it does mean creating an environment where people feel comfortable stepping up and having a conversation with you.

Communities work when leaders are present and engaged. These leaders are not distant figures but active participants in conversations, projects, and collaborations.

When you remove the pedestal and become more accessible, better relationships are formed.

The effort around co-creation is something I am always learning about. Here are three key shifts that I have noticed where more of team effort takes centre stage.

1) Move From Gatekeeping To Openness. Rather than keeping knowledge, opportunities, or connections exclusive, embrace a culture of sharing. The more people feel included, the more they will contribute.

2) Move From Networking To Relationship Building. Instead of seeing people as contacts to leverage or a pursuit of more subscribers, see them as partners in growth.

3) Move From Passive Consumption to Active Participation. Don’t just gather an audience, empower them to be part of something. You have to find ways for people to join in, when they are ready.

Think of access like a living network, a continuous exchange of knowledge, support, and ideas that fuels collective momentum. When we nurture connection, people don’t just participate; they stay, invest, and help sustain the community.

The future of marketing, business, and creativity isn’t about competition, it’s about collaboration. Those who embrace a ‘we’re all in this’ culture will build the strongest communities, the most impactful collaborations, and the most meaningful work.

The real question isn’t whether you have an audience, it’s whether you’ve built a space where the right people can actively contribute and support each other.

In the end, success isn’t about standing apart. It’s about standing together.