Building Success Through Connections: Beau Lane’s Networking Lessons for Career and Business Growth

In the fast-paced world of marketing and advertising, success often hinges on the strength of the relationships you build. For Beau Lane, Executive Chairman at LT, networking has been a cornerstone of his personal and professional growth. From his early days in advertising to the successful merger of E.B. Lane with Terralever, Lane’s career journey offers valuable lessons in the power of building lasting connections.

Lesson 1: Start Early and Be Bold

Lane’s first encounter with the power of networking happened unexpectedly during his college years. While driving to the University of Denver from Phoenix, he was speeding through New Mexico at 110 mph. The result? An arrest for speeding left Lane with a choice: spend two weeks in jail waiting for the judge or pay $500—the same $500 he had saved for textbooks. He chose freedom, but now he needed a way to pay for his books.

In a bold move, Lane approached the school newspaper and asked for a job. He recalls, “I walked over to the school newspaper and asked, can I work for you?” They didn’t need writers, but they offered him a position selling advertising. What started as a temporary solution to fund his textbooks quickly became a success. Lane’s ability to connect with local advertisers led to such high ad sales that the paper had to expand to accommodate all the ads. This experience solved his financial dilemma and directed his career in advertising.

Later in his career, Lane continued to use bold strategies to stand out. While searching for advertising jobs, he sent 50 agencies in Denver a box of fortune cookies, each containing a custom message: “See your fortunes grow with Beau.” Lane advises, “Never hesitate to be bold; be less afraid of rejection. You must understand early on that every no brings you closer to a yes.”

Lesson 2: Relationships Are the Foundation of Business Growth

After working in advertising and radio media sales in Colorado, Lane joined E.B. Lane, his family’s advertising business. Despite taking a significant pay cut to become an assistant account executive, Lane saw the long-term potential of the opportunity. His ability to foster personal connections played a key role in growing the agency’s client base and, ultimately, led the business through a successful merger with Terralever.

Lane’s approach to networking was simple yet effective: building personal trust and relationships with clients was just as important as delivering exceptional work. When Lane began discussing the merger with Chris Johnson, the CEO of Terralever, their relationship developed slowly over time. “We’re very different people with different mindsets and different ages. But what made it work was the shared values. Then we both had strengths to bring,” Lane explains.

These shared values and mutual respect made the transition smooth. The merger created a "1+1=3" scenario, meaning the combined strengths of both agencies brought more value to clients than either could have offered on its own. Lane's relationships with clients and professionals played an essential role in facilitating this success.

Lesson 3: How to Network and Maintain Relationships

Lane highlights the importance of actively participating in events and taking advantage of community opportunities. By going to events, you never know who you might meet—whether it’s someone in your field or someone entirely unexpected. “Sometimes, it'll energize you. You'll connect with somebody who will benefit you ten years down the road. It’s a long game,” he notes. Many of Lane’s relationships, built over 10-15 years, have come back to benefit LT in unexpected ways.

Maintaining relationships is just as important as building them. Lane’s extensive network, humorously referred to as the "Beau-lodex," has been one of his most valuable tools over the years. He believes that the key to successful networking is not just making connections, but nurturing those relationships over time. “You never know when you might need to reach out or when a past connection will lead to new opportunities,” Lane explains.

Lesson 4: Engage, Ask, and Listen

The fundamentals of relationship building when networking can be broken down into three simple steps: be positive, engaging, and asking questions. “People love to talk about themselves, so be curious and interested,” Lane emphasizes. He also suggests being genuine in your interactions, as authenticity goes a long way in forming meaningful connections.

In addition, Lane highlights the importance of making an excellent first impression and being someone people want to engage with. “Be an uplifting person that people are drawn to,” he says. This, combined with showing empathy and genuine interest in others, creates a foundation for building strong, long-lasting relationships.

Fostering Success Through Networking

Lane’s career demonstrates that success in marketing, advertising, and beyond often comes down to the relationships you build. Whether through bold early moves or long-term nurturing of connections, the key to networking is finding genuine ways to connect with others, being engaged, and maintaining trust over time. In today’s fast-paced and digital world, the ability to create and maintain these relationships remains essential for personally and professionally sustained growth.