When building a business, we measure growth in revenue, retention, clients and headcount. We work with our team (internal or external) to strategise over market positioning and operational efficiency. Yet, there’s a critical, often undervalued asset that fuels all of these: the power of a genuine business community.
For leaders, particularly entrepreneurs and small business owners, the journey can be a
solitary one. The weight of all decisions rest on your shoulders, and the constant problem-solving that comes with business ownership can come as an unwelcome surprise. And, this isolation isn’t just a personal challenge; it’s a business risk. It can limit perspective, stifle innovation, and burn out the very drive that launched your venture to begin with.
This is where the modern workspace evolves from a utility into an ecosystem. The most
significant return on investment isn’t just a prestigious address or a shorter commute, it’s the human capital and collective intelligence you gain access to every single day.
The Hidden Cost of Going It Alone
Loneliness in entrepreneurship is a well-documented, but often silent, challenge. The
stereotype of the solitary founder grinding away is not only outdated, it’s actually inefficient. A study on coworking spaces in The Journal of Business Research highlights a crucial benefit to shared workplaces: they actively mitigate feelings of professional isolation by fostering a “sense of community and social relatedness.” This isn’t about a casual chat in the hallway, it’s about being embedded in an environment where others understand the unique pressures of building something.
When you’re surrounded by other driven professionals, you normalise the challenges. A
frustrating client, a cash flow hiccup, or a strategic crossroads becomes a shared experience rather than a solitary burden. This peer environment provides invaluable moral support, reducing stress and renewing resilience, all while becoming a fundamental, yet priceless, resource for sustainable growth.
Networking Reimagined: From Transaction to Collaboration
Traditional networking can be a cringe-worthy exercise – a transactional exchange of business cards with an implicit ask. Luckily, the community within a vibrant workspace flips this model on its head. It facilitates organic networking, where connections form naturally over coffee, in shared breakout spaces, or through collaborative events.
Networking should be at the core of your career not merely for leads, but for the exchange of ideas, advice, and support. This is the daily reality in a connected workspace like Waterman. The lawyer might casually offer the marketer a contract tip, while the IT consultant might point the retailer toward a perfect software solution. These micro-interactions build a lattice of trust and mutual support that formal networks struggle to replicate.
It’s within these organic interactions where unexpected opportunities are born. New client referrals often come from the person at the next desk. Partnerships form when complementary skillsets discover each other in a workshop. It’s business development that feels more human than commercial.
Beyond Serendipity: Structured Support for Strategic Growth
While chance encounters have value, a true business community elevates support with
intentional structure. This means curated events, expert-led workshops, and forums designed to tackle specific challenges, from digital marketing to mental wellbeing.
Access to this structured knowledge sharing is a formidable advantage. It provides continuous, low-friction learning and keeps you attuned to industry trends. Perhaps more importantly, it creates a platform for you to become the expert, sharing your own knowledge and solidifying your reputation within a respected peer group. This visibility can lead to your most valuable collaborations and client relationships.
A Community Built to Support Your Business
At Waterman, we’ve always believed the space itself is just the beginning. Our centres are
designed to encourage connection, and our community managers actively foster an
atmosphere of support. The data from our members are the proof in our value:
• 91% say Waterman provides a supportive atmosphere for them and their staff to
work in.
• The overwhelming productivity gains reported (with 68% finding it much more
productive) are not just about a quiet desk; they stem from a positive, engaged, and
resource-rich environment.
When you choose a workspace, you’re choosing an operating system for your business. You can opt for the basic package of walls and Wi-Fi. Or you can choose an ecosystem – one that actively fights isolation, accelerates learning through peer insight, and turns the daily work environment into your most reliable source of support, inspiration, and growth.
In the long game of business, that community isn’t just a nice-to-have. It’s the unseen engine that drives lasting success.
