Why reciprocity matters
Reciprocity is the engine of a referral relationship. When both sides consistently send opportunities, they send their best ones without hesitation. A one-sided relationship is what kills deal flow.
Find genuinely adjacent partners
The most durable partnerships are between businesses that serve the same clients with complementary offers — so the work you can't take is exactly the work they want, and vice versa.
Make it a habit
For one-off projects, refer out as opportunities arise. For ongoing relationships, build a rhythm of regularly sending each other introductions so the exchange becomes second nature.