How do you get publishing, marketing, and business leaders to return your calls or join you for an exclusive evening? How do you host a private event with over 40 top journalists?
Sol Orwell, founder of Examine.com, attributes his success to one key ingredient: cookies. Or more precisely, cookies paired with a meaningful cause.
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On November 4, Sol Orwell and Tammy Tibbetts, CEO and Co-Founder of She's the First, hosted the first annual NYC Charity Chocolate Chip Cookie Off. Attendees included bestselling author Seth Godin; personal finance expert Ramit Sethi; Nick Ganju of ZocDoc (valued at nearly $2 billion); Mark Manson, author of The Subtle Art of Not Giving a F*ck; and networking icon Keith Ferrazzi.
Part media event, part philanthropy, the Cookie Off highlights two essential ingredients for hosting your own networking event—and for networking in general. Like any great recipe, what you omit matters as much as what you include.
Cookies: Focus on the person, not their connections.
Cookies might seem like an unusual centerpiece for elite networking, but they serve as a powerful metaphor. Consider Seth Godin's attendance.
"Here's the truth," Sol shared with me. "I don't really know Seth Godin personally. He was there because his wife Hélène's bakery, By the Way Bakery, was competing with her perfected gluten-free bread. When chatting with Hélène, I never asked about her husband. It was about her passion and achievements. If Seth joined... great."
RAMIT SETHI, HELENE GODIN AND SETH GODIN. COURTESY STACEY NATAL
Brian Dean, a leading SEO expert, flew 3,965 miles from Berlin. "Was it worth it? Absolutely," he said. "These people may know influencers, but that's not why I came. I wanted to meet smart, positive, funny individuals—not chase their networks."
The networking trap is 'upstream exchanging'—keeping one eye on contacts behind the person in front of you. This ego-driven approach poisons relationships and future opportunities.
Keith Ferrazzi, author of Never Eat Alone, explains: "It's about the person and being generous yourself. Game-changing relationships progress through knowing and connecting people, building supportive communities, and elevating each other for impact."
Shift your focus to the individual—or better yet, something greater.
Cause: Prioritize giving over getting.
Over 40 journalists from Forbes, Entrepreneur, Fortune, Men's Health, Business Insider, and SELF attended. Sol invited them thoughtfully, tracking names, emails, and social handles in a spreadsheet—but without pitching coverage.
"I wanted them to meet me, my friends, and the positive impact we're making," Sol explained.
Balancing give-and-take is key. Authenticity defines success: Is it genuine or manipulative?
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At its core, the Cookie Off centered on She's the First, a nonprofit sponsoring girls as the first in their families to graduate high school in low-income countries beyond the West. For immigrant Sol, partnering was a 'no-brainer.' The $30,000 check overshadowed even Milk and Cookies Bakery's award-winning dark chocolate chip crunch.
AJIT GEORGE, DIRECTOR OF OPERATIONS OF THE SHANTI BHAVAN CHILDREN PROJECT; TAMMY TIBBETTS, CO-FOUNDER OF SHE IS THE FIRST; AND THREE OF NETFLIX'S DESTINY GIRLS STARS. COURTESY STACEY NATAL
Dorie Clark, author of Entrepreneurial You and Harvard Business Review contributor, advises: "Wait at least a year before asking favors. Establish yourself as a giver, not a taker." Troy Osinoff added: "Seeing everyone rally around Tammy and the girls gave our conversations real depth."
Networking needn't revolve around charity, but shared purpose beyond self-interest strengthens bonds.
As C.S. Lewis wrote, "True friends... face the same direction—toward common projects and goals."
Networking redefined.
These counterintuitive principles pack power. Networking expert Leonard Kim, a personal branding authority, says: "I built my network by giving. When writing, my goal was helping others avoid my struggles."
Sol's approach fosters community and philanthropy. A sweet treat never hurts, either.
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