After the Bell: I know someone who knows someone - why the ultimate network for Saffers is a lekker idea

It’s a tough realisation but, when you reach a certain age, you register that maybe, just maybe, our parents were on to a few things. 

Before they knew that smoking kills, seatbelts save lives, chewing gum cannot possibly stay in your stomach for years, or that sitting too close to the TV or masturbating would not cause blindness, they knew too much sugar was a terrible idea, as was showering during a thunderstorm, and hanging out with “the wrong crowd”. 

Granted, for some, hanging out with “the right crowd” was an obsession (as was hanging out with the rebels for others), although one would argue that there’s merit in sending your kid to a top school, even if it’s purely because of access to the old boys’/girls’ networks.

Whether you got the picture in your youth, you certainly wisen up later in life. Support networks are essential throughout your life because they provide emotional, social and practical assistance during difficult times, and enhance personal growth and resilience. 

For proof of this, look no further than The Village, which styles itself as South Africa’s “most supportive, non-judgmental and harmonious online community of parents of tweens, teens and young adults”. A membership of more than 61,000 parents, who share connections, experiences and advice in what is generally a “safe space”, has proven to be a godsend to modern-day parents who themselves have realised that being a parent can actually be pretty brutal.

Of course, leveraging networks professionally takes somewhat different skills, because it has become critical to surviving in today’s digital age, which is the whole point of LinkedIn.

Reid Hoffman, the co-founder of the online portal launched in May 2003, had envisioned it would be the professional equivalent of a social network, focused on building relationships based on trust and value. It would help professionals to leverage their networks to create new opportunities, both for career advancement and business growth.

LinkedIn is now, of course, the world’s largest professional network, with millions of users globally, transforming how people network, find jobs and grow their careers.

Beyond the humble bragging and occasional hook-up requests from sad lecherous users (hint: it’s LinkedIn, not LinkedUp), LinkedIn has also spawned business opportunities for master relationship builders, who leverage their networks to build their brands and attract better business. 

One such company is Flance Directive Creators (FDC), which has now taken on the challenge of driving The Lekker Network to the next level. Set up in May this year, The Lekker Network’s early ambition was to be a platform for South Africans to build a community abroad to help unlock opportunities for each other. 

Behind the sharp idea is Nic Latouf (one of the original founders of Veldskoen shoes),  a skillful relationship builder, who partnered with Renier Lombard, founder of FDC, which leverages LinkedIn to market executives, CEOs and founders. 

Nic, who has now gone nuclear (driving a new business building small modular reactors that will power AI data centres), remains on board with the network as a founder member, but has entrusted it with Lombard to run with the project.

Lombard tells me their new drive is to connect international professionals with SA service providers, leveraging the talent and cost advantages of our country, which will support this economy by exporting services to the globally.

Having built his own agency over the past decade, Lombard has seen the value of connecting with people from a global perspective. Now, 80% of their clients are international — half of them South Africans, who love working with fellow Saffers not only because it provides a sense of home, but “frankly because it’s cheaper than using service providers in London or other developed markets, and we offer a great talent base”. 

Many of them also long for South Africa and want to return eventually, so this is their way of helping grow the economy back home.

The initiative includes an executive hire job board and various membership tiers, with a founding member drive to help build the network.

Corporate memberships have already been taken, and there are still spaces for founding memberships.

Bob Skinstad, an FDC client, immediately came on board The Lekker Network and is now one of their first ambassadors, alongside futurist John Sanei and business broadcaster Bruce Whitfield. 

Skinstad’s enthusiasm and willingness to support the initiative have been nothing short of amazing, Lombard says.

Having such clients on board will help them drive the credibility and trust factor. “We work with amazing South Africans worldwide. These are all titans of their industry, who are either living abroad and are doing beautiful things, or they are still in South Africa and wanting to do something powerful.” 

They’re aiming to launch officially in March next year, with a founding member drive currently under way. These founding members will be the “mothers and fathers”, or the custodians of what the network becomes. 

The founders will help with strategy and come up with ideas. They’re taking the risks — as early investors who will help give the network its first year of runway as well, which means no external funders are required. The members will build it from the start. 

Already, without any facilitation from Lombard, people within the network are finding each other, building relationships, and starting to do business, he says.

This is what The Lekker Network was created for — to connect South Africans around the world; they can support each other, do business and leverage opportunities. DM