“Wah! Your company is doing great things! We should collaborate.”
“I love your work! Let’s find a way to work together.”
“This is amazing. We should set up a meeting and explore synergies.”
Sounds familiar? Suppose you’ve been in business long enough. In that case, you’ve probably encountered these so-called friends—people who seem enthusiastic about your work, promise collaborations, and show support on social media but never follow through. They say all the right things, but when the time comes for real action, they are nowhere to be found.
I’ve had my fair share of these experiences, and if you’re reading this, chances are you have, too. The question is, how do we deal with them?
The False Promises and Vanishing Acts
I can’t count the number of times people have approached me, full of excitement, praising my work and proposing collaborations.
“We should do something together! Let’s schedule a meeting.”
We meet. The discussion is excellent. Ideas flow. There is a sense of excitement as if something big is about to happen.
“Let’s catch up again over teh tarik next week!”
Next week? Nothing.
The week after? Silence.
I follow up—no reply.
Then, I saw them making moves and giving presentations where they should have mentioned our partnership. But they don’t. I see them securing deals and projects that align with what we discussed. Do they call me? No.
But wait—on social media, they are my biggest cheerleaders.
“Congratulations! Keep it up!”
“Awesome work! Proud of you!”
Likes, comments, claps, emojis. But that’s where their support ends.
Why Do People Behave This Way?
I used to ask myself, Why do people do this? Why show so much interest but never act on it?
1. They Love the Idea of Association
Some people like to associate themselves with successful projects and companies. Being seen as connected to an industry leader or an innovative startup makes them look good.
They enjoyed the first meeting and maybe even took a photo to post online (“Great discussion with XYZ company today! Exciting things ahead!”), but they were never serious about working together.
2. They Want to Keep the Door Open—Just in Case
They may not need your business today, but they don’t want to completely burn the bridge. So, they keep engaging, liking, and commenting—just enough to maintain the connection.
If they ever need something from you in the future, they want to be able to reach out without feeling awkward.
3. They Are Just Buying Time
Some individuals make promises without knowing how to execute them. They might not have the decision-making power or are waiting to see if something better comes along.
Meanwhile, you’re waiting, thinking something will materialize—until you realize they were never serious in the first place.
4. They Are Just Looking for Attention
Many people engage with businesses not to support them but to boost their own visibility. They comment and congratulate you not because they genuinely care but because they want to be seen as part of your network.
It’s a branding strategy for them.
Recognizing the Patterns
Over time, I started recognizing the patterns.
- The Over-Enthusiastic Starters
- They hype you up but disappear after the first meeting.
- You never hear from them again unless you chase them.
- The Serial Promisers
- They say, “We must work together!” whenever they meet you.
- Nothing ever materializes.
- The Silent Opportunists
- They borrow ideas from your discussions and execute them elsewhere.
- They never credit you or include you in the project.
- The Social Media Supporters
- They engage with your posts, leaving congratulatory comments.
- But when they have opportunities, they never involve you.
How to Overcome This Challenge?
It took me a while to figure out how to navigate these situations. Here’s what I’ve learned:
1. Filter Out the Noise
Not everyone who says they want to collaborate actually means it. Learn to differentiate between real potential partners and those who just like the idea of working with you.
Look for actions, not words.
If someone repeatedly makes promises but never follows through, stop wasting time waiting for them.
2. Set Clear Expectations from the Start
When someone approaches you with an opportunity, be direct.
“That sounds great. What’s the next step?”
If they are serious, they will have an answer. If they hesitate or keep it vague, take it as a sign.
3. Limit Follow-Ups
I used to chase people, sending reminders and follow-ups. Not anymore.
A simple message like, “Hey, just checking in on our discussion. Let me know if you’re still keen.”
If they don’t respond, move on. Don’t waste your energy.
4. Protect Your Ideas
Be mindful of what you share in meetings. Some people just want to extract valuable insights and apply them elsewhere.
Be cautious if you sense that someone is fishing for ideas rather than genuinely wanting to collaborate.
5. Build a Stronger Network of Genuine Supporters
It’s easy to focus on the people who let us down, but the truth is—there are real supporters out there.
Find and nurture relationships with people who genuinely believe in your work and are willing to take action.
6. Focus on Those Who Show Up
Rather than worrying about those who never follow through, give your time and energy to those who do.
The best partnerships happen with people who:
Keep their commitments.
Follow up without being chased.
Include you in opportunities without hesitation.
Final Thoughts: It’s Just Part of the Game
It’s easy to get frustrated with these so-called friends, but the reality is—it’s just part of the game.
People will always say things they don’t mean. They will engage with you for their own reasons, and not all will be genuine.
But that’s okay.
Because once you recognize these patterns, you stop expecting too much. You learn to focus on real opportunities and avoid unnecessary disappointments.
So, the next time someone says, “Let’s work together!”—just smile and think to yourself:
“Let’s see if you mean it.”