Why I Wrote The Connector’s Compass - and Who It’s For

For as long as I can remember, I’ve loved connecting people.

Years ago, three couples I introduced ended up getting married and building beautiful families. That’s still one of the most meaningful “results” of being a connector—because it reminds me that introductions aren’t just professional transactions. They can shape someone’s life.

In 2014, I turned that instinct into my work when I founded Setup. Over the years, our team has helped facilitate more than 1,300 introductions between brands and marketing agencies. We’ve seen relationships spark partnerships, careers, friendships, and often, confidence. Even after thousands of introductions, I still get the same spark of excitement when I connect two people who hit it off.

That joy is the biggest reason I wrote The Connector’s Compass.

The real reason I felt compelled to write this book

I’ve met a lot of people who believe networking “just isn’t for them.” Some feel awkward in a room full of strangers. Some are introverts who need to recharge alone. Some have had experiences that made them cautious about reaching out. Plenty of people have simply gotten busy—work, family, life—and feel like relationship-building has become harder as adults.

I wrote this book because I don’t believe connection should feel like a performance. I don’t believe the ability to build meaningful relationships is reserved for a lucky few.

You don’t need to be the loudest person in the room. You don’t need a perfect script. You don’t need a massive network.

You just need the willingness to practice a few skills that make people feel seen, and the courage to make one thoughtful connection at a time.

Who I wrote it for

I wrote The Connector’s Compass for people who care about relationships but want a clearer path forward.

• If the idea of “networking” makes you cringe, this book is for you.

• If you’re great one-on-one but uncomfortable working a room, this book is for you.

• If you’re building a career, a business, a community, or a team—and you know relationships matter—this book is for you.

• If you want to be the kind of person who helps other people win, this book is for you.

It’s also for the experienced connectors who want language and structure for something they already do naturally—so they can do it more consistently and teach it to others.

What I hope you’ll get from it

My goal was to make this practical. You’ll find real examples and tools you can use immediately—whether you’re meeting someone for coffee, sending an intro email, or trying to strengthen relationships inside your company.

In the book, I share the building blocks that have shaped my life and my work, including:

• Curiosity (asking better questions and listening for what really matters)

• Celebrating other people (being generous with recognition and encouragement)

• Diplomacy (protecting trust and handling nuance well)

• Vulnerability (showing up as a real person, not a polished persona)

• Meaningful introductions (making connections with context and care)

• A growth mindset (getting better through practice, not perfection)

• Maintaining long-term relationships (the part most people overlook)

But the biggest outcome I hope you get isn’t “more contacts.”

I hope you walk away with more confidence and clarity about how to build genuine, mutual, lasting relationships. I hope you feel encouraged to make one meaningful connection for someone else—because that habit changes lives.

How to purchase The Connector’s Compass

If you’d like to pick up a copy, you can purchase it here.

If you’re local to Atlanta, we’ll also have books available at our launch happy hour and at future events.

If you do read it, I would be grateful if you could leave an honest review. Reviews are one of the simplest ways to help a new book find the people it was written for.

Thank you

Writing a book has been a humbling experience. It’s taken more time, energy, and vulnerability than I expected—and it also reminded me how many people have shaped my life through relationships.

If you’ve ever been someone who encouraged me, challenged me, introduced me to someone, or simply rooted for me along the way: thank you.

I hope this book returns the favor.

— Joe Koufman

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This blog was written by Joe Koufman, Founder + CEO of Setup.

Armed with 20+ years of marketing, business development, and management experience, Joe Koufman founded Setup to ignite relationships between marketing agencies and client-side marketers. His unique agency perspective – having worked at a small digital firm, an independent full-service marketing agency, and a massive holding company – is what inspired Joe to help marketers find agencies that are the perfect fit. He is the author of the book: The Connector's Compass.

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