Building Authentic Conversations in Business, with Rob Lawless

Episode 13- Rob Lawless – Building Authentic Conversations in Business, with Rob Lawless

Authentic Conversations For Exhibition Success

Trade shows thrive on conversation but how often do those conversations truly connect?

In this episode of The Expo Factor, Lee Ali is joined by Rob Lawless, founder of Rob’s 10K Friends, who is on a remarkable mission to meet 10,000 people one hour and one story at a time.

After meeting over 7,000 people across 90 countries (including Lee, who became number 7,244 on his list) Rob has learned something powerful. Behind every badge, title and handshake is a story waiting to be heard through authentic conversations. For exhibitors, understanding those stories could be the key to building lasting business relationships.

Key Takeaways From The Episode

1. Connection is an Experience, Not a Transaction

Too often, exhibitors approach conversations like a numbers game, scanning badges and moving on. Rob believes that misses the true opportunity.

“When you treat connection as an experience rather than a transaction, you open the door to unexpected value,”

When we focus too tightly on outcomes, we risk missing what’s right in front of us. A genuine connection might not lead to an immediate sale but it can spark trust, insight and opportunity that last long after the show.

Exhibition success starts with intentionality, not attendance.

2. Everyone Has a Story Worth Hearing

Rob’s project started from a simple belief: every person is a gift and you never know what you’ll learn until you take the time to unwrap it.

He’s met people from every walk of life, including one man in India who fell 210 feet down a glacier during a climb and survived three days alone before rescue. That story, Rob says, changed how he sees resilience and purpose.

At trade shows, the same principle applies. Behind every visitor or exhibitor is a conversation that can inspire, teach or reveal new possibilities. Slow down, listen and let curiosity guide the conversation.

3. Authenticity Builds the Strongest Relationships

After ten years of meeting people, Rob has discovered one universal truth: no one truly has it all figured out.

“We’re all just doing the best we can with the resources we have”

By dropping the need to impress and instead showing up with honesty and curiosity, exhibitors create a space where genuine trust can form. People connect with people, not pitches.

4. Quality Beats Quantity Every Time

In business, it’s tempting to think more leads mean more success. Rob’s experience proves otherwise.

Research shows we can only maintain around 150 close relationships at any time. Rob believes the same logic applies on the show floor.

“It’s better to have a few deep, quality conversations than hundreds of shallow ones,” he says. “Those are the ones that turn into real opportunities.”

So next time you’re at an event, resist the urge to scan every badge. Instead, aim to have five to ten meaningful conversations a day.

5. Stay Open to Unexpected Opportunities

Connection often happens when you least expect it. Rob tells the story of meeting a pharmacist who later introduced him to people who booked him to speak in India and Germany.

He says we’re poor judges of who will or won’t be valuable to us. By staying open to everyone, you allow chance to work in your favour.

“Be curious about everyone you meet (…) You never know where one conversation might lead”

Rob Lawless’s Three Top Tips for Better Connection

1. Treat connection as an experience, not a transaction. Focus on the moment, not the outcome.
2. Make connection a habit. Like fitness, it takes regular practice to build comfort and confidence.
3. Ask what you can do for others. When you lead with generosity, relationships grow naturally.

Final Thoughts

As Lee reflects, Rob’s journey is a reminder that connection is the real currency of success. Whether you’re meeting attendees on the show floor or a stranger on your flight home, every conversation has the potential to inspire, teach or open a new door.

Next time you’re on the booth, forget the badge scanner for a moment and start with a question. Find the solid, brick-built common ground that lasts beyond the show.

Meaningful connections aren’t made by chance. They’re made by choice.

Ways to watch

Spotify – https://open.spotify.com/episode/7dBbgk80wSOCfaSGsuKtjC?si=5eef53efbe0e4126

Youtube – https://youtu.be/fXU5Vm-wDhc

Rob Lawless

LinkedIn – https://www.linkedin.com/in/roblawless/

Instagram – https://www.instagram.com/robs10kfriends

Website – https://roblawless.com/

Rob Lawless is a keynote speaker, storyteller and founder of Rob’s 10K Friends — a decade-long social experiment with one simple mission: to meet 10,000 people for one hour each, simply to get to know them.

Since starting the project in 2015, Rob has met over 7,000 people from more than 90 countries, uncovering powerful human stories that span every culture, background and belief. Through these conversations he has built a global movement that celebrates curiosity, empathy and authentic human connection.

Rob has shared his insights with organisations including Zoom, TikTok, Dell and Penn State University, inspiring audiences to prioritise people over transactions and to see every interaction as an opportunity to learn. His message is simple but timeless: real connection starts when we slow down, listen and treat others with genuine interest.

Today, Rob continues his journey to 10,000 friends while speaking internationally about the importance of belonging, storytelling and emotional intelligence in the digital age.

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