When Friends Fail to Support Our Business
Friendships "Silent Killer" isn't from mixing business with friendship, it's from not giving a friend the chance to earn your business.
One of the most painful realizations for any entrepreneur, freelancer, or consultant is discovering that the people closest to them—their friends—aren’t always their biggest supporters. While we often expect strangers to be skeptical of our work, it can be disheartening when friends fail to extend opportunities that could help us succeed. This lack of support doesn’t always come in the form of outright rejection; more often, it manifests as a quiet avoidance, a reluctance to engage, or a failure to provide opportunities that could be mutually beneficial.
The Expectation of Friendship-Based Support
Friendship is built on trust, shared experiences, and mutual support. In an ideal world, when someone starts a business, their friends would be their first customers or, at the very least, advocates who spread the word. They don’t necessarily have to buy every product or service, but they can make introductions, provide referrals, or help with visibility. Unfortunately, many entrepreneurs find that their friends do none of these things.
It’s not that friends actively wish for failure. More often, they simply don’t think about the impact of their inaction. They don’t realize that the small effort of mentioning someone’s work to the right person could make a huge difference. Worse, some might even assume that because they know the entrepreneur personally, their success is inevitable and doesn’t require their support.
Excuses and Rationalizations
When asked why they don’t support a friend’s business, people offer a range of excuses:
“I don’t want to mix business with friendship.” This is a convenient excuse to avoid potential awkwardness or financial commitment. However, in reality, the best business relationships are based on mutual respect, common interests and enjoying one another’s company (the same things the best friendships are based on) — there is no reason why a friend’s skills should be valued less than a stranger’s.
“I didn’t think you needed my help.” Some assume that if someone is running a business, they must already be successful or have other sources of support. This is a major misunderstanding, as even the most successful businesses grow through networks and referrals.
“I don’t have the budget.” While not everyone can afford to hire a friend, there are many non-monetary ways to offer support, such as sharing social media posts, referring potential clients, or providing feedback.
“I didn’t think of it.” This is perhaps the most frustrating response because it highlights a lack of mindfulness. True friends make an effort to be aware of what’s important to the people they care about.
The Emotional Impact
The real harm isn’t just financial—it’s emotional. Friends who don’t support each other’s work send a subtle but powerful message: Your success is not my concern. Over time, this can lead to resentment and disappointment, damaging relationships.
Supporting a friend’s business doesn’t mean spending money blindly—it means showing up, spreading the word, and recognizing the value they bring.
True friends don’t just celebrate success; they help build it.