The Story of Superconnectors: An Interview with Alexander Broekman

Superconnectors transforms startup networking by prioritizing genuine relationships, global reach, and meaningful connections, helping ecosystems thrive through curated collaboration.

Oleksandr Komarevych: – Alexander, could you tell the story of Superconnectors? How did it start, and what is your vision?

Alexander Broekman: – Superconnectors began in 2021 as a side event at a local conference in Rotterdam. Though I didn’t create Superconnectors, I recognised its potential and took it to the next level. You can compare my role to what Chris Anderson did for TED. TED had existed for 20 years before he transformed it into the global platform we know today. Similarly, I saw the opportunity with Superconnectors and expanded it far beyond its original scope, to become the TED of Connections.

The Origin of Superconnectors

Superconnectors started as a small event, with around 30 to 50 participants, during Upstream, a local tech conference in Rotterdam that typically attracts about 2,000 attendees. Unlike typical pitch competitions where startups present an idealised version of their business and face criticism from a jury, Superconnectors offered a refreshing change. My background in entrepreneurship, having co-founded an animation company at 19 and grown it to a team of 35 before selling it after 15 years, gave me a unique perspective on such events.

When I attended Superconnectors, I was struck by its unique format. Instead of startups pretending everything was perfect, they shared their challenges openly. The audience wasn’t random; it was a carefully curated group of well-connected individuals, including successful founders, investors, and government officials. These attendees competed to offer the most valuable introductions to help the startups on stage. This reverse pitch competition immediately captivated me, and I knew it had the potential to be much more than a local event.

Turning Superconnectors into a Global Platform

After seeing the potential, I started discussions with the event’s original creators, Jan Hein (a tech philosopher/ecosystem architect), Stein Fortuyn (at the time the owner of a software agency ) and my neighbours in the coworking space. Jan Hein came up with the original concept, and the software agency of Stein expandedthe event with a software-based platform. As they were busy with their respective ventures, I took on the task of transforming and scaling Superconnectors into a viable business.

The first step was to take Superconnectors on tour to major tech conferences, including Web Summit, Slush, Mobile World Congress, VivaTech in Paris, South by Southwest in Austin, and Climate Week in New York. In the first year, we organised 17 events, a whirlwind experience. In the second year, we focused on Europe, hosting 10 more events and holding our first summit in Rotterdam. Over two years, Superconnectors grew from 50 participants in Rotterdam to more than 1,000 globally, with a strong presence in Europe and the US.

Building a Sustainable Community

Superconnectors is now a team of five, including a marketer (Dina el Hage), event manager (Rebeka Yaneva), CTO (Evgeny Astapov), and program director (Gianluca Bellan). Our goal is to professionalise the organisation and ensure its sustainability. Running a community is challenging, especially when profit isn’t the primary motive. I believe that no one should become rich from this community; instead, it should exist to provide invaluable connections for those with great ideas.

Our long-term vision is not to build the most extensive network but to create a highly engaged community of 1,000 Superconnectors across 50 of the most important cities globally. Every year, we will scout and evaluate members based on their engagement and the quality of their connections. Membership is free, but members are expected to contribute actively and meaningfully.

The Vision for the Future

The future of Superconnectors is about maintaining quality over quantity. We aim to keep the community small and manageable, around 1,000 members, to ensure it remains effective and impactful. Our software allows us to track engagement and the connections’ success. If members fail to deliver on their promises, they won’t be reinvited.

Superconnectors is more than just a network; it’s a community built on engagement, quality, and trust.

Superconnectors started as a small side event in Rotterdam, but with the right vision and commitment, it has grown into a global community of highly engaged and well-connected individuals. Our focus on quality connections and maintaining a manageable community size will ensure that Superconnectors remains a valuable platform for years to come.

Oleksandr: – Thank you. It’s interesting. I have another question. Do you think superconnectors become, or are you born like this?

Alexander: – I think it’s nature and nurture, right? On the one hand, nature is that you must just be a good person who genuinely has good intentions for the other person. However, if you do not have the quality of a network, meaning if you cannot make introductions at a high level, then what is it worth?

A good example is typically public speakers. If you look at the number of connections they have on LinkedIn, they have tons, maybe 20,000 or 30,000 connections. However, a superconnector is more than just someone with lots of connections. Public speakers are sometimes very focused on themselves and not on helping others. I’d much rather have someone with a thousand connections who has a really good relationship with each of thoseversus someone with many connections who doesn’t know them well enough.

So I think that’s a careful balance you must strike. You need to have reach, but at the same time, you also need to be the kind of person who likes to help someone else out.

Oleksandr: – I’m curious about the dynamics of different ecosystems. For example, communication is incredibly fast in smaller countries like Estonia, where everyone knows each other. Founders can easily reach out to key people, like the founder of Skype, with just a phone call. This kind of direct connection fosters a quick exchange of ideas and support within the community. Similarly, from what I’ve heard, ecosystems like Silicon Valley also facilitate rapid feedback and collaboration. But then there are places like Milan, which, despite being one of the best ecosystems in Italy, might not have that same level of connectivity.

Have you noticed that in well-developed ecosystems, Superconnectors naturally emerge more easily? Or do you think that even in less developed ecosystems, like in South Africa, there are still Superconnectors. Still, they lack the surrounding infrastructure to thrive? Is the lack of a thriving ecosystem due to the absence of good Superconnectors, or is it because of other factors?

Alexander: – That’s a complex question. I think certain cities naturally attract superconnectors, such as New York. It’s not just about the money; it’s also about the people—their ambition and drive to succeed. Cities like New York serve as magnets for these individuals, who are often exceptional networkers. They know how to leverage social capital effectively, creating a robust network.

Interestingly, for a long time, I wondered why New York didn’t have a major tech conference on the scale of Web Summit or Slush. They only have smaller events. When I asked New Yorkers about this, they responded, “New York doesn’t need it.” Cities like Lisbon or Helsinki, on the other hand, have to work hard to build their ecosystems. They need to be strategic in attracting talent, Superconnectors, and connecting them to their ecosystem.

Take the Netherlands, for example. We’re a small country with numerous big companies tech headquarters and a major international airport. Yet, we still struggle to attract the big names in tech, particularly founders, Superconnectors, and investors. We’re simply too small to market effectively to these groups.

Local ecosystems need to innovate to create something worth attending and engaging with. A great example is the Pirate Summit in Cologne, Germany. Manuel, the founder, created a unique event with a strong brand that resonates across Europe. He recently announced a new evening event, and within no time, the first 100 people had committed to attending. That says a lot about the strength of the ecosystem he’s built.

To sum it up, ecosystems without the natural pull of places like Silicon Valley or New York must find creative ways to attract people. This is why I believe so strongly in the concept of Superconnectors. If your ecosystem doesn’t have the historical clout or the natural business epicentre of a city like New York, you have to build it through other means. Superconnectors can be crucial to that strategy, even in less developed ecosystems.

The Power of the Critical Ask

Oleksandr: – This is super interesting. I have more questions, but before I continue, is there anything specific you want to emphasise?

Alexander: – If there’s one thing I’d like to stress about Superconnectors, it’s the importance of what I call the “critical ask.” Founders often get caught up in their company’s immediate needs—finding an investor, securing more clients, or addressing the most pressing issue. This short-term focus often dictates how they network and who they seek out at conferences.

However, I believe taking a step back and thinking more strategically is crucial. The critical task is identifying the key people who will be instrumental in your company’s long-term mission and success. Who are the individuals that could help you overcome significant challenges and drive your company forward? This type of networking goes beyond just meeting immediate needs—it’s about building relationships that will support the entire journey of your business.

For instance, when I started with Superconnectors, I knew I needed guidance from someone who had built a strong community. I reached out to Pepe, the founder of Fuckup Nights, through a cold message on LinkedIn, asking if he could be my Yoda. I admired his work and had been following him for years. His insights and advice have been invaluable as I’ve worked to build Superconnectors.

Oleksandr: – Can you share some of Pepe’s advice that has been particularly valuable to you?

Alexander: – One piece of advice that stood out to me was, “Build it, and they will come.” It’s a bit counterintuitive, especially in the startup world where the focus is often on working backwards from the customer and monetising quickly. In community building, there’s often pressure to monetise early, which can compromise core values just to attract more people or satisfy sponsors.

For example, we’ve had to say no to sponsors or potential customers who wanted to influence who would be on stage at our events. Even though it’s financially challenging, sticking to your values is crucial. “Build it, and they will come” was a powerful motivator for me because it reinforced the idea that if you stay true to what makes your community special, people will eventually appreciate and join for the right reasons.

It’s about making tough decisions and sometimes saying no to people who might seem like a good fit on paper but don’t align with your values. Ultimately, I believe this approach will pay off by creating an authentic and meaningful community.

The critical ask concept and the importance of building an integrity-based community are central to Alexander Broekman’s vision for Superconnectors. By focusing on long-term relationships and staying true to core values, Superconnectors aims to create a network that truly supports its members’ success, even if it means making difficult decisions along the way.

Oleksandr: – Thank you, Alexander. Thank you for listening and for sharing your thoughts.