If you want to future-proof your business, forget chasing the next hot startup or waiting for AI to take your job. According to Sharran Srivatsaa, the real unfair advantage isn’t technology or talent. It’s relationships.
“Relationships are the unfair advantage of the best entrepreneurs,” Sharran told the crowd at this week’s BAM Camp 2025. And while that may sound obvious, what separates the best from everyone else is how they operationalize those relationships.
That’s where Sharran’s “10/10/Forever Rule” comes in: choose 10 people to invest in for the next 10 years, and commit to those relationships like they’re your most valuable asset.
As he put it,
“You surely can’t invest in a hundred people for the next 10 years. That’s too hard. But 10 people for the next 10 years? That’s super important.”
So how do you build relationships that last forever? Sharran broke it down into five rules.
Rule 1: No Scorecard
The first step is to drop the mental ledger.
Sharran described a friend who always calls every six months, asks for help, and then closes with, “So what can I do for you?”
On the surface, it sounds polite. In reality, it makes the relationship transactional.
“First off, can we just say thank you and hang up? That would be great. As soon as you can remove the scorecard rule, everything changes.”
For Sharran, your “10/10/Forever” people are not people you measure favors with. You don’t count how many times you opened a door, covered a shift, or made an introduction. If they’re on that list, you show up because you want to, not because you expect something back.
Rule 2: Do Epic Things Together
Sharran argues that nothing builds trust and depth like tackling something extraordinary side by side.
He pointed to a book launch with Alex and Leila Hormozi that became a Guinness World Record. They beat out names like Michelle Obama, Bill Clinton, and Prince Harry.
“We made $106 million cash, collected in 72 hours. Not funny money. It’s in our bank account right now.”
Planning something bold and seeing it through creates a bond that casual check-ins never will. It could be a massive launch, a daring project, or a once-in-a-lifetime event.
As Sharran put it,
“That makes that friendship go deeper because you got to do epic stuff together.”
Rule 3: Be Generous Without Expectation
Generosity is most powerful when it’s unsolicited.
Sharran’s favorite example came from his friend Neel Dhingra. Neel wanted him to speak at an event, but when the venue moved to San Diego, Sharran said it would be tough. Neel didn’t argue. Instead, he replied, “I’ll send you a choppy.” And he did.
Car service, helicopter, slides ready to go, Neel arranged the whole thing so Sharran could be back home by noon.
“He didn’t have to do it. He did it just for the story. He’s crazy like that,” Sharran laughed.
The story itself has become a gift Neel can tell for years. That’s the multiplier effect of true generosity.
Rule 4: Share Everything
For Sharran, platforms are meant to be shared.
“If you have a podcast, if you have an email list, if you can give somebody else the gift of your platform, you should do it.”
Sometimes that means showing up just to record. “There are times where I’ll text Byron and be like, ‘Hey, are you going to this event?’ And he’s like, ‘Yeah, I might just go to do some pods.’ I’m like, ‘Alright, I’ll come do one with you. I really don’t want to go to this event.’”
It may not sound glamorous, but for Sharran, it’s about strengthening the bond and multiplying reach. When you share your platform, both people win.
Rule 5: Say Yes to Every Request
Finally, commitment shows up in the form of saying yes.
“When someone invites you to something, just got to say yes. Whenever Eric and Byron say, ‘Hey, do you want to do this? Can you come do this?’ The answer is always yes.”
By consistently showing up, you create a rhythm of trust. When it’s your turn to extend the invitation, the people in your “10 Forever” will show up for you.
That’s how relationships move from casual to unshakable.
Sharran summed it up best:
“Instead of investing in the next hot startup, instead of figuring out if you can buy more Bitcoin, what are the 10 relationships that you’re betting on for the next 10 years?”
