How Can Genuine Connection Be the Ultimate Strategy for B2B Success? — Alish Shams, Startup Grind Calgary

Author: Angellie Delgado Date: May 2026
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  • How Can Genuine Connection Be the Ultimate Strategy for B2B Success? — Alish Shams, Startup Grind Calgary

Alish Shams

Director

Startup Grind Calgary

Alish Shams, Director at Startup Grind Calgary and a prominent Calgary-based “connector”, talks to The Ortus Club about the power of intentional community building, moving away from transactional networking, and why high-level executive dialogue is the starting point for real-world societal impact.

Alish Shams describes himself simply as a “connector,” but the scale of his impact suggests something much more strategic. In 2025 alone, Alish brought together over 1,500 professionals through high-impact events and programs in Calgary. His journey, which began with hosting local meetups over a decade ago, has evolved into facilitating international dialogues that span five continents. 

For Alish, moderation is not a performance. It is how he stays relevant as a leader, by continuously learning from the perspectives of other executives across industries. It is also a way of “feeling alive” by listening to the stories and experiences of others. He argues that whether leading a company or a community, success is defined by the ability to help people make friends while doing business. Moreover, even after a decade of hosting global conversations, Alish sees these dialogues not as optional but as essential to his own growth as a leader.

Alish Shams - Moderator

How did a decade of “listening first” lead to international moderation?

Alish Shams reflects on the evolution from local meetups to hosting global events that transcend cultural and technological barriers.

“It goes back over a decade. I have always been very passionate about meeting people, but most of the time, I prefer to listen. I want to hear people’s stories and learn from them. The first moderation-style experience I had was about 13 years ago, hosting local meetups.

Over hundreds of events, that passion has only grown. In 2024, I hosted an online event with participants from all five continents. Despite time zones and cultural differences, it worked incredibly well. That experience was a highlight for me; it showed that when you talk to people and learn from them, you feel alive. If you take that away, I would lose a part of myself.”

Why is “Genuineness” the missing ingredient in professional events?

Frustrated by events that treated attendees as mere leads, Alish Shams set out to create a platform where connection precedes profit.

“When I was a university student, I noticed brilliant graduates struggling to find jobs. It made me realise grades were not enough; I wanted to expand my network early. But many events I attended were not accessible or were focused on selling rather than connecting. They treated attendees as leads rather than people.

I decided to create something genuine and meaningful. The response was overwhelmingly positive. Many attendees became collaborators and long-term connections, some even went hiking together outside of work. I heard stories of attendees hiring each other, collaborating, investing, or supporting one another. It became a platform not just for connection, but for real outcomes.”

What excites you most about the “Organic Realisation” in a conversation?

Alish Shams explains how bringing diverse industries together, from manufacturing to academia, challenges assumptions and creates powerful moments.

“First, moderation brings together people from different backgrounds around the same topic. In a short time, you hear very different perspectives. For example, in our AI discussions, we heard from universities, corporates, and government agencies. That is an incredible way to learn.

Second, when conversations flow organically, they become hard to stop. When the dialogue continues without the moderator needing to intervene, it shows how relevant the topic is. Topics are never just what we see on the surface. Someone may say, ‘I never thought about it that way,’ and that moment of realisation is powerful. These conversations often become the starting point for friendships and collaborations.”

How do you prepare to facilitate a dialogue that drives real action?

Moderation requires more than just a name tag; it demands a deep understanding of LinkedIn profiles, surveys, and the “why” behind the event.

“Preparation depends on the event, but I must fully understand why the event exists and what outcome we expect. This goes beyond names and titles. It includes reviewing LinkedIn profiles and pre-event questions to understand pain points.

Personalisation matters in Account-Based Marketing (ABM). Asking the right question to the right person helps them share in the best way. Moderation is also about connecting people in the room, saying, ‘You mentioned this, and someone else here spoke about something similar. You should connect.’ This allows the conversation to stay focused and meaningful.”

How has Community-Centric Leadership contributed to your growth?

By connecting with billions of perspectives, Alish Shams argues that leaders can unlock enormous insight and opportunity beyond the original session.

“Moderation allows you to meet many people at once and understand their needs. Beyond the event itself, these connections lead to opportunities that have nothing to do with the original session.

The two biggest contributions are meeting people and learning from them. No matter how experienced you are, someone always brings a new perspective. With billions of people in the world, even meeting a small fraction can create enormous insight, opportunity, and impact. Everything, whether moderating, selling, or leading, is about connecting with people. Community is always part of it.”

Join the Conversation: The Ortus Club’s Executive Network

As Alish Shams emphasises, “everything is about connecting with people.” In the fast-paced world of B2B, the most successful leaders are those who prioritise the community over the transaction. At The Ortus Club, we host executive roundtables specifically designed to facilitate the “listening first” environment Alish advocates for.

Our events are a global platform where diverse perspectives from places around the world meet to solve complex business challenges. By joining our network, you aren’t just attending an event. You are entering the kind of environment leaders like Alish rely on to stay challenged, connected, and ahead of change.

Frequently Asked Questions

Q: What is Startup Grind Calgary?
A: Startup Grind is a global community designed to educate, inspire, and connect entrepreneurs. The Calgary chapter, led by Alish, focuses on bringing local professionals together through high-impact events.

Q: How does Alish Shams prepare for a moderation session?
A: He conducts a deep dive into participant LinkedIn profiles, pre-event surveys, and specific pain points to ensure the dialogue is personalized and outcome-oriented.

Q: Why is “Listening First” a leadership skill?
A: Listening allows a leader to understand the underlying complexity of a topic and the specific needs of their team or community, leading to more informed decision-making.

Q: Can professional networking lead to personal friendships?
A: Yes. Alish notes that the most effective professional events are those where people feel comfortable enough to connect outside of work, leading to higher levels of trust and collaboration.

Q: What is “The Ortus Club collaboration” Alish mentioned?
A: Alish was invited to moderate The Ortus Club roundtable, utilising his decade of experience to facilitate high-level discussions among corporate and government leaders.

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