The Power of Authentic Connections: A Conversation with Logan Wilkes of TRUSS

I recently had the opportunity to sit down with Logan Wilkes, CEO of TRUSS, a membership-based networking group in Utah that connects high-level CEOs and business owners to foster meaningful relationships leading to growth and opportunity. Logan’s story and insights resonated deeply with me, especially as someone who has seen firsthand how authentic connections can transform both personal and professional lives.​

What is TRUSS and Why Trust Matters

TRUSS is named after the architectural truss, a triangular structure that, when connected, can bear much more weight together than on its own. This metaphor perfectly describes what TRUSS does: connecting individuals so they can achieve more together. Logan shared that their approach is all about creating unique and desirable events to get busy CEOs to slow down and meaningfully connect—whether locally in Utah or through exciting travel opportunities to places like the Maldives, Norway, or Peru.​

From BYU PR Student to Networking Visionary

Logan’s journey began at BYU where he majored in public relations after dabbling in music and theater. Early international travel with the BYU Young Ambassadors exposed him to diverse cultures and the accelerating power of experiences in forming connections. After starting with modest roles including a temp receptionist, Logan’s passion for networking grew, eventually leading him to become CEO of Corporate Alliance and then founding TRUSS in 2019 with a vision centered on authentic connection and collaboration.​

Intent is Everything in Networking

One of the main takeaways from our talk was the critical importance of intent. Logan pointed out that many fail in networking because their primary goal is to sell something rather than build relationships. Authenticity and clear purpose make a huge difference—people want to connect with those who are genuine, not desperate. This resonated strongly with me, remembering times when I felt the disconnect between sales agendas and relationship-building. Logan’s advice to focus first on building trust, rather than transactions, is a powerful reminder for everyone.​

Follow-Through Makes or Breaks Trust

Another key to successful networking Logan emphasized is follow-through. It’s common for people to make commitments to meet or connect but then never follow through, eroding trust. This honesty about common pitfalls reminded me how important reliable, consistent actions are in cultivating lasting relationships. In our fast-paced world, showing up and following through on promises stands out and builds credibility.​

Networking Reduces Stress and Boosts Well-being

We discussed how leadership can be lonely and stressful, but connecting with peers in similar roles brings comfort and relief. Members of TRUSS often share that networking events provide a safe space to openly discuss challenges and feel understood. This mental and emotional support is as valuable as any business opportunity and contributes to resilience and wellness. I could relate to this deeply from my own experiences in leadership roles.​

Stories of Authenticity and Unexpected Success

Logan shared several powerful stories about authenticity paying off—even in business. One example involved a real estate agent who consistently prioritized building genuine relationships over quick sales, which earned deep trust and repeated referrals. I shared a story from my early sales career where showing up authentically and unexpectedly—simply enjoying a meal rather than pushing a sale—built a memorable, lasting client relationship. These examples underscored how authenticity is a slow, but ultimately rewarding path.​

Practical Advice for Introverted Networkers

For those who find networking intimidating or are “wallflowers,” Logan advised to start where you feel comfortable and passionate—whether that’s a running club, golf group, or any community where your target connections might be. Set small goals, like making two connections, then reward yourself. Over time, these steps build confidence and expand your network naturally. I have personally had my own moments as a wallflower and found these tips valuable for breaking into new groups.​

The Value of Mentorship and Collective Wisdom

Logan described how mentors played a pivotal role in his career decisions, helping him shift from a scarcity mindset to one of opportunity and growth. This reminded me of my own network of trusted advisors who have provided perspective and support throughout my leadership journey. We both agreed that no one succeeds alone, and having diverse voices to seek advice from is crucial.​

Final Thoughts: No One Does It Alone

As Logan wisely said, no one ever did it alone. People bring us opportunities, peace of mind, and community. Investing in authentic, purposeful relationships is foundational—not just for business success but for overall well-being. I’m grateful for this conversation and eager to apply these insights both professionally and personally. For leaders and entrepreneurs looking to grow their networks with intention, TRUSS is an inspiring model of connection at scale.​

Thank you for joining me on this exploration of connection, trust, and authenticity. Remember, building meaningful relationships takes intention and follow-through, but the payoff is worth it. Stay connected and keep growing.