• Career growth depends on building a network rather than relying solely on your manager's support.
• Career coach Andrea Wasserman encourages forming cross-functional relationships to enhance visibility.
• Office "influencers" shape outcomes without formal authority, making them key allies for career progress.

Many corporate professionals believe their career trajectory hinges on one person: their boss. They think: If my manager advocates for me, I'll get promoted. If not, I'm stuck.

That's a misconception because promotions rarely come from a single champion — they come from a web of relationships. These include people who shape the perception of others, pressure-test your thinking, influence decision-makers, and speak about you when you're not in the room.

If you want your career trajectory to soar this year, you should be refining your relationship strategy, starting with these five categories of people.

1. The cross-functional partner who depends on you

High performers often invest in building deep credibility within their own team and spend significant time thinking about how to impress senior leaders, but neglect peers in adjacent functional areas. This limits visibility.

I once worked with a retail marketing director who consistently exceeded her revenue targets. She assumed that would be enough for promotion, but when senior executives evaluated her readiness for a broader role, they asked, "How does she lead cross-functionally?" Her merchandising partner on another team described her as territorial and protective. This stalled her progression.

She rebuilt the relationship by scheduling monthly alignment meetings with merchandising and supply chain, asking about their margin pressures, and proactively adjusting campaign timing to reduce markdown risk. Within two quarters, her boss told her those partners started advocating for her "one company" mindset.

Cross-functional relationships create leverage because they expand who experiences your leadership. Your reputation can't grow within your silo.

2. The culture carrier

Every organization has culture carriers who are respected insiders without an HR title or the formal authority to lead culture, who set an example of acceptable norms and embody how decisions actually get made. They may not have the biggest titles, but they have credibility and context.

When a newly promoted vice president entered a financial services firm, I saw him struggle in executive meetings. His ideas were strong, but they didn't land. He later realized he was presenting a detailed analysis in a culture that valued decisive framing.

He built a relationship with a longtime chief of staff who was widely respected but rarely in the spotlight. She helped him understand the company's "operating language," which is how leaders structure arguments, how disagreement is expressed, and what signals executive readiness.

Within months, his presence shifted. He wasn't more competent than before, but he was better prepared to show up appropriately. It's critical to understand the unwritten rules so you can move inside them with greater ease.

3. The influencer without formal authority

There's often someone who shapes outcomes without owning the final vote. It may be a product manager, a program lead who briefs the executive team, or a person who controls the data that frames strategic decisions. These influencers control how far your work goes and what people think of it.

A senior operations leader once told me she was invisible in the prep work for big meetings, even though she felt she had valuable contributions to make. Instead of chasing her boss and pleading for airtime, she focused on the strategy lead, who oversaw the synthesis of updates and recommendations from various functional areas. She began sending structured summaries — three risks, three opportunities, and one recommendation — to that person ahead of key meetings. Within weeks, her language began appearing verbatim in board decks.

Rather than demanding visibility, she became indispensable to someone who already had a seat at the table. While it's tempting to chase senior leaders, don't overlook the people who shape what those leaders see.

4. The truth-teller

Feedback can be hard to get. Your boss may soften it, peers may avoid it, and direct reports may filter it, but without it, your growth will stall. You need one person who will tell you the hard truths before they cost you credibility.

A high-potential director once asked a peer she trusted, "What's one thing I do that might be hurting how I'm perceived?" The answer she got made her uncomfortable: "You over-explain when you're presenting, and it makes you sound defensive." In executive settings, brevity signals confidence, but her error never came up in a performance review.

She began practicing tighter framing. Within months, leaders described her as more decisive and executive. The issue wasn't competence — she was simply unaware of a change she needed to make.

5. The sponsor — but built through exposure, not "pick your brain" requests

Senior sponsorship doesn't start with a formal ask for mentorship or coffee dates. It happens through consistent exposure to your work and your thinking behind it.

One client assumed his boss's boss would naturally champion him, having heard through the grapevine about his analytical rigor. He delivered strong results but only showed the output, not the problem-solving process. I coached him to shift his approach and, instead of presenting only one conclusion, bring structured options: "Here are three paths, here's the tradeoff, and here's my recommendation."

The goal is to have someone who references your strategic ability in executive meetings, so you become known as "already operating at the next level."

Next steps

If you're new to your organization, introverted, or stretched thin, prioritizing several relationships may feel overwhelming. It doesn't have to be.

Start with two relationships this quarter. Replace one transactional update with a strategic conversation. Ask one person for candid feedback. Offer one cross-functional assist that wasn't required. In a hybrid work environment, it's ideal to schedule these conversations for in-person days, but it's better to make them happen remotely than not at all.

If you focus only on impressing your boss, you narrow your sphere of influence. By building these five relationships, you expand your reach. This road map will ensure that enough of the right people experience your capabilities.

• Tom Blake, 29, turned his college side-hustle experiments into a full-time content business.
• He now makes a six-figure living by testing and reviewing side hustles on YouTube and Substack.
• Paid market research is one of Blake's top side hustle recommendations, offering low-stress income.

This as-told-to essay is based on a conversation with Tom Blake, a 29-year-old YouTuber and blogger, about his experiments with side hustles. It's been edited for length and clarity.

I started experimenting with side hustles in 2014 while I was in college for a simple reason: I needed to pay the bills. Since then, I've tried over 100 of them — everything from AI website generation to crypto reward programs to paid shopping.

I read a lot about side hustles on Reddit, and many just didn't work as advertised. In 2018, this frustration led me to start a blog documenting my side hustle tests.

I studied psychology, minored in marketing, and interned at a digital marketing agency, which became my first job after graduating. I kept side hustling because the job had a pretty low starting salary, and I wanted to build wealth faster.

I then realized I could make more money on my own outside my job if I worked hard.

My content business is now my full-time job

Over time, the blog grew steadily, and my content business — including my main YouTube channel, a smaller YouTube channel, some blogs, and an email newsletter — became my full-time job.

From ad revenue and affiliate links, it made about $1,700 in its first year, then about $7,000 the next, and $20,000 the year after. Over its lifetime, it generated more than $1 million in revenue before I sold it at the end of 2023.

Since then, I've become a digital nomad earning six figures by testing side hustles and online gigs on YouTube and my Substack. I make about $2,500 a month from side hustles, including gig apps, money-making websites, investing, consulting, and freelance gigs.

These are five of the most lucrative and realistic side hustles I've found, especially for beginners.

1. Paid market research

This is one of the simplest ways I've ever made money, and I still do it today.

Companies need feedback from real people. Sometimes they're looking for niche groups like accountants or grocery store workers, but you can join platforms to find open focus groups or market research calls.

Typically, you apply for studies through platforms like User Interviews or Respondent. If you're selected, you join a Zoom call with a researcher, answer questions for 30 to 60 minutes, and get paid.

The pay varies widely, but it's common to earn $50 to $80 for a half-hour session, or $75 to $100 for an hour. A few months ago, I did a 45-minute conversation about AI and earned $200.

The downside is that you won't qualify for most studies you apply to, and you have to apply to each one. Still, I can usually land one every month or two, and the work is easy and low-stress.

2. Niche gig economy apps

Most people think of the gig economy as Uber or DoorDash, but there's a whole world of lesser-known apps that can be pretty lucrative.

One example is Sharetown. It partners with mattress and furniture brands to handle oversize returns — things like sofas and mattresses that retailers don't want back in their warehouses.

As a Sharetown rep, you pick up returned items from customers, resell them on Facebook Marketplace, and split the proceeds with the company. Sharetown tells you what to pick up and what price to list it for.

I've spoken with reps who make a few thousand dollars a month, especially in busy areas. You need a vehicle that can haul large items, but for the right person, it's a clever way to start a flipping business with almost no upfront risk.

There are also apps like Dolly and Lugg, which pay people to help with moving jobs. You can sign up as a driver if you have a vehicle, or just as a helper if you don't.

3. Rewards and discovery apps

Rewards apps have improved a lot in recent years. They're apps that pay users for downloading apps, playing mobile games, and trying products and services.

I use Scrambly. I've earned more than $1,000 using it in testing over the last few months. One offer I received paid me $250 to open a bank account.

I don't recommend this as a primary source of income. Most of the time, you're earning around $4-$5 per hour, but if you're already playing mobile games or planning to switch bank accounts, it's worth checking them out.

4. AI training and data annotation

One new side hustle I've been testing is AI training.

Many companies hire human testers to review AI-generated outputs from different models and rate them, helping improve them over time. It's essentially quality assurance for artificial intelligence.

I recently started testing this space and was accepted into a platform called Micro1. After a 20-minute screening process, I was able to apply for paid projects.

Pay rates vary dramatically. Some roles pay only a few dollars an hour, while more specialized projects, such as those that require a Ph.D. in a specific field, can pay $25 to $50 or more. The work is fairly steady, and some even offer 30 to 40 hours a week.

5. Website and app testing

This is another side hustle I did frequently in college and still recommend for beginners through sites such as PlaytestCloud, Userlytics, and Trymata.

Companies pay users to test websites and apps under development. You follow the instructions or navigate the product yourself, then share honest feedback. Most tests pay $10 to $20 and take about 15 to 20 minutes. Longer tests of up to an hour can pay $50 to $100.

The downside is that you have to sign up and claim the tests while they're available, on a first come first serve basis.

Lessons I've learned

Side hustles can be exciting, and I think people should experiment with them, but if something sounds too good to be true, it probably is.

Before trying anything, I always recommend reading reviews and checking forums as part of basic due diligence. If someone online is promising massive hourly earnings with no downside, that's a red flag.