Sustainable growth comes from cultivating trust over time—not collecting contacts, memorizing sales scripts or forcing professionals into uncomfortable networking routines.
MOVE Like This With Bonnie Buol Ruszczyk For CPA Trendlines Research
In this episode of MOVE Like This, Bonnie Buol Ruszczyk sits down with Lea Yoneda, founder and CEO of Golden Ginkgo Group, to explore why so many talented accounting professionals struggle with business development and why the problem often has less to do with personality than with how firms define, teach, and reward growth.
Yoneda argues that firms frequently wait until professionals are on the doorstep of partnership before introducing business development, then expect them to master an entirely different skill set with little guidance or support.
Rather than treating relationship building as a long-term professional competency, many firms reduce it to a one-time training session or a list of networking tactics. She believes this approach sets professionals up for unnecessary stress and overlooks the fact that meaningful business development takes years to develop.
A significant portion of the conversation focuses on introversion and the misconceptions surrounding it.
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