Redefining Success: The Power of Human-Centered Relationships in Business Development
By Helen Wada with Alisa Voznaya
Being Human at Work. Are We Embracing Its Full Advantage?
In this episode of Human Wise, I spoke with Alisa Voznaya, Partner at BDO and a dynamic leader in risk consulting. Her career has spanned academia, forensic risk analysis and now business leadership, giving her a distinctive lens on how relationships shape growth. What stood out most is Alisa’s belief that technical expertise, while vital, is no longer enough. Real trust and influence come from how we connect as people first, professionals second.
Alisa: “We’ve prioritised expertise for so long that we sometimes forget: influence, trust and opportunity all begin with how we connect as people — not just professionals.”
Helen: “When we think about being human at work, it’s about showing up with curiosity, empathy and presence. These are the things that make you memorable, and they’re often overlooked in environments that prioritise technical skill above all else.”
Human-Centered Selling in Professional Services
Selling is a word that often makes professionals uncomfortable. It can feel transactional or forced. But Alisa reframed it beautifully — for her, business development is human development. When we stop thinking about “selling” and instead focus on curiosity, listening and care, the pressure fades and sustainable growth follows.
Helen: “So often people think of business development as this scary, unnatural thing. But if we strip it back to asking better questions and listening deeply, it becomes very human, very natural.”
Alisa: “Some of the best commercial opportunities have come not from my expertise, but from creating the safety for clients to express vulnerability about what really keeps them up at night.”
From Expertise Alone to Human Connection
Technical knowledge opens doors, but it doesn’t keep them open. What really builds long-term trust is emotional intelligence and the ability to see people as whole human beings.
Alisa: “It’s not just about having the knowledge. How are you showing up for others? How do you see the individual across from you — not just their role or their problem, but as a full human being?”
Helen: “I often say knowledge gets you invited in, but connection is what keeps you in the room. And that comes from showing up as a person, not just a professional.”
Key Behaviours for Human Advantage at Work
Throughout our conversation, Alisa highlighted behaviours that shift business development from transactional to transformational.
Blend the Personal and Professional
Alisa spoke about the importance of being the same person at work and outside of it. Authentic leadership means showing up consistently.
Helen: “The feedback you get when people say ‘you’re the same everywhere’ is such a gift. It’s what builds trust.”
2. Active Listening and Pure Curiosity
Deeper questions lead to deeper trust. It’s not just about polite check-ins but uncovering what really matters.
Alisa: “Some of my deepest professional relationships started with me openly sharing when things didn’t go to plan. People remember how you made them feel.”
Helen: “When you give people the space to talk about what’s really on their mind, you often uncover the challenges that matter most, and that’s where trust begins.”
3. Long-Term Relationship Building
Success is rarely immediate. Alisa reminded us that business development takes patience.
Helen: “Relationships don’t pay off instantly. It’s about staying in touch, adding value and showing up consistently — that’s what builds momentum.”
4. Embrace Vulnerability as Strength
Perfection doesn’t build trust, humanity does.
Alisa: “Some of my deepest professional relationships started with me openly sharing when things didn’t go to plan. People remember how you made them feel.”
Helen: “I love that, because it’s so true — when we admit we don’t have it all figured out, that’s when people lean in.”
Practical Steps to Bring More Humanity into Business Development
Practice Curiosity: Reach out with genuine interest, expecting nothing in return.
Reflect and Gather Feedback: Ask colleagues and friends how you show up at your best.
Connect Others Generously: Think beyond yourself and open doors for others.
Cultivate Patience: Accept that relationships take time to bear fruit.
Be There When It Matters: Show up not just when you need something, but especially when you don’t.
Helen: “It’s the small, everyday moments — the check-in call, the introduction, the encouragement — that build your reputation over time. That’s the human advantage.”
Final Thoughts
As we wrapped up, Alisa left us with this challenge: “Is there someone you’ve been meaning to reach out to, but hesitated? Make that call, send that note. You might be surprised where it leads.”
At Human Wise, we believe redefining growth through human connection isn’t just more fulfilling — it’s commercially smart. Every conversation is an opportunity to build trust, solve deeper problems and create value, one relationship at a time.
Listen to the full episode with Alisa Voznaya here. And let’s keep the conversation going — share your own human advantage stories with me on LinkedIn.
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Connect with Alisa Voznaya on LinkedIn to continue the dialogue on risk, innovation and being more human at work.