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How can business help solve society’s biggest challenges? Welcome to Take on Tomorrow, the award-winning podcast from PwC that examines the biggest problems facing society and the role business can—and should—play in solving them. Hosts Femi Oke and Lizzie O’Leary talk to industry innovators, tech trailblazers and visionary leaders from around the globe about timely topics: from the climate transition to AI and data; and from the future of food to how we build, move and power the world.
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At first glance, business development might not appear to be part of a leader’s role. Yet it’s central to how effective leaders build trust, connect vision to operations, and align people and projects around shared purpose. In this episode of The Leadership Blueprints Podcast, BJ welcomes Brad Adams, founder and principal of The R4 Group, a specialized business development consulting firm.
Drawing on decades of experience from Wall Street to partnerships with architects, engineers, developers, and real estate financiers, Brad shares how genuine relationships, curiosity, and empathy drive long-term success far more than transactional sales tactics. He explains why everyone, not just sales teams, plays a role in business development, and how leaders can turn everyday conversations into opportunities for growth. From nurturing connections to recognizing when partnerships align, Brad shows how genuine connection and follow-through lead to meaningful business outcomes.
Tune in to learn how shifting from “always be selling” to “always be connecting” can transform both your leadership and your business development mindset!
Key Points From This Episode:
• Founding the R4 Group to leverage his network and connect clients for mutual success.
• Insights from connecting clients and partners through trusted relationships.
• Case study: helping a global architectural firm establish roots in Philadelphia.
• A walkthrough of what Brad’s client process looks like.
• How empathy and authenticity strengthen business relationships.
• Tips for nurturing networks through genuine, consistent personal connection.
Quotes:
“I never considered myself a great salesperson, but what I did well was building relationships with people, and that's really where my success came from.” — Brad Adams
“I decided to start the R4 group, which basically leverages my network. And the people [who] engage me, I introduce them to people that I know [who] can utilize their services. And that's what I've been doing for the past 20 years, and enjoying myself every day.” — Brad Adams
“Business development is something that is everyone's responsibility, not just a dedicated salesperson or BD person.” — Brad Adams
“I've had some situations where I haven't done as well as I would have liked, and that's okay. I understand that, and you learn from that. You never chalk it up as a bad experience. You chalk it up as a learning experience.” — Brad Adams
Links Mentioned in Today’s Episode:
Leadership Blueprints Podcast
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