Relationships have always mattered in business; what has changed in recent years is how those relationships are developed and sustained. This Women’s History Month, representatives of GHJ’s Women’s Empowerment Cohort discussed how female leaders can build strategic relationships grounded in trust, clarity and long-term value. 

After a Cohort conversation led by Marilyn Richards, principal of Richards Consulting Group and former branding executive, leaders of GHJ’s Women’s Empowerment Cohort, Christina Fung and Kristin Popp-Inegbedion, came together to observe how leadership continues to evolve for women in the workforce. The two covered a topic that sits at the center of every successful relationship: business development rooted in authentic connection and intentional value creation.

TRUSTED PARTNERSHIPS ARE CULTIVATED

Christina Fung: In our industry, modern leaders are not simply building networks. They are cultivating ecosystems of trusted partners, advisors and collaborators who help organizations solve increasingly complex challenges. How do we see this translate in the workforce among female leaders?

Kristin Popp-Inegbedion: At the recent Women’s Empowerment Cohort conversation with Marilyn Richards, Marilyn shared insights from her framework, “The Five Golden Rules of Business Development.” Her core message was that effective business development is not about being the busiest person in the room. It is about being the most intentional.

It is common for women, and professionals in general, to equate activity with progress. However, Marilyn reiterated that meaningful growth rarely comes from volume alone. It comes from a disciplined focus on the fundamentals: clearly articulating value, communicating consistently and cultivating relationships that extend beyond transactional interactions.

STRATEGIC RELATIONSHIPS ARE BUILT

Kristin Popp-Inegbedion: How would you describe the shift from networking to strategic relationship building? Does this look different for women?

Christina Fung: This shift is really just a natural change alongside broader evolutions across the workforce. In our business, clients are not only looking for technical expertise. They want advisors who bring perspective, collaborate effectively and help anticipate challenges before they arise.

This expectation means greater emphasis on trust and long-term engagement. As advisors, it is our job to be stronger problem solvers and connectors — rather than just service providers.

This approach reframes the concept of business development for many professionals but particularly women navigating leadership roles. Women in power often have to prove their value and expertise as opposed to majority populations that are granted perceived value and knowledge based on appearances alone. Instead of focusing on traditional notions of business development under this approach, professionals are encouraged to emphasize relationship stewardship: sharing deeper insights, offering unique perspectives and creating connections where there are none.

HIGHLIGHTING EXAMPLES IN ACTION

Christina Fung: Have you seen examples of this that have had a real impact? 

Kristin Popp-Inegbedion: More and more, I witness leaders applying this approach. The idea here is that strategic relationship building does not equal dramatic changes. It often begins with a few intentional shifts in how professionals engage with their networks. 

For example, professionals should be able to explain, in clear terms, the challenges they help solve and the outcomes clients can expect. They should share insight, introduce contacts and maintain regular communication to keep relationships active even when no immediate opportunity exists. 

Over time, these behaviors turn networks into trusted support systems.

ORGANIZATIONS PLAY A ROLE 

Kristin Popp-Inegbedion: Do you find that this responsibility lies on just professionals or the organizations supporting them?

Christina Fung: Organizations have an important role in building these connections. Think about structured initiatives, like our women’s cohort, as well as mentorship programs and collaborative forums. Organizations have a responsibility to create space for professionals to exchange ideas, share experiences and strengthen internal networks, particularly those of underrepresented populations. These environments can lead to stronger external relationships, as the skills acquired within the organization can be applied across external audiences.

By bringing professionals together to discuss leadership, professional growth and relationship-building strategies, company programs can turn collaboration into a business advantage.

Kristin Popp-Inegbedion: I agree. These programs can educate employees on how to build trust through consistent communication, reliable expertise and a genuine commitment to helping others succeed. Ultimately, the most successful professional relationships share a common foundation: trust developed over time.

When these elements come together, relationships evolve beyond individual transactions and become long-term partnerships.

EMPOWERING WOMEN PROFESSIONALS

Women’s History Month offers a moment to recognize female leaders. It also highlights an enduring truth about leadership itself: relationships are not built through volume or visibility. They are driven by people who share knowledge, advocate for one another and invest in relationships that expand what is possible.

For leaders across workplaces, this starts with a few core themes:

• Effective business development is built through intentional efforts and focuses on value, not volume
• Strategic relationships are formed when advisors offer perspective and collaborate effectively, not just through expertise alone
• When organizations create internal spaces for connection, it encourages stronger external relationships, too

Conversations like those within GHJ’s Women’s Empowerment Cohort are part of this ongoing story. By creating space for professionals to strengthen their networks, sharpen their perspectives and support one another’s growth, organizations help cultivate the kinds of relationships that move both businesses and careers forward.