“People have always
been the focus
of my attention.”

Boris Prodanovic


His keen interest in the individual within an organization brought Boris Prodanovic to study economics. He believes that business is not just about numbers. It is about the people who generate these numbers.

Boris Prodanovic is manager, entrepreneur and business consultant. After completing his university degree in business administration, he held several executive positions in companies such as Bertelsmann, Swarovski, Allianz Group and PricewaterhouseCoopers. During this time, he not only participated in numerous leadership development programs, but also experienced first-hand the world of executive search, both as a client and as a candidate.

After moving to Berlin, it was by coincidence that Boris Prodanovic ended up in one of the many acting classes the German hotspot for theatre and acting has to offer. It turned out to be a life-changing experience. He realized that these acting classes awarded him exactly what he had been missing in traditional management seminars. Assertiveness and a confident attitude, effective communication, empathy and authenticity – these are aspects that actors tackle from a much different angle. However, it is exactly this perspective that is essential for effective and efficient leadership in today’s world.

Boris Prodanovic has since taken a wide variety of acting classes, covering different acting techniques, from Stanislavski to Meisner. As a combination of his management background with this acting experience he developed Pedeva, an innovative executive training program.

Pedeva is an acronym of “Personal Development through Acting”. The program is designed to give you, not only as a business executive but also on a personal level, decisive impulses to expand your leadership skills and become an authentic, effective manager. Your success as a business leader doesn’t solely depend on your professional competence, but also on your impact as a human being.

These high standards apply also to Pedeva’s Executive Search branch, where Boris Prodanovic aims to bring back the human aspect to the world of recruiting and headhunting: 

the focus is always on people.