Don't look at business as consumers, but in the role of entrepreneurs

Introduce yourself in a few sentences..

My name is Etien Yanev and I am a consultant in the fields of digital marketing, AI, and personal branding. I have trained hundreds of business leaders and entrepreneurs. I give lectures at SoftUni, NBU, and abroad. I am a co-organizer of Sofia Marketing Meetups.

What did you dream of becoming in your childhood years?

A sports journalist. I even remember inviting my friends over to play FIFA, while I took the microphone and commented on the matches. I also remember the satisfaction when they told me: “Etien, this sounds like a TV studio for the Champions League.” After a while, I was on the verge of enrolling in “journalism” at university, but in the end, I turned to PR. This turned out to be one of my best decisions, as through the PR profession, I was able to develop my communication skills and enter the marketing field.

What are the main factors and examples that shape us as individuals at an earlier age and form our interests?

For me, it is the mindset. To see opportunities even in our hobbies. When I mentioned “sports journalism” earlier, I was also a child who spent quite a few hours on the computer or console, playing video games. But I didn't just play; I wanted to be the best. That’s how I discovered a whole new world - that of electronic sports. In short - it’s playing a game, but at a professional level. I even participated in several world championships on the scale of the Olympic Games.

Has there been any significant difference in your perceptions In more mature age about what motivates you to do or not do something?

One thing hasn’t changed - seeing the results and being motivated by them. Whether I was the best in a virtual game or later in digital marketing, I already knew that when a person strives and gives their all, success comes sooner or later. This, of course, goes through constant learning, curiosity, and the courage to continue, even when the experience is still not that solid. This process is real magic - knowing that there is always a way forward, as long as you dare.

Would you change your profession today and which areas of activity capture Your interest?

I have always believed that a person can find a connection between their different passions, and with that, be always adaptable. I already mentioned that I was a gamer, and from there came the connection to journalism (remember, I commented on the matches). Later, I transitioned from journalism to PR, and then to digital marketing. Now I am also on a new page - I teach artificial intelligence for business. And although everything seems “diverse”, there is actually a huge connection between these activities - they are all related to communications. They just take different forms.

They say that personal branding is everything that people say about You when you are not in the same room with them. What would you like to hear today?

A personal brand is built with a lot of effort and over a long time. I often see colleagues who expect to “shine” within a few months. The game is long. But if I can hope for something that people would say about me - I would be glad if they said that I have been helpful to them. Thousands of students and course participants have gone through my courses, and it is a pleasure for me when I have managed to inspire them towards new limits, knowledge, and inspiration.

What do you think about money? What is their influence on Your life?

I am an exceptional workaholic, and with that, I don’t know if I am the most suitable person to answer this question, but I liked what ChatGPT told me recently - “we work to live (better), not live to work.” But honestly, I don’t see work in its traditional sense - when you do what you love, you don’t feel it as work. It energizes you. You always want to be the best at it. And when a person works hard, money comes too. They are, of course, a means, but not the most important thing in life. Without the close people around us, money doesn’t matter.

What is the most valuable career advice you would give to people?

To think critically. To look at business not from the role of consumers, but from the role of entrepreneurs. Recently, I heard from a colleague that he doesn’t use TikTok because “only unserious things are shared on the platform.” This has prevented him from seeing that actually thousands of businesses gain popularity and dividends because of the favorable algorithm of this social network. You just need to shift the perspective and see opportunities where they don’t seem so obvious at first glance. I can’t help but add that it is already becoming mandatory to understand platforms with artificial intelligence, because they can make us more productive.