Success comes when we work on something that we find meaningful

Introduce yourself in a few words…
My name is Katya Dimitrova and I work in one of the most dynamic and turbulent fields – that of public communications. I manage the communication group Interpartners, which includes the companies Interpartners (advertising), InterImage (PR and corporate communications), and the digital agency The Digitarians.

I enjoy combining business with teaching at two universities, as I have taken on as a personal mission the career development of young people.

I am fortunate to work with a great team. I believe in teamwork and personal responsibility, as well as that when we have a common goal, we can achieve anything – as long as we desire it.

How would you describe your career in a few words?
A random start in the completely unfamiliar field of marketing in the 90s – something completely different from what I graduated in. A spark ignited by my interest in this creative profession like advertising. Meetings with incredible life and professional mentors, from whom I had the chance to absorb knowledge. The challenge of learning to manage people, to say NO, and to share success and failure. To learn to rejoice in the success of others. Even if I fall – to look up, get up, and continue… and with a smile!

To set goals and pursue achievement. To have a clear plan, because success is on the side of the prepared.

What was the most important choice that shaped your path?
To step outside my comfort zone. To change a secure job in the banking sector for an experiment in the field of advertising – unknown and underdeveloped at the time I started. Courage helped me, which comes from youth – I didn’t think much about it, I replaced routine with something colorful and interesting. And I did not regret it.

The second important choice for me is discipline and consistency – when something is new and unfamiliar, you often want to give up. It is important to mobilize yourself and tell yourself that this will pass – and if you don’t cope with it, it will still pass and a new challenge will come. To continue, to learn, to become better at what you do.

I have been influenced by people – those I admire and who are authorities to me. The lack of authorities is a major issue for young people today.

What would you like to have known at the beginning of your career, but no one told you?
What empathy is, what it means to walk in someone else's shoes.
That goals must be shared in order to be achieved.
That the imperative does not work – shared values and team energy do work.
That it is good to accept, even when you do not understand a given position.
That there is no such thing as “I will work until I achieve this, and then I will rest” – the most interesting thing in a profession is the development and learning, not the pursuit of an end goal.
… and probably many other things that come with experience and time.

How can a person understand which profession is right for them?
By trying or by watching, listening, and talking to people. You need to trust your own feelings – if you go to work with a smile and a positive feeling, it means you have found your calling. If you don’t want to get out of bed and can’t wait for the end of the workday – the current workplace is not “yours”.

Which skills do you think will be key in the next 10 years?
Adaptability, speed, courage, mastery of technologies, soft skills, curiosity, and energy for continuous change.

How to build a network of useful contacts without appearing interested?
Ooooh, this is difficult and requires patience. Years ago, a colleague in PR said: “Never approach people to introduce yourself at an event. Wait for them to come to you.” – yes, but this comes with time and with building a personal professional brand or at least with clearly stating oneself as a professional.

If we do our job not just well, but more than that, if partners and clients start recommending us – the network begins to accumulate. Then you meet these people at events, gradually organize professional meetings, and thus your network, your community is formed.

In short – work to high standards and believe that the results will not be delayed.

What is the biggest mistake you have made in your career, and what did you learn from it?
To expect people to achieve goals that I have not shared in advance. To expect them to guess that there are difficulties – while I myself have “spared” them by not sharing.

Openness – both for the good and the not-so-good in business – is a driving force. This is how a team learns to achieve goals and overcome obstacles together!

How to recognize a toxic work environment and when is it time to leave?
In a toxic environment, the burden is felt almost physically. Communication is tense, there is no open conversation, people do not look each other in the eye. The solution is not always to leave – there are people with such positive energy, capable of changing the environment.

If this is impossible – we leave when our personal threshold of tolerance is reached. It is important to provide feedback when leaving – it will help that part of the team that remains.

What would you do differently if you could start over?
I would not waste so much energy on trivial things. I would look at the “big picture” more before delving into the details.

How to maintain our motivation in times of stagnation?
When we love what we do, moments of stagnation are just part of the journey. It is precisely then that motivation even strengthens – stagnation is not constructive, and the awake mind seeks how to change the status quo, what new to invent and offer to the team or the market.

The key to maintaining motivation is the right choice of career path or business venture.

How to achieve a balance between professional and personal life?
Many times I have heard that this is impossible. This is one of the clichés that are perceived as more convenient – as if to avoid striving for harmony and happiness in both. When you don’t know it’s impossible – you just do it.

I would say that the “secret” is for a person to be themselves – if they want to develop or grow a business, to build professionally – and if they share this with the person next to them, it is almost certain that they will receive support.

Harmony between personal and professional development is completely possible – with confidence, the right choice of life partner, and openly sharing aspirations.

The idea that successful people in business are alone in life or vice versa – that successful wives/husbands do not achieve success in their careers, is no longer valid.

When is it time to change our career, not just the job?
When what we do no longer ignites us, does not bring us curiosity, excitement, and joy, but has turned into just an obligation. Changing a career path is not an impulsive decision – it must be well thought out and accompanied by real preparation for the new direction.

If you had to give just one piece of advice to people seeking success, what would it be?
To think about the meaning of what they do – not about success or its financial dimension. Success comes when we work on something that we find meaningful and that has an impact on people or society as a whole.

What is your definition of a “successful career”?
Success has different dimensions and is therefore a relative concept. For some, it is measured in the number of successful deals, for others – in working from exotic places around the world.

We can define our career as successful if what we do brings us joy and satisfaction, and we see that it leaves a mark and has significance – for the people who work for us and for those who benefit from our products or services.

And this is one of the clichés that are absolutely true. 😊