We must learn to say "No"

Introduce yourself in a few words..

My name is Ralitsa Todorova-Baker. I am a marketing specialist with over 14 years of experience in brand management in international FMCG companies. Recently, I went through a significant professional and life change with my move to Toronto, Canada, where I am now adapting to a new environment and starting my own brand of handmade knits, called Knitted Clouds by Rali Baker.

How would you describe your career in a few words?

I describe my career as constant development – I transitioned from a marketing specialist to a senior brand manager in FMCG, and now I am facing a new beginning as an entrepreneur and adapting professional in Canada.

What was the most important choice that shaped your path?

This is a great question for reflection. Although there have been many important decisions along the way, perhaps the most transformative choice that shaped my current path was the decision to move to Canada. This particular choice was different in scale and essence from previous steps, as it was not just a career decision, but a complex life choice. It deeply intertwined personal with professional, as it was driven by the desire to be with my husband, and at the same time required stepping out of the comfort zone – leaving an established career and familiar environment. This move literally opened a new page, presented me with the challenges of adaptation, but also gave me the opportunity to look at everything from a new perspective, to start my own project and explore new possibilities.

What would you like to have known at the beginning of your career that no one told you?

Perhaps the most important thing is that "the career path is not a straight line and success has many dimensions." At first, I imagined the career as a linear ascent, but no one told me that it is perfectly normal and valuable for the path to meander, with turns and even steps aside that enrich – my move is an example of this. I also did not realize how crucial adaptability and soft skills are alongside expertise for long-term success. It is also important to understand that "success" is an individual concept that is not measured solely by titles and salaries, but includes satisfaction, balance, and creating something of your own. If I had known this earlier, I would have been more relaxed and open to different opportunities.

How can a person understand which profession is suitable for them?

Understanding which profession is suitable is a process, not a one-time event, requiring a combination of approaches. First, it is necessary to have deep self-knowledge: to analyze our true interests, the skills we love to use (not just those we are good at), our core personal values, and the preferred work environment. Then comes exploring the outside world: talk to people in the fields you are interested in through informational meetings, read and research different professions, industries, and their prospects.

It is also key to experiment through action: try through internships, volunteering, side projects (as I do with my brand), analyze the experience – what you liked, what you didn’t, what skills you used. Finally, it is important to be flexible and adaptable – accept that careers evolve, interests change, and lifelong learning is essential. The right profession is often the intersection of passion, skills, values, and market demand.

Which skills do you think will be key in the next 10 years?

Given the dynamics of the future, several groups of skills will be key. First and foremost are adaptability and flexibility, along with the ability for rapid learning (Learnability), to navigate constant changes. Next is deep digital and technological literacy, including the ability to work with data and artificial intelligence (AI) as a tool. Due to the automation of routine tasks, skills for critical thinking and complex problem-solving are becoming increasingly important. At the same time, creativity and innovation remain a uniquely human advantage for generating new ideas. Last but not least, in the technological world, the importance of emotional intelligence and interpersonal skills – empathy, communication, teamwork, and building relationships – is increasing. Success will depend on the combination of technological literacy with these deeply human skills.

How to build a network of useful contacts without appearing interested?

To build a network of useful contacts authentically, the key is to shift the focus from "What can I get?" to "What can I give/learn?". This starts with genuine curiosity about the other person – their experience, history, excitement, by asking meaningful questions and listening actively. It is also important to look for ways to offer value first, whether it’s sharing an article, a contact, or just support. We should think long-term, focusing on building trust and relationships, rather than immediate gain – opportunities often come as a result of these connections.

At the same time, we need to be authentic, sharing our own experiences and interests. When seeking informational meetings, we should be clear that we are seeking advice, not a job, be prepared, and respect the other person’s time. Maintaining a connection afterward should be unobtrusive. When the approach is towards learning, sharing, and building meaningful connections, the risk of appearing merely interested dramatically decreases.

What is the biggest mistake you have made in your career, and what did you learn from it?

Every career has its bumps. One of my significant mistakes, from which I learned a lot, was related to managing too many projects at once and insufficient delegation at an earlier stage. Driven by perfectionism and perhaps insufficient trust, I tried to control too many details myself, did not delegate effectively, and was hesitant to ask for help. This led to the risk of burnout and I did not utilize the full potential of my team. This painful, though valuable lesson taught me that leadership is not doing everything yourself, but building trust, delegating wisely, and enabling others to grow while you focus on strategic priorities. I realized that asking for help is not a weakness, but maturity, and that perfectionism can be an enemy. Since then, I consciously work on delegating and trust, which has improved both my effectiveness and balance, as well as the results of the team.

How to recognize a toxic work environment and when is it time to leave?

Every workplace should be a source of growth, but often systemic problems and barely perceptible behavioral patterns cultivate a toxic environment with detrimental consequences. It is important to recognize the signals in time, paying attention to recurring patterns. Some red flags include constant poor communication and lack of transparency; disrespectful or inadequate leadership; negative culture of blame, intrigue, and high turnover; systematic disruption of work-life balance and normalizing burnout; sense of lack of growth, respect, and recognition; culture of fear; or strong intuition that something is wrong.

The decision of when to leave is personal, but there are thresholds that should not be ignored: when the job systematically harms your physical or mental health; when you are required to systematically compromise your personal values; when there are no realistic prospects for improvement despite your efforts; when negativity from work permanently affects your personal life; or when your intuition persistently tells you that you should leave. Sometimes health and self-respect necessitate leaving even without a secure new plan.

What would you do differently if you could start over?

Although I am satisfied with my core life and professional choices, if I could start over with my current knowledge, I would probably change some approaches and attitudes. For example, I would build my professional network more purposefully and earlier, realizing the key importance of contacts for learning and support. I would also have been bolder in experimenting earlier, accepting "meandering" in my career as a valuable opportunity, not as a deviation. Finally, I would set clearer boundaries for work-life balance earlier, realizing the importance of self-care for long-term sustainability. These are attitude corrections that come with experience.

How to maintain our motivation in times of stagnation?

Moments of stagnation are normal, but we can maintain our motivation through various strategies. It is important to remind ourselves of the initial "Why?" – the goal and meaning behind our efforts. Breaking down large goals into micro steps and marking small victories brings back the feeling of progress. Periods of stagnation are ideal for learning and developing new skills, which in itself is motivating. Sometimes it helps to change the routine or the environment, as well as to seek inspiration from successful examples or positive people. We should not forget to remind ourselves of past successes, to allow ourselves a real break when needed, and above all – to be kind and patient with ourselves, accepting that motivation is variable.

How to achieve a balance between professional and personal life?

Achieving balance is not a perfect 50/50 division, but conscious management of time and energy according to priorities. First, we need to clearly define these priorities in both areas. Then it is crucial to set clear boundaries – temporal, spatial, and mental (to learn to "switch off" and be present). We need to learn to say "no" to excess and to delegate effectively. It is important to plan our personal time with the same seriousness as work time and to prioritize self-care (sleep, food, movement, hobbies). We need to be flexible, periodically reviewing the balance, and communicate our needs with others. It all comes down to conscious daily choices.

When is it time to change our career, not just the job?

The distinction is key: changing jobs solves situational problems, while a career change is a response to deeper unsatisfaction with the essence of the work. Signals for the need for a career change include constant dissatisfaction regardless of the company, loss of interest and passion for the field, misalignment with personal values, dreaming of using completely different skills, negative impact on health, lack of inspiration for the future in this career, or constant exploration of alternatives. If several of these signals are persistent over time, it is likely that a reassessment of the entire career direction is needed, requiring self-analysis and exploration.

If you had to give just one piece of advice to people seeking success, what would it be?

It is hard to choose just one, but if it had to be the most valuable for today's world, I would say: Be adaptive and never stop learning. Careers are not static, the world is changing rapidly, skills become outdated. The ability to constantly learn the new, to adapt, and to view challenges as opportunities for growth is what ensures long-term relevance and satisfaction. Investing in your own development is the best investment.

What is your definition of "successful career"?

For me, the definition is contained exactly in the quote by Albert Einstein: “Do not aim for success, but to contribute value.” I believe that a truly successful career is not measured only by titles or money. Success is in the feeling that your work has meaning and through it you contribute something valuable – you solve a problem, help others, create something beautiful or useful, develop yourself and those around you. When the focus is on creating value, satisfaction and recognition (success) come more naturally and are deeper and more sustainable.