Don't give your best to people who can't appreciate it

Introduce yourself in a few sentences..

Hello! I am Martin Zhelyazkov – founder and CEO of Z-Consult, the first premium consulting agency for digital marketing in Bulgaria. I have been involved in marketing since 2008, and in recent years my focus has been entirely on strategic SEO, comprehensive marketing strategies, and developing businesses towards new markets. I see Z-Consult not just as an agency, but as a bridge between business and real results in the digital environment.

What did you dream of becoming as a child?

Oh, definitely an athlete. I played football for almost 10 years, trained in martial arts, table tennis, running – literally everything I had access to. Of course, nothing came of it in the end, but... I don't regret it. Life knows its job.

Otherwise, I have 3 degrees – secondary specialized (electrician), a bachelor's in economics and management, and a master's in financial management. And even though I don't work directly in my fields, they shaped me in their own way. I may not have realized my childhood dream, but I found a direction in which I feel at home.

When did you make your first money? Share something interesting.

It was when I was 13. A neighbor and I created a forum with games and prizes. Imagine a forum from 2008 – phpBB, pictures, prizes, engaged users. After about a year, a person contacted me who wanted to advertise with us. I – a 13-year-old kid, introduced myself as a 20-year-old in the chat, so he would take me seriously (laughs). In the end, we sold the forum for a four-digit amount – and this was at a time when the average salary was half as low.

The funniest part? We received part of the money in... a shoebox! The person had a shoe business. The rest – through a bank account that my parents opened for me with slight concern about whether I was doing something illegal (laughs). They didn't know exactly what I was doing, but they always supported me. And that meant everything.

What factors do you think shape personality at an early age?

It's very individual. For me – sports gave me discipline. At home, there was always support – they helped me with my homework. I was an honor student and I am proud of that.

But the key moment came with the computer in 5th grade. At that time, there was no internet for the first few months, but I was disassembling, installing, cracking Symbian phones, making websites. At 12 years old, I was learning HTML and CSS, and by 13 I already had my first website and forum, which made it into the top 5.

I read a lot – fiction, encyclopedias, motivational books. I read “Rich Dad, Poor Dad” at 13. And yes, it may sound funny, but it is more useful than 2 hours of TikTok.

I have never been into parties. I even went to a club for the first time at 19. I spent a lot of time studying, self-educating, and building values. Maybe that's what saved me in difficult moments later in life.

Did any significant change occur in your perceptions when you grew up?

Absolutely. At 19, I started living alone. I rented an apartment, started working, paid for everything myself. It was a shock – it felt like I was launched into reality. I had no idea what I wanted, I lived day by day. But those years shaped me – taught me discipline, perseverance, and independence.

I went through years of deprivation, hunger, and lack of money. There were moments when I could have gone in the wrong direction, but I didn't. I am grateful that my parents and my closest people were always by my side. That is the most valuable thing.

Who made the decision about what to study after school?

Me. I graduated from a vocational high school as an electrician, but quickly realized that this was not for me. I wanted marketing – I didn't know why, but I felt that it was an internal direction for me. I applied, got accepted, and told myself: “OK, I don't know where this will take me, but I want to be the one who decides.”

What are your interests, skills, and hobbies today?

My main interest continues to be digital marketing, but in recent years my focus has increasingly shifted towards business strategy, automation, and working with AI. I love exploring how the best operate – not to idealize them, but to understand how they started, what their challenges were, and how they got there.

A very important moment for me was 2018, when I started working at Netpeak Bulgaria. This was the period when I received a real platform to develop professionally – to learn from the best, to work with large businesses and institutions, to build contacts and reputation, and to test my knowledge in different niches. I can say with hand on heart that a large part of my current public image is a result of those years of experience there.

After I created Z-Consult, I was able to apply everything I had learned – as I also added AI automation, which minimized manual work in the agency. My work now is entirely focused on strategic thinking, building value for the client, and long-term partnership.

Honestly, I currently don't have time for hobbies in the traditional sense. Every free moment is invested in the development of the business and in my family. But this is a choice I make with all my heart.

Would you change your profession?

No. It’s hard, the pressure is high, and the responsibility is too. But that is the freedom – to know that if something doesn't work out, you are responsible. And that is the strength.

My interest in AI and automation is only deepening. In my opinion, the big revolutions in this field are yet to come – by 2030 we will see technologies that we don't even suspect now.

What do you want people to say about you when you are not in the room?

Just one thing: “Thank you for helping me.” I don't want anything else. I don't seek fame, I don't seek recognition. And yes, over time, a personal brand somehow developed – people stop me, write to me, thank me. But this has never been an end in itself.

It’s important to be able to help without expecting anything in return. And to have inner peace that you have given without counting.

How do you cope with daily stress and maintain your motivation?

I try to maintain balance. Emotional intelligence and adaptability are key. It’s not always the smartest who wins – it’s the one who adapts best.

I communicate constantly – I have been teaching for years, over 15,000 people have passed through my courses. This has taught me to read people, to sense situations, to act with understanding, not with ego.

What lessons have you learned about communication with different people?

Sometimes you have to step back, even when you're right. You don't always need to say everything, to prove everything. Sometimes silence is the strongest answer.

Don't give your best to people who can't appreciate it. Let the situation show who is who. And most importantly – don't force yourself to be understood by everyone.

What do you think about money?

Money is necessary – no doubt about it. But it’s not everything. For me, it is a result, not a goal. If you work well, if you help, if you build value – money comes.

My happiness is in my family – my wife, my child, my parents, my friends. They are the reason I feel rich. Everything else is a bonus.

The most valuable career advice you would give?

Don't give up. Act. Be a little bold, very persistent, and endlessly goal-oriented. 80% of new businesses do not survive 6 months – not because of a bad idea, but because of a lack of persistence.

Life is not easy, but the path is yours. If you walk it – you will know that you have arrived on your own feet. And no one can take that away from you.