The moral code of business begins with ethics

Introduce yourself – what do you do, which areas of activity are of interest to you?

My name is Anna-Maria Yotsova. I am a humanist who is a teacher, inspirer, and social entrepreneur. My professional path began while I was still in university, working for the cause of children as the future of Bulgaria, in the non-governmental sector. Subsequently, the exceptional experience I gained working in managerial positions in multinational companies like Vodafone and Coca-Cola and corporate structures like A1 was valuable preparation to start something of my own. Now, about 12 years later, this is Discover International School (International School and Kindergarten “Discoverer”), which is an IB World School with programs for primary and secondary education - Primary Years Programme (PYP) and Middle Years Program (MYP), and a candidate school for Diploma Programme (DP). I am excited about the development of human potential and driven by these pursuits, I have gone through numerous international qualifications. As an AMI Montessori teacher for ages 3-6, 6-12, and 12-18, I work with children, partnering in their development and skills not only in school but also for life beyond that. I work with teachers and parents, supporting the holistic approach in education. Recently, I joined the training team of Fondazione Centro Internazionale Studi Montessoriani in Bergamo, Italy. I work as supporting the training of future Montessori teachers for primary education (grades 1-7) - a group of 16 enthusiastic young people from all over the world. This is part of my journey to become an international trainer, and Bergamo is the best place in the world.

When did you realize that you wanted to be an entrepreneur, not just an employee?

Sometimes different circumstances align and opportunities arise. I wanted to work for something meaningful for others. And I found my great cause that guides me and gives me strength when it gets tough. I have courage and can take on challenges. I even love it. I realized I was an entrepreneur after I was already one. Maybe internally I was searching for these opportunities. But I know that when you feel you have the skills, that you can do more, and that you are bored with what you are doing, it is the moment to think about whether you need the freedom and responsibility of not being an employee. This does not promise to be an easy path, but it prepares you to focus on the valuable things, to choose the right over the easy decisions, to adapt, to be ready to learn from mistakes and grow with those around you.

What were the most defining moments in your professional path so far?

Throughout my professional journey, I have learned from amazing leaders in both business and education. And this is truly defining. My work on an international project as part of Vodafone Group was something that helped me realize I was a citizen of the world. Going through a three-year AMI Diploma 6-12 training was transformative, both personally and professionally. Key to my professional development and for our organization was the transformation from a bilingual Montessori school to an international IB school for all three programs from 3 to 18 years.

Was there a turning point that changed your vision of success?

Every day can be a small success and so day after day, small success after small success complement and create the successful path. This requires persistence, discipline, compromises. The spark in the eyes must be present. Gratitude, the pursuit of mastery, and diligent work - also. If you have all of this, ambition and the awareness that you can achieve anything you truly dream of, if you put in the right efforts with the right people - this will be success.

How has your role in business changed over time – from creator to leader?

The beginning is always challenging - you have to be a magician, to be able to do everything or to have partners and colleagues who know and can do what you - cannot. A huge amount of responsibilities and functions accumulates. As the organization grows, you must gradually let go of operational activities, empower the team even more, so that everyone feels like a true leader in their role. You have to stop making decisions. This is also a process. The most important component of your role always remains - to sow the seeds of collective consciousness, to ignite the minds and hearts of people you work with, for a common vision and to inspire.

Where do your ideas come from – intuition, market, need?

From all of this a little - intuition, understanding of business, of needs and human trends. I can trust my intuition. I try to feel the pulse of the organization and the needs of others. I listen more with all my senses. Many ideas come from travels, from books, from meetings with friends and colleagues from near and far lands.

How do you understand when an idea has value and potential, and not just sounds good?

From whether it fits into the big vision, whether it contributes and how. Sometimes there are ideas that have value and potential, but they need to wait for their moment. Other times, you must not miss the little bird sitting on your shoulder - that is, to seize the opportunity and act quickly. At the same time, education is a long energy - if you want to achieve some goal, it is necessary to plan it, prepare the ground, and start working the garden 2-3 years in advance.

How do you approach the creative process – do you have rituals, methods, or do you rely on “the moment”?

There was a time when I believed that waiting for “the muse” to come for certain tasks contributed to the creative process. That was before. Knowing my rhythm, I no longer need a muse. Now I try to live creatively every day. But I am a fan of waking up before sunrise, when I do the most valuable inner work. I need nature, to escape the noise of the city, people, and technologies. Constantly learning something new, a lot of movement, and not overdoing anything are part of my creative diet every day.

What inspires you beyond business – art, people, travels?

Sometimes work or life situations can take you to a place where you don’t remember who you are. And then you need to rediscover yourself. That’s why I feel that you always need to stay grounded for the things that make your heart leap. For me, these are the people I love, and I know I can trust. I love art in all its forms - to enjoy and marvel at the masterpieces of creators. I feel good when I use the means of art to express myself  - I love to paint and try to write. I also use movement for inspiration. And movement in the cultural space of our mountain, that is, travels truly recharge me with different energy, which inspires new ideas. 

What are your unchanging principles in work and life?

Balance and dynamics, peace and justice, freedom and responsibility, joy and energy.

What place does ethics occupy in entrepreneurship according to you?

Entrepreneurship and every business must serve others, contribute. Ethics is fundamental - this is the moral code. These foundations are laid in the mission of the organization or in other words - the promise it makes to others. If profit is the sole aim and money is paramount, it would lead to ethical compromises. We live in times when it is easy to do business with people from different cultures and it is important to understand their needs and expectations, so you can be ethical and act with respect. 

Do you believe in the balance between personal and professional life or do you accept that it is an illusion?

I believe that every leader needs to recharge in order to do their craft in the best way.

What is the most valuable lesson you have learned “the hard way”?

To set boundaries and to be like water.

How do you motivate yourself in moments of doubt or failure?

It is not easy. Even to act like a soldier is not enough. A dose of constructive stress is necessary in any doubt or fear of failure. I meet failures with care, learning, forgiving, adapting, and moving forward.

What legacy do you want to leave behind – as an entrepreneur, but also as a person?

To have contributed to the overall development and potential of more human beings to grow into people of character who have maximized their talents, their authenticity, and have the courage to be the best version of themselves.