There is no success without failure, and the right questions are more valuable than endless efforts

Introduce yourself in a few words…

My name is Alesandrina, for short Alya. I have been on the path of entrepreneurship for almost ten years. I started with an event agency after a long experience in the hospitality industry, and during COVID I switched to product businesses and different industries. In the end, I returned to my well-known field, but this time from a technological perspective, with software for event optimization.

Today my focus is in three directions: The Liber - a social media for entrepreneurs and creative people, focusing on luxury experiences and products; Negotiate Like a Woman – a global project that gathers real cases from women's negotiations to help other women prepare better; and consulting startups in their early phase, when ideas or new products are still fragile but promising. The common thread among all my endeavors is the desire to connect people and ideas and give them more opportunities for development.

How would you describe your career in a few words?

Colorful and diverse. I have always followed my hobbies and personal interests, gradually turning them into projects and businesses. Growing up in Varna, I worked for a long time in the field of events, restaurants, and tourism, everything related to experiences. I have been into sports since childhood, so naturally, I also had a business in health and beauty. A strong theme for me is to encourage more women to take risks.

I love to seek ways to monetize my interests, but not just for the money, but because I believe that this way I find solutions to real problems and I do it with pleasure. For me, this is the most important rule: to be interesting and fun. If these elements are missing, I prefer not to engage.

What was the most important choice that shaped your path?

To separate from my family for a while. I grew up in a home where family is the highest value, but when you are separated by nearly two generations, communication is difficult. As a young person, I needed to experiment, to try, to take risks and even to fail, to understand what truly brings me pleasure and meaning. For my parents, who grew up during a harsh communism, this approach seemed reckless. We had to limit our contacts for a while, until they accepted that we simply have a different vision of the world. I believe that many parents unconsciously limit their children's dreams, driven by fear and the desire to protect them. But the truth is that in the long run, they rob their children of the happiness of self-realization.

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

That “hard work” is a myth. Yes, effort is important, but it is not the key to success. Much more important is to create space for thinking and observation, even in moments when it seems that we are “doing nothing”. It is precisely then that the best ideas come.

Another thing I would have liked to know earlier is that the right questions are more valuable than endless efforts. “How can I achieve more with less?”, “Is this task really critical and will it lead to a result?”, “Who in my contacts can give me good advice on this matter?”. Such questions open many more doors than endless “working”. Experience is needed to learn to ask them, but once we start asking ourselves “What if…”, the horizon before us expands immensely.

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

For some people this is clear from day one, but most discover it gradually. The key is in experimenting and the willingness to take risks, instead of waiting for the “safe” path. Over time, things start to fall into place. I believe that the solution lies in the combination of reason and intuition. Reason helps us think strategically about what we are strong in and what we are not. Intuition guides us to what genuinely excites us. When the two go together, immensely one will discover their calling.

Which skills will be key in the next 10 years, in your opinion?

Every day I ask myself this question. In my opinion, the most valuable skills will be the ability to combine knowledge from different fields and find the intersection between them. In the era of artificial intelligence, narrow specialization will not be enough – models are only as good as the information they are trained on, and feeding them with a vast spectrum of data is too expensive. This means that narrow specialists will gradually be displaced. People who can work with others, think creatively, and understand behavioral sciences will succeed. That is, those who can combine technology with a deep understanding of human nature, motivations, and needs.

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

By truly being interested. When you are genuinely interested in people and their stories, choices, and motives, connections happen naturally and are much more meaningful. The problem is that we have somewhat forgotten the art of having a conversation and the skill of giving, without immediately expecting something in return.

In Bulgaria, sometimes there is an attitude of “don’t help unnecessarily, so you don’t mess up”. I think the opposite: help, even if you “mess up”. After all, we are nothing without the people around us, and it’s good to remember that not only in times of crisis.

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

Trying to impose order and fairness everywhere. Sometimes one must choose their battles and look out for their personal interest and that of their loved ones.

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

A toxic environment is recognized by that constant feeling of bitterness and the unwillingness to be part of it, even when everything “on paper” seems fine. This is a signal that should not be ignored.

I believe that every person should have their exit strategy. If we wait too long, tension and resentment build up and explode at the worst moment, often with consequences for both us and the people around us. Therefore, it is healthier to listen to our inner voice and leave gracefully in time.

What would you do differently if you could start over?

I would start working earlier and would postpone studying at university until I am really sure what I want.

How to maintain our motivation in times of stagnation?

In my opinion, “motivation” is an exaggerated concept. The truth is that 90% of the work is boring and yet must be done. The key lies in discipline and consistent action. Even if it’s small, it should be every day in the right direction.

How to achieve a balance between professional and personal life?

I do not believe in a universal balance. Everyone has their own ratio between work and personal life, which changes at different stages. It is important to regularly ask ourselves questions related to what is a priority now, where we are, and how we feel, and based on that to rearrange our time and energy.

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

When it is no longer challenging, interesting, fun, or engaging. For me, boredom and stagnation are the most unacceptable feelings. If I experience them for too long, it is a clear sign that it is time for a change.

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

There is no success without failure. Treat failure as an experiment, a way to gather data on what works and what doesn’t. And learn to enjoy the process.

What is your definition of a “successful career”?

A successful career is one that makes the lives of those around us better, brings us pleasure every morning, and connects us with people we respect and admire.