The Inspiring Rise of Ida Fanelli Redefining Holistic Aesthetics in Canada
FemTech & Women’s Health Innovation Redefining the Future of Healthcare HEALTHTECH
Awards aren’t about vanity. They’re one of the sharpest sales tools you’re ignoring.
AI at the Helm: The Rise of Leaders Shaping Tomorrow’s Workplaces TECH-N-TRENDS
Designer
Distributor
n 2025, women leaders across industries are rewriting the narrative of power and progress. They are not just breaking barriers but reshaping the very foundation of leadership—where innovation meets inclusion, and vision aligns with impact. From boardrooms to grassroots initiatives, these trailblazers prove that true empowerment lies in creating pathways for others to rise, leaving behind legacies of purpose, resilience, and transformation.
In an age defined by transformation, resilience, and innovation, Global Biz Outlook proudly presents the “Most Empowering Women Leaders to Watch 2025” edition. This issue is a tribute to extraordinary women who are not only driving business excellence but are also shaping a world where purpose, progress, and empowerment go hand in hand. These leaders embody courage, creativity, and conviction—reminding us that leadership is not just about breaking barriers but about building bridges.
At the heart of this edition is our Cover Story on Lubna Elbannan, Managing Director of the International Business Unit at PSdigital Her leadership journey is one of vision and conviction—championing inclusion, driving innovation, and setting a new benchmark for purposeful leadership. Lubna’s story is not only inspiring but also catalytic—encouraging future generations to lead with impact and integrity. Her journey sets the tone for this edition, spotlighting women who are redefining leadership on their own terms.
We also celebrate the remarkable contributions of leaders like Ida Fanelli, Founder of Esthetics by Ida in London, Ontario, Canada, who is revolutionizing holistic aesthetics;
Editor-in-chief
Tatiana Missuzu Yagura, COO of Energy Summit, whose leadership is fueling global conversations on energy and sustainability; and Eva Munsamy, Founder & CEO of TSEDI HOPE FOUNDATION, a true humanitarian and changemaker balancing advocacy, diplomacy, and enterprise.
Joining them are Heather A. Campbell, Founder & CEO of Ready Set Recover, a strategic leader and author making recovery and resilience accessible; Elinor Stutz, internationally acclaimed author and business blogger of Smooth Sale; Dr. Kerstin Brehm, Founder & CEO of The Leadership Clinic™, empowering leaders to thrive; Kim Groshek, Content Contributor for SoundBits; Audrey Sommerfeld, Minnesota Cup Judge at the University of Minnesota; and Annette Densham, award-winning specialist and profile builder at Award Writing Services Each of these women brings forward a unique story of determination, purpose, and excellence.
As you journey through these pages, you will discover narratives that transcend industries, cultures, and geographies—stories that remind us of the universal power of vision, empathy, and action. These women are not just admired for their titles or roles but for the lives they touch and the legacies they are creating.
In celebrating the Most Empowering Women Leaders to Watch 2025, we embrace a profound truth: leadership is no longer about commanding influence—it is about empowering others to rise. And the women featured in this edition exemplify this truth with every step they take.
Let us be inspired, let us lead with purpose, and let us continue to empower.
Story
In a world where leadership often follows convention, Lubna Elbannan chose to rewrite the script. Her journey is not just about climbing the ladder, but about reshaping the ladder itself for those who come after. With a vision rooted in inclusion, innovation, and impact, she continues to stand out as a force of transformation. This is the story of a woman redefining leadership on her own terms.
Her academic foundation in studying economics shaped the way she thinks and gave her the ability to understand patterns, analyze data, and connect the dots between supply, demand, and value, which now sits at the core of every business strategy. This taught her that decisions aren’t made in isolation; they’re made at the intersection of behavior, performance, and market reality.
But for her, it wasn’t just about theory. Lubna started working while still in university, driven by curiosity and the need to explore. One of her earliest internships was with Unilever, where she trained in the Trade Marketing department. Her role involved market visits across multiple cities, direct consumer interviews, behavioral analysis, and translating field insights into actionable brand recommendations. Where she learned how to listen, not just to what consumers say, but what they mean. It sharpened both her communication skills and ability to bridge brand intention with consumer needs.
Another pivotal experience was at the Four Seasons, where Lubna worked in the Sales and Marketing department. That wasn’t just a job; it was a school of elegance, excellence, and executive presence. It taught her how to negotiate, host, close deals, and
operate in boardrooms with CEOs and high-level clients. Lubna still carries those lessons today, especially when she leads global presentations or client partnerships across luxury and corporate brands.
“A particularly transformative chapter came during my time at O2, where I served as Executive Manager under the leadership of Mohamed El Johmani. He believed in giving complete autonomy, and that freedom became my runway. I led business development, sat in leadership meetings with Fortune 500 companies, presented strategies, handled PR interviews, and built client relationships from the ground up. I didn’t have all the answers then, but I had the drive to figure things out. And that independence helped me develop the kind of decision-making, confidence, and ownership I now pass on to my team,” says Lubna.
Each of these experiences—from consumer insight to corporate hospitality to entrepreneurial business building—sharpened her communication, independence, and confidence. Today, she blends the analytical lens of economics, the empathy of marketing, the rigor of service, and the autonomy of leadership in her role at PSdigital, enabling her to lead and scale a business built on clarity, value, and vision.
Lubna’s entry into the digital industry was not the result of a single moment, but a series of realizations that pulled her deeper into a space where innovation and consumer behavior intersect to create real-world impact.
Early in her career, she became fascinated by how digital tools could influence decisions, shape experiences, and solve business problems in scalable ways. “I wasn’t just interested in building websites or
launching campaigns; I wanted to understand how the right ecosystem, powered by data and strategy, could transform a business.”
She recalls noticing brands operating in silos with fragmented tools, disjointed campaigns, and no unified view of their customers. This
realization shifted her perspective. She didn’t want to simply launch campaigns—she wanted to bridge systems and strategy, empowering decision-makers with clarity through data-driven solutions.
“I didn’t just want to work in the digital space. I wanted to redefine how it was used—not just for visibility, but for value. That became my main driver,” she says. Over the years, that intention matured into building full digital ecosystems where performance marketing, platforms, data, integrations, and strategy all work in sync and seamlessly together. “I’ve seen firsthand how this approach not only drives growth but also transforms how companies operate, think, and make decisions,” she expressed.
“This career wasn’t chosen, it was built, one layer at a time, and the deeper I went, the clearer it became, and this is where I’m meant to develop and grow,” she reflects.
Resilience as a Strategy: Staying Grounded in the Face of Change
With over 16 years of experience in technology, marketing, and advertising, Lubna led large-scale digital transformation initiatives, performance campaigns, and brand growth strategies across diverse markets. Today, Lubna serves as the Managing Director of the International Business Unit at PSdigital, where she leads clients operations across 20+ countries, serving multinational clients, high-growth, and SME businesses.
Her role spans digital transformation, digital and social asset design and development, performance marketing, and data systems integration, all grounded in the belief that brands
can only thrive when their digital ecosystem is both human and tech-enabled. Over the years, Lubna has had the privilege of working with global leaders like PepsiCo, P&G, Emaar, Etisalat, Burger King and many more, driving measurable growth through integrated digital solutions.
Beyond business, Lubna is a single mother to a 15-year-old daughter, a role that has shaped her more deeply than any title. Balancing executive responsibilities while raising a strong, independent young woman has taught her to lead with empathy, structure, and intentionality. Fitness keeps her grounded. She starts most mornings training, and she’s instilled the same discipline in her daughter, who trains and competes in football.
“Resilience, to me, is about staying steady through change — showing up, even on the hard days, with clarity, care, and intention. It’s what anchors me, whether I’m leading a team, raising my daughter, or navigating challenges,” says Lubna.
Guided by Mentors, Grounded by Motherhood
Two defining forces have guided Lubna’s journey: one professional, the other personal, that have shaped who she is and how she leads today.
Professionally, she credits Seif El Sawaf, CEO and Co-Founder of PSdigital, as a pivotal influence. Working alongside him has been, in her words, “a masterclass in visionary leadership, humility, and empowerment.” “He leads with intention, clarity, and a deep commitment to creating space for others to rise, especially women in leadership. His trust in me and his belief in what I bring to the table have been foundational to my growth as a leader. The culture of ownership, innovation, and values-driven execution we’ve built at PSdigital is a direct reflection of that leadership style, one I’ve adopted and passed on to my team.”
On personal grounds, her daughter Cyrine has been her most powerful influence in her life. Raising her as a single mother while leading global business operations has challenged Lubna to be both soft and strong, to be present without losing momentum, and to lead by example in every area of life. “She sees me not just as her mom, but as a woman building something meaningful. That’s a responsibility I carry with deep pride,” assures Lubna.
She also acknowledges the support of her ex-husband Hazem, with whom she has maintained a respectful co-parenting relationship. “His continuous encouragement and unwavering support in every decision I’ve made, both personally and professionally, have played a huge role in enabling me to pursue my vision with strength and peace of mind,” expresses Lubna.
Together, these influences taught her that leadership is not about titles or tasks but about the energy you bring and the example you set.
Founded in 2007 by Seif El Sawaf (CEO and Co-Founder) and Mostafa Mazen (Founder), PSdigital began as a software development company rooted in strong technical talent and product delivery from Egypt. Later evolving into a social media and content agency, it eventually expanded into a full digital transformation, aligning with how global brands began shifting their operations, marketing, and customer experiences into integrated, data-driven ecosystems.
PSdigital was founded in 2007 by Seif El Sawaf and Mostafa Mazen, initially operating as a software company based in Egypt. In 2017, Lubna joined as a shareholder and Managing Director of the International Business Unit, with a focused mandate to scale the business globally. Leveraging over a decade of professional experience in Dubai and a strong regional network, she led the company’s entry into the UAE market and spearheaded its international expansion. What began as a UAE-driven growth initiative evolved into a global operation — today, PSdigital serves clients across EMEA, APAC, and the Americas, delivering strategic digital transformation solutions tailored to diverse industries and markets.
The model she helped build is both simple and powerful: a cost-efficient execution team in Egypt paired with business-facing expertise and client servicing across international markets. This balance has allowed PSdigital to deliver world-class solutions at competitively priced and extremely value-driven, from digital assets to performance marketing and cross-platform integrations.
Today, PSdigital serves clients ranging from global brands to SMEs and government institutions, all with one thing in common: a need for a partner who can execute at speed, scale, and depth while understanding the nuances of each market.
“My role was never to invent the company—it was to amplify its potential, align it to global standards, and unlock new markets with a strategy rooted in performance, relationships, and delivery,” she explains.
Value,
Expanding PSdigital internationally came with its challenges. Without a portfolio outside Egypt, building credibility was the first hurdle. Lubna and her team pitched
aggressively, often taking contracts below their worth just to prove capability.
Every small project was treated as a strategic investment, executed to overdeliver. This led to trust, larger projects, and referrals. Personal credibility and long-standing relationships in Dubai also played a critical role in opening doors.
“Eventually, we built a solid portfolio of international work, backed by real performance and happy clients. That’s what allowed us to scale to present case studies, build success stories, and confidently enter new markets with proof, not just promises. The balance of value, execution quality, cost-efficiency, and relationship integrity became our formula for growth. Looking back, the early hurdles weren’t setbacks; they were strategic stepping stones. We didn’t just build a business. We built trust, one project at a time,” she explains.
Over time, this approach transformed hurdles into stepping stones and helped the company establish a global presence.
Today, PSdigital offers end-to-end digital ecosystems that solve business problems, drive growth, and unlock long-term value. That includes:
▪ Digital Transformation Strategy & Consultancy:
The company assesses the full digital landscape of a business providing holistic strategies to align operations, customer experience, and data intelligence. Their consultancy approach ensures that brands are optimized for efficiency, scalability, and meaningful engagement across their entire digital ecosystem.
▪ Social and Digital Assets Design & Development:
From e-commerce and informative websites to mobile apps, UI/UX, and custom-built platforms, they design and develop digital assets that are scalable, conversion-oriented, and performance-ready. Their work also includes social media management, loyalty program design, and deep integrations with solid tracking frameworks.
▪ Performance Marketing: PSdigital drives traffic and measurable results through full-funnel digital campaigns, search engine optimization (SEO), app store optimization (ASO), and always-on visibility strategies. Their campaigns run across Meta, Google, TikTok, Snapchat, and programmatic platforms, using deep audience insights, real-time optimizations, and AI-assisted targeting — all with the goal of converting digital touchpoints into sales.
▪ Data Systems Integration: They connect the digital assets they build for clients to external systems — such as POS, delivery aggregators, or other operational platforms — through seamless integrations or the development of customized middleware. This ensures smart data flow, operational harmony, and real-time performance monitoring across every layer of the business.
“We’re also proud of the custom solutions we’ve built in-house, tech bridges that integrate fragmented systems into seamless, intelligent workflows. These solutions often fill critical gaps for brands that need tech agility without the cost or complexity of full infrastructure overhauls,” says Lubna.
Looking ahead, the company is investing heavily in AI-powered solutions that enhance both content creation and data intelligence. From generating engaging visuals, videos, and voiceovers to unlocking deeper insights through intelligent data analysis, PSdigital is focused on leveraging AI to improve efficiency, speed, and creativity across departments.
Lubna emphasizes that their approach balances automation with human intelligence: “We don’t just accept the data AI gives us, we interpret, challenge, and validate it through a human lens that understands real-world behavior and cultural nuance.”
“PSdigital has been a game-changer for M’OISHÎ, UCHI, and YUMOCHI, seamlessly integrating technology into our business and marketing operations. Their expertise in digital consultancy, tech system mapping, data strategy, and performance campaigns has transformed how we engage with our customers. They’ve also embedded AI into multiple aspects of our marketing, automating processes and driving smarter, more efficient campaigns,” she added.
Beyond their digital expertise, they have shown exceptional ownership and loyalty to our brand and team. They’ve gone above and beyond, offering valuable advice and insights, even in areas beyond digital, always prioritizing what’s best for the brand and business,” — Carole Mouawad, Founder of M’OISHÎ
Beyond KPIs: Shaping Culture, Scaling Leadership
“My responsibilities go far beyond managing teams and delivering KPIs; they extend into shaping culture, enabling talent, and ensuring our growth is both strategic and sustainable,” says Lubna.
As a woman leader in a male-dominated industry, Lubna embraces the responsibility of representation, challenges norms, and makes space for others. She focuses on mentorship and team development, creating a culture where leadership is not assigned, but earned. One of the standout examples of this is Dina Salem, Cluster Head of Client Servicing – International Business Unit, whom Lubna has mentored for over seven years. Dina now leads with full alignment on the company’s vision, values, and client-first approach — reflecting the same clarity, resilience, and dedication that Lubna brings to every aspect of the business.
“Finally, I represent PSdigital on global stages from speaking engagements to industry panels and awards juries. In every room I enter, I carry the voice of our brand, our
people, and the values we stand for. So yes, I drive business. But more importantly, I build trust, scale leadership, and push the boundaries of what’s possible, all while staying grounded in who I am,” she added.
“PSdigital has been a key partner in driving the digital transformation of Texas and Church’s Texas Chicken across 20+ international markets. Their strategic approach, execution speed, and data-driven initiatives have played a vital role in increasing sales and strengthening brand recognition. Their expertise and dedication make them an exceptional digital partner. It’s an added bonus that they’re simply fantastic people and a lot of fun to collaborate with.”
— Tim Waddell, EVP, Head of International Business, Church’s Texas Chicken
Balance as Presence: Leading with Discipline and Intent
“Managing a business unit that serves clients across multiple countries, managing client expectations, and maintaining growth is intense. But I’ve learned that discipline creates freedom and structure with a clear process is the only way to maintain both performance and peace,” she added.
“Lastly, I’ve learned to say no when it protects my energy. I recharge by traveling, being by the sea, or simply spending time with people who energize me. Balance isn’t a static state; it’s a daily choice. And I choose to show up in every area with clarity, presence, and care,” she continues.
Her approach to balance is rooted in presence and discipline. She begins each day with fitness training, manages her time with structure, and leads by empowerment rather than control—choosing balance daily through intentional routines.
She also speaks candidly about challenges women leaders face—conflicting expectations and double standards.
“As women in leadership, we’re often met with conflicting expectations. Be strong, but not too strong. Be empathetic, but never emotional. Be ambitious, but make it look effortless. These double standards are one of the biggest challenges we face today. In many rooms, you have to work twice as hard to prove your credibility, yet remain twice as composed to avoid being misunderstood,” she expresses.
Her answer lies in clarity: “Clarity in who you are, what you stand for, and what you won’t compromise. Clarity becomes your compass in a world that often tries to shake your confidence or reshape your identity. It allows you to lead with conviction, make bold decisions, and navigate uncertainty without losing yourself in the noise.”
“The real challenge isn’t just about being a woman in leadership; it’s about leading by example in a way that creates more women leaders,” she added.
At PSdigital, she works intentionally to empower female talent, ensuring ownership, visibility, and voice because representation doesn’t just happen; it’s created intentionally.
Her advice to future women entrepreneurs is unapologetically clear: you don’t need perfect conditions to make powerful moves. You just need to begin with purpose — something you deeply value — and allow it to guide your steps forward.
“Some of the most defining moments in my career came from taking leaps I wasn’t entirely prepared for — but I was grounded in purpose and committed to figuring it out,” Lubna shares. She urges women to stop waiting for the ‘right time’ and instead create it, to back themselves fiercely, and to move with intention even when the outcome isn’t fully mapped.
She believes true leadership is built in motion — by taking action rooted in values, showing up with clarity, and staying committed to growth, even when the path feels uncertain. “Start with purpose. Move with intention. And trust that your impact will meet you on the other side of action,” she says.
“Over the next 2 years, I see PSdigital stepping fully into its potential as a global player, not just servicing international clients, but truly playing at the same level as the giants,” assures Lubna.
PSdigital aims to establish itself as a true global player, competing at the level of industry giants. To achieve this, the company is fully integrating AI and data-driven decision-making across all departments—campaign strategy, performance optimization, creative development, and operations—making AI a core KPI for speed, efficiency, insight, and output. At the same time, PSdigital prioritizes balancing automation with human intelligence, ensuring that cultural nuance, brand relevance, and real-world behavior guide data interpretation. Investments in data visualization and insight platforms are also enabling smarter, real-time decision-making for both teams and clients.
“To get there, we are doubling down on what I believe is the most important transformation of our time: the intelligent integration of AI and data-driven decision-making without losing the human touch,” she added.
Leading this transformation, Lubna Elbannan is focused on future-proofing the company through structural evolution, talent development, and strategic partnerships, ensuring scalability and global recognition. As she describes it, PSdigital is not just a digital agency—it’s becoming an AI-powered, insight-led, human-first growth engine.
Her work has been recognized globally—Lubna was named Entrepreneur of the Year 2021 in Digital Technology by APAC Entrepreneur and listed among the Top 10 Most Admired Women Leaders in Business 2022 by Success Pitchers. She is also an active public speaker and thought leader, contributing to platforms like RiseUp Summit, Step Conference, and the Creative Industry Summit, where Lubna shares insights on digital innovation, growth, and leadership.
Lubna’s impact has been widely recognized:
▪ Voice of the New Era – Featured by New Era of Leaders for transformative leadership and global impact
▪ Smarties MENA Awards by MMA Global - Serving as a Jury Member evaluating innovation in digital marketing and performance excellence
▪ The Minds Behind the Business – Women in Leadership Special Edition
▪ Top 10 Most Admired Women Leaders in Business –Success Pitchers
▪ Entrepreneur of the Year – Digital Technology – APAC Entrepreneur
A Voice on Global Stages: Sharing Insights, Shaping Conversations
▪ Step Conference – Panelist on Brand building & digital innovation
▪ RiseUp Summit – Speaker on business resilience and tech growth
▪ Creative Industry Summit – Thought leader session on performance marketing & scaling through tech
▪ Church’s Texas Chicken International Convention –Dallas - Delivered keynote on AI, predictive analytics, and building a seamless digital ecosystem
▪ Church’s Texas Chicken Convention – Singapore- Led strategic presentations on franchise digital transformation
Pristine Advisers
Marketing has always been about understanding people. From traditional print ads to digital campaigns, the goal remains the same: connect with your audience in meaningful, memorable ways. But today’s landscape is evolving at lightning speed. Artificial Intelligence (AI), machine learning, and data analytics are not only transforming the tools we use — they’re reshaping how we think about marketing altogether.
As someone with over 35 years of experience in Investor Relations, Public Relations, and Marketing, I’ve seen countless shifts in this space. What sets this current evolution apart is the convergence of automation and authenticity, technology and storytelling, and data and intuition. The marketers who thrive in this new era are those who know how to blend the best of both worlds: AI-powered precision and human-led creativity.
Let’s start with the buzz: AI. From ChatGPT to predictive algorithms, AI is making marketers more efficient, data-driven, and responsive. We can analyze customer behavior, segment audiences, and personalize messaging at scale — all within seconds. Tools like CRMs, automation platforms, and even generative AI content engines have changed the game.
But here’s the truth: technology without empathy is noise. AI can tell you what to say and when, but it cannot fully grasp the why — the emotion, intention, or nuance behind human behavior.
Consumers today are more informed, more skeptical, and more values-driven than ever before. If your content lacks authenticity, it won’t matter how optimized it is. That’s why the most successful campaigns are those that use AI to enhance, not replace, the human touch.
The
Data has given us the ability to personalize like never before. From dynamic email campaigns to tailored landing pages, we can target customers down to their habits, preferences, and behaviors. This can significantly improve engagement and ROI — but it must be used responsibly. When overdone or poorly executed, personalization can feel invasive. Customers don’t want to feel like they’re being watched; they want to feel understood.
That’s where ethical data use and transparency come in. Marketers must strike a balance between relevance and respect. By being upfront about how data is collected and used, companies can foster trust while still delivering tailored experiences that delight their audience.
While AI and data drive decisions,
storytelling still drives connection. People don’t remember statistics — they remember stories. They remember how you made them feel.
In our work at Pristine Advisers, we often support companies in highly technical or regulated industries. Even in those spaces, it’s the emotional resonance that sticks. Whether we’re helping a financial firm communicate value to investors, or a tech company bring innovation to life, we focus on the human story behind the product or service
That’s something AI can never replace. The ability to relate, to evoke emotion, to communicate vision — that’s the soul of great marketing. In the age of algorithms, the marketer’s art lies in knowing when to automate — and when to connect heart-to-heart.
Marketing is No Longer Just a Department — It’s the Voice of the Business
Another big shift we’re seeing?
Marketing is no longer siloed. It’s not just about generating leads or running ads. It’s about representing the brand’s entire identity — values, vision, purpose, and promises — across every platform, every conversation, and every touchpoint.
AI tools can help scale this message, but it’s the strategic alignment across departments — from leadership to sales to product development — that ensures consistency and credibility. Every employee is a brand ambassador, and every piece of communication reflects the company’s core. Marketers today must be strategic integrators — collaborating across functions and platforms to ensure the message isn’t just seen, but believed.
Looking ahead, technologies like virtual reality (VR), augmented reality (AR), and the metaverse will open up new dimensions of immersive brand experiences. Blockchain may even reshape how we handle consumer data and transparency in marketing.
But no matter how far the tech evolves, the human element must remain central. In fact, the more digital our world becomes, the more we crave real connection.
This is where brands that invest in community-building, empathy, and purpose will win. Whether it’s through user-generated content, authentic testimonials, social listening, or thought leadership, the brands that speak with their audience — not just at them — will stand out.
For executives and decision-makers, this new marketing landscape may feel overwhelming. But you don’t have to become a tech expert to lead effectively. Instead, focus on the following:
1. Invest in Talent That Can Bridge Tech and Creativity
Hire marketers who understand both data and emotion — people who can translate analytics into action without losing sight of brand voice and purpose.
2. Encourage Experimentation
Give your team the freedom to test, measure, and adapt. The best campaigns often emerge from curiosity and calculated risk.
3. Stay Curious and Informed Emerging technologies and platforms will continue to evolve. Embrace continuous
learning, and don’t be afraid to bring in external advisors or partners when needed.
4. Lead with Purpose
Consumers are drawn to brands that stand for something. Whether it’s sustainability, equity, innovation, or transparency — ensure your marketing reflects your company’s deeper mission.
We are entering a new era of marketing — one where AI amplifies, data informs, and human creativity inspires. The marketers of tomorrow aren’t just digital tacticians or tech adopters — they are narrative architects, trust builders, and ethical innovators.
By blending emerging technologies with timeless principles — empathy, storytelling, value, and integrity — we can not only drive business results but also make a meaningful impact on the world.
Marketing is no longer about being the loudest in the room. It’s about being the most authentic, the most relevant, and the most trusted voice in the conversation.
Patricia Baronowski-Schneider is the CEO of Pristine Advisers, an award-winning firm specializing in Investor Relations, Public Relations, and Marketing with over 35 years of global experience. She is also the host of the Real Conversations with Patricia podcast and a published author. Patricia is passionate about helping companies of all sizes share their story, grow their visibility, and connect with the right audiences. Learn more at www.pristineadvisers.com.
& Co-founder
The opportunities we have at our finger tips to communicate at all times are overwhelming. We send texts, emails and direct messages on our phones. We “like” what others are doing on our computers. We post our latest and greatest achievements on multiple sites. Some of us are WhatsAppers and TikTokkers. When we’re really feeling crazy, we might use our phone as an actual phone and try to call people to have a conversation. And if you’re old school, maybe you even have a landline. All of us have multiple ways we can communicate 24-7. So many ways to try to interact with family, friends and strangers.
And one result is that we also have multiple ways to feel completely ignored.
We’ve all had the situation when others haven’t responded to our texts, emails, or picked up the phone in a timeline we expected. When that happens, it creates a horrible silence. A deafening silence.
What do we infuse into that stifling quiet? Negativity. We fill in the unanswered with answers of our own,
and they are almost always pessimistic. Gloomy. Sometimes even fatalistic. We go to the worst case scenarios in our mind when we aren’t given immediate responses.
Why? It’s human nature. First, there’s that whole worrying about sabertooth tigers thing that we’ve never quite outgrown. We worry about potential bad stuff that could be out there because it’s been known to kill us. So, we seemingly smartly go to the idea that if we stay very vigilant about what might be lurking out there, maybe we can avoid it. The unknown is to be feared. Silence is a lot of unknown.
The next challenge we can add onto our evolutionary flight or flight proclivity, is another taxing human condition, negativity bias. It is our tendency to retain negative information significantly more than the positive. This starts early in our lives. Research has shown babies as young as three months old holding onto negative stimulations when assessing relationships with others. Since we hold onto the bad rather than remembering the good, when we have silence and need to fill it, we go to what we remember most - the dismal and devastating. It’s genetic.
So, if we’re hardwired to be scared of the quiet, and there's a good chance we’re going to fill that silence with thoughts that are bad, what do we do? The good news is, you’ve already started to change the scenario! You’re becoming aware of the potential negative situation, which means you can do something about it. Becoming cognizant of the problem is the first piece in the puzzle to changing your response. Recognizing, “Oh, I’m about to fill this silence with negativity,” is the first step to changing things.
What’s next? When the silence starts and you feel the horrible assumptions creeping in, ask yourself “what do I really know?” Here’s an example:
I recently woke up at my normal time, 530am EST, and of course, looked at my phone. My oldest had called three times from the West Coast at 130am my time. Three times. No message. I could hear my heart beating in the silence.
I picked up my husband's phone and there was one call at 130. Picked up my other child’s phone and there was another. Again, no messages.
So here I stood, 3,000 miles away from my child, who had called us five times at 130 in the morning. I knew I probably wouldn’t hear from them again
for at least another six hours with the time change and their sleeping habits. My mind was racing. Car crash? Hospital?
I took a breath and asked myself, what do I actually know? And the answer was, my child was trying to get a hold of us. That’s all I knew. Of course I wanted to think the worst, but it could actually be exciting news that they wanted to share. Maybe they got a really good grade, and wanted to celebrate it. Maybe they won the lottery (doubtful). All I knew was my child was trying to get a hold of me.
So, I texted them saying, “Hi. Looks like you wanted to talk. Please try again as soon as you can, and if you don’t get a hold of me, leave a message about why you called. Love you.” And then I walked the dog, did some exercises, and tried to meditate. I did anything I could to not stare at my phone or fall into the worrying rabbithole. Hours later when we did get to talk, my kid explained they had been trying to work through an issue, and not being able to get a hold of me because of the time change made them even more upset, so then they kept trying in frustration. Finally, they realized they could reach out to an adult in their life who lived on the West Coast, and they solved the problem and went to bed.
No car crash. No hospital.
So in the moments of silence when you feel the worst entering your mind, ask yourself, what do you really know? Not what you are assuming is going on, but actually know.
Next, take a breath. We’ve all done this naturally; now it’s time to do it on purpose. Deep breathing changes the chemical makeup of our bodies. It reverses the effects of the stress hormone and can lessen anxiety and depression. So in the moments where silence is leading you down the “they think I suck path” or the “are they dead path” (yes, that is what I first thought at 530am. I’m human!), take a deep breath in and a deep breath out. A great technique to use is called Box Breathing. You’ll literally think of your breath as moving around a box:
1. Slowly count to four as you breathe in through your nose.
2. Hold the breath while counting to four.
3. Exhale through your nose for four counts.
4. Again, hold your breath and count to four.
5. Repeat for three to four rounds.
And finally, if you get to a point where you’re done with the silence, and need to take action to get clarification, come in with a positive presumptive close. Assume the best, and reach out
with that assumption. Did you email someone and they haven’t responded? Try again starting with, “I am guessing you’ve been busy. Totally get that. Bringing my email back to the top of your inbox in the hopes we can . . .” Have you called and they haven’t called back? Try a text that gives grace: “Hoping you’re well. Guessing you're busy. Trying to talk with you soon. Let me know when we might be able to do that.”
We think we’ve made communication easier with all the tools now at our disposal, and in many ways we have. But we’ve also created a proliferation of inputs that don’t always drive the outputs we want, and instead create silence. We have to remember we are human, and have tendencies that come into play when we’re not communicated to in the way we’re hoping, and those tendencies don’t help us. What happens next in the communication is ours to control, and being aware of that fact can change everything. I hope you give yourself a break when you go down that negative path from silence, and remember that you’re doing it because you’re human. It’s going to happen. But you have ways to stop it from ruining your day or taking over. You are in control, so take control!
In moments of possible negative silence:
• Ask yourself, “What do I really know?”
• Take a breath.
• And if you get to the point where you want to get clarification or want to take more action, use a positive presumptive approach to ask for clarification without assuming the worst.
I can’t hear what you're thinking right now after you read this, but I’m going to assume the best.
Bio
Heather Campbell’s purpose in life is to help people be seen, heard, and celebrated. As a writer, CEO, motivational public speaker, and engaging strategic expert, she’s worked to achieve this goal
by opening people up to possibilities, framing pathways for achievement, and igniting actions.
Heather's goal in writing her book was to entertain and inspire people, and she's doing exactly that: “In 'Good is Amazing,' Heather Campbell’s relatable storytelling, humor, and insight guide readers to an alternative to societal achievement. Instead, Campbell invites us to stop striving and notice when we are content, celebrating our enoughness and engendering a deeper sense of fulfillment in our lives." - Sharon Salzberg, author of Lovingkindness and Real Life
As CEO & Co-founder of Ready Set Recover, Heather empowers people to get ready for and recover from surgery in a better way by focusing on all of the non clinical aspects of surgery that no one talks about and in doing so, helps not only patients, but also surgeons, hospitals and insurance. Prior to being an entrepreneur, she was an intrapreneur, holding senior leadership roles in media companies such as VP Synergy and Brand integration at ESPN and VP of Alchemy at Audacy. Creating and supporting community has also been a staple in her life. She’s the recipient of the “Going the Extra Mile” Volunteer Award from Big Brothers Big Sisters, and while Chair of the School and Education Committee in District 2 of NYC, she helped found a public middle school. Heather competed for and won a full merit scholarship for her MBA at NYU, and has her BA from the University of Wisconsin, Madison (Go, Badgers!). After almost thirty years in NYC, she now lives in the Berkshires with her husband, her two children, and their dog, Tobin.
Contact: HeatherACampbell.com
Linkedin: https://www.linkedin.com/in/heather-a-campbell/
xamining the details of ongoing ridicule, for learning purposes only, requires courage; however, the effort makes doors more likely to open wide and be welcoming.
For a moment, imagine leaving criticism and ridicule behind, and how life might be. For a split second, it might seem ‘wonderful,’ but the reality is if we were successful from the start and never erred, there would be nothing to learn. Moreover, improvement would likely not be a factor.
Sadly, many people do what they can to avoid criticism to the point that they only follow the crowd instead of seeking out a unique path to stand out. Boldness is necessary to deal with ridicule while focusing on one’s hidden talents to advance toward the future one desires. Hiding talent to avoid ill-will from the public accomplishes little while
Standing out while embracing ridicule for learning purposes only is the differentiator for becoming successful. We offer insights into how to showcase current hidden talent to enjoy a prosperous future.
Embrace the Unique You!
Visualize the most daring achievement of all that will ultimately bring cherished memories. The realization of what you want to do comes first; the next step is to decide on the order of the subsequent steps to take, including any necessary education. Coming to grips with what you enjoy and how to approach it for business can become your differentiator when you are willing to give your all.
The questions to honestly answer are: What will make you happy, and will you commit to doing what it takes to make your vision reality? Getting started can be overwhelming, especially when realizing the necessary learning, necessitating a firm commitment. Moreover, we are entering a new era where Cybersecurity is a primary issue. Becoming knowledgeable about AI as it continues to transform business and lives is critical, as it becomes our new reality.
Our private thoughts influence our decisions and how we come across to others, making it crucial to adopt a positive mindset, knowing you can and will do everything in your power to accomplish what you desire. The only caveat is not to remove yourself from negativity, but to dig deep to uncover all that comes your way to learn how to step over what might otherwise prevent success.
Upon hearing repeated criticism, keep this advice in mind: Mindfully, “Dawn your well-oiled Superpower Cape to have the darts thrown at your back slide to the ground and soar above to new heights!”
It is vital to know and accept ourselves fully; otherwise, criticism will prevent our potential success. While we may not possess the type of talent seen on stage or screen, our hidden talent is unique and ready to be revealed once we muster up the courage to do so. One good way to motivate ourselves is to consider ‘the worst that can happen’ and devise a plan for dealing with the problematic outcome.
There will always be groups of people who either like or dislike what we have to say. While the undesirable commentary can produce anger, it’s best to listen to the selected words to potentially and quietly uncover the following:
• How to improve the current work
• New ideas for a more robust effort
• People with whom to avoid or collaborate*
- Collaboration with the right team can help produce exponential results.
Some people are studious, others are highly observant, and another category is being creative. No matter our style, trial and error will inevitably be necessary for each of us, as not everything works out to our satisfaction the first time around. Sometimes, minor adjustments can resolve issues, while at other times, an entirely different approach will be necessary. The most vital strategy to embrace while attempting to improve your game is perseverance. We cannot allow anyone to interfere with our goals; we must dedicate ourselves to fulfilling our authentic life purpose.
Being different in my youth led to non-stop ridicule; however, by remaining authentic and not giving up, I ultimately achieved unexpected and remarkable ongoing results.
My most notable example was upon the release of my first book; Nice Girls DO Get the Sale: Relationship Building That Gets Results.’ Peers claimed it was stupid and should not have been written. However, they went silent
when it quickly became an International Bestseller and Evergreen status - A Classic! Sometimes it hurts to stand out, and other times, it can be the best thing we ever attempt!
My natural talent lies in communication. As an adult, I learned that only a tiny percentage of the population is green-eyed and left-handed and more creative than most. Looking back, my inner guidance as I weighed the pros and cons of all commentary helped me overcome the hurdles.
The corporate sales environment was no different, as colleagues and management were nasty toward me, being the ‘stupid female.’ Initially, not being permitted training, I met with prospective clients as I attempted to build relationships, share stories, commiserate, and then – lo and behold – they asked permission to purchase from me! My clientele referred to me as ‘A breath of fresh air!’ I was the top producer despite having no training or knowledge of the unknown brand of copier I was to sell.
‘Being true to one’s personality creates a standout brand.’
Conclusion: Unleash Hidden Talent to Enjoy A Successful Future
Life is a challenge on many levels, and it is up to us to decide which direction to take. As a victim of a brutal car crash, I faced an ‘irreparable broken neck,’ and a near-death experience. A brilliant
gold light encased my body while two visions appeared. Agreeing to the mental visuals, becoming a speaker and serving communities, a flash of gold light after each giving indication that I would heal.
Today, the Smooth Sale Blog serves readers by sharing my insights and those of guest contributors from various industries, who offer valuable insights on how to advance their careers and businesses.
Last, embrace your identity to pursue your natural talent and unique ambition; the irony is that it becomes an honor for others to ‘single us out!’
‘We only have one life to live, and our duty is to live it without regret’.
For more Insights, visit Elinor’s Amazon Author Page Communicate to Attract Interest
Be A Story-Teller
“Believe, Become, Empower” Sales Tips: Unleash Hidden Talent to Enjoy A Successful Future
1. Commit to your long-term vision for accomplishment(s).
2. Always keep long-term goals and those of your clientele, staff, and community in mind for the greater good and for everyone to feel the ‘win.’
3. With client goals, priorities, and values in mind – and yours-ensure everything is in proper working order.
4. Ensure you only collaborate with people holding similar values.
5. Never underestimate anyone’s novel ideas; remember that each person and country operate differently.
6. Share favorite learning moments with peers and current clients to improve client engagement.
7. Habitually seek out new ways to improve engagement for business growth.
8. At the end of all communications, ask team members involved if they have questions to ensure clarification.
9. ‘Don’t give up – find a better way!’
10. Celebrate Success!
ersonal influence – we’ve been trained to use personal influence to work in complex organizations. But what does that mean? It is more than understanding the other person and their needs. It is understanding yourself. These are lessons I shared when I presented at the Women’s Leadership Conference at the University of Minnesota. My topic was working in a global matrix environment, and how to succeed.
1. You have a long career, protect your reputation. People will remember you, and while people change, often our reputations stay the same. Take a long-term view. The person we sit next to in a cubicle today, could end up being President. I’ve seen it. And these were not the people I thought were always the smartest, or better than me. But they were better at navigating politics and understanding that the person in the cube next to you today, could be your boss tomorrow.
2. Look at everything as win/win, not win/lose. We are trained to think win lose. You won the game, therefore I lost. If instead we were to think you won this game, I honed my skills for the next one we would shift our thinking and our focus. We move from winning to learning. And life is always about learning and moving from competition, to collaboration. Are you the best person you can be? Can you be better at your career? Can you continue to learn with passion for what you are doing?
3. We all need mentors and coaches. Adversaries can become your best friend if you respect each other’s strengths, weaknesses, and root for each other’s success. Great leaders instill hope in others. Be a coach to your team, tell them “you’ve got this”, that you are there to help them learn and grow and succeed. When you coach others and show that you care about their future –they will work harder for you and you both will succeed.
4. There is no single definition of success. The old school thinking was success was title, pay, prestige. Yet it is not. I think we, as a society, since the pandemic are now beginning to recognize it is how you define success for your life. Some people want to teach. Some want to do. Some want to lead. Some want to manage teams. Some want to be in a team. Some have family obligations so they
set their dreams on the side, for a while. Some want to manage projects. All matter. One of my favorite movie scenes is from the movie Hidden Figures. Not only that women were doing the math and helping save a project and save lives – but also the janitor. His job he said was to help put a man on the moon. If the pilots and personnel were not clean, and safe to focus then he was not doing his job. Every job is needed. Every job should be valued.
5. It’s not the plane, it’s the pilot. I love the Top Gun movies, and I love this quote. And like the movie, it’s thinking outside the book where we become a better pilot. But you can only push the boundaries when you really understand the plane, the book, the rules, and the competitive environment. You need to constantly learn and keep current with competitors, customers, costs, communications. You are only as good as your current results. Technology changes. Time is your greatest enemy. The pilot remains the same. It is about learning your skillset, your craft. Knowing who you are, and using your unique skillset and personality to set you apart.
6. Attitude and Skillset both matter. Be a good team player. No one wants the negative person, the complainer, or the I must be seen and heard person no their team. Don’t’ be that person. And remember it’s not just attitude it’s also perseverance. It takes about 7 -8 tries before and ‘idea’ is heard. It usually goes 1. No. That is dumb.
2. No. I think you already mentioned this once. 3. No. Why do you keep bringing it up. 4. I don’t understand why you are so passionate about this. 5. What is it exactly. 6. Why would it work. 7. I have an idea – took yours and made it better (or claimed it for their own). But you had to have thought it out, run the numbers – think through the idea. Don’t waste anyone’s time.
7. Great leaders put their team first. They need to trust you, believe you, and have an emotional attachment to you. It’s getting to know them and their life inside and outside the office. It is how you show up, keeping your word, leading by example, and committing to their futures – their safety. It is harder to build globally in a matrix – but you can because it is about the human connection and realizing we are all the same around the world. We all want what is best for our families. It does not matter what language we speak, what the color of our skin may be, our background, or even education. We all just want what’s best for our families. To have healthy children. To have a home to return to after the day. To be happy.
8 Humor levels the playing field. is a great way to break the ice, and brings us all to the same human connection. It diffuses tension. It gives us time to think.
9. You earn respect with results. Don’t take no for an answer. And yet remember -sometimes you need to fly below the radar for awhile
before you can succeed. In business you can never rest on your laurels. Though resting after a grueling project or product launch is important, the reality is that was yesterday. The company will ask what are you doing for me today. You can have the greatest personality – and it will take you places. But if you are fun to be with, but never get your project done on time – you are not going to get the raises, or recognition. It’s always results.
10. We are all flawed humans. We are all trying to get by in life, living our purpose. Caring for our families. Striving to be healthy and happy. At the end of the day, we all are flawed human beings. We all have our hopes and our fears. Our worries and our celebrations. Our passions, and our quirks. So be kind. It costs nothing to be kind. To step back and not react. To try to see the bigger picture, and the long term view. To control our emotions and to try to see the world from another’s point of view. To respect our differences for they teach us more than our similarities.
Everyone has a human wound they are trying to heal. It never hurts to be kind.
We’re often told that changing careers in your mid-30s is reckless, a risky leap that will cost you everything you’ve built. But what if the opposite is true?
What if pivoting careers is the most powerful move you’ll ever make?
I know because I’ve lived it, not just once but multiple times. After 11 years as a board-certified Cardiovascular Surgeon, I left healthcare and stepped into the unknown. I transitioned into Medical Consulting, later into Big4 leadership, then into another leadership position in Management Consulting at a global firm and eventually became Managing Director of a major Medical Supply company, each role more aligned with my evolving identity.
Today, I guide high performers through bold career transitions. Especially women. Especially those told to “stay in their lane.”
Because here's the truth: changing careers at 35 isn’t too late. It’s right on time. When Success on Paper Isn’t Enough
At 34, I was living a textbook success story; cardiac surgery,
prestigious training, a consultant title by 33. But something inside didn’t click anymore. I changed hospitals. Changed cities. Changed routines. Still, the spark didn’t return.
So I did the unthinkable: I quit. Not because I failed but because I evolved.
That’s the reality of career change. It doesn’t always come from burnout. Sometimes it comes from clarity.
If you’re nodding right now, this might be your moment too.
Is 35 Too Late to Change Careers?
No. But waiting until 40 might be.
At 35, you bring a rare combination of professional depth and future runway. You’re not a rookie and you’re not stuck. You’re just ready. What holds most people back isn’t logic, it’s fear. Fear of judgment. Fear of “wasting” their previous work. Fear of failing publicly.
But if you ignore that quiet whisper now, it’ll become a roar by 40.
Why Career Pivots at 35 Are a Power Move
1. You’re Not Starting From Scratch. You’re Starting From Strength
You’ve led teams. Solved high-stakes problems. Managed pressure. That experience translates. You don’t need to master the new industry on Day One. You need to bring your strategic thinking, adaptability, and courage and let those carry you forward.
2. You’re No Longer Chasing Prestige. You’re Craving Purpose
By 35, you’ve ticked the boxes. The title. The salary. The status. Now, you want work that aligns, not just impresses. That’s not a midlife crisis. That’s your values evolving.
3. You’re Ready to Design a Life. Not Just a Career
This pivot isn’t just about a job. It’s about energy, autonomy, and balance. You don’t want to hustle until you crash. You want to lead with clarity and live with intention.
The Real Challenges (That No One Prepares You For)
1. Ego Withdrawal
You’ll go from expert to beginner. That’s humbling.
I went from leading operating rooms to asking basic consulting questions. But reinvention always starts with curiosity, not competence.
2. Temporary Pay Cuts, Long-Term Gains
You might earn less initially. But what’s the cost of staying somewhere that drains you? Time, energy, health, identity. No paycheck justifies that.
3. Everyone Will Have Opinions People who’ve never pivoted will try to talk you out of it. Smile. Nod. Keep building. The 5 Myths That Keep You Trapped
“I just need a break.”
If rest doesn’t fix it, it’s not exhaustion, it’s misalignment.
“This is what success feels like.”
Exhaustion, resentment, and dread aren’t success symptoms. They’re red flags.
“I’m too old to start over.”
You’re likely 10+ years away from your peak. Why settle now?
“I’ve invested too much to leave.”
That experience isn’t a waste, it’s leverage. Carry it forward.
“I won’t be good at anything else.”
Reinvention doesn’t demand
expertise. It requires boldness, resilience, and direction.
6 Quiet Signs You’re Ready to Pivot
▪ You feel like you’re coasting, not growing
▪ You’re praised but not fulfilled
▪ Sunday anxiety is your norm
▪ Your job feels like a shell of your potential
▪ You daydream of doing anything else
▪ You keep telling yourself, “it’s just a phase” but it’s not
If two or more hit home? This isn’t confusing. It's called clarity.
How to Pivot Without Burning It All Down
1. Do a Brutal Self-Audit
What excites you? What doesn’t? Which strengths are underused? Don’t sugarcoat.
2. Research the Terrain
Talk to real people. Learn what they love, what they regret. Ditch fantasy. Get facts.
3. Upskill With Intention
Close the gaps. Smartly. Whether it’s a short course, mentorship, or project work, get moving.
4. Reposition Your Personal Brand
Your CV and LinkedIn should show the through-line, not a career switch, but a strategic evolution.
5. Get Expert Help
You weren’t meant to navigate this alone. I built The Leadership Clinic™ to guide professionals like you through career reinvention; fast, focused, and with real results.
▪ Leadership Training USA
▪ Leadership Training UAE
▪ Leadership Training UK
▪ Leadership and Negotiation Skills Training
▪ Career Coaching for Women in Leadership Reinvention Demands Resilience
This is not just a job change. It’s an identity shift. You’ll need:
▪ Mental resilience → Focused coaching, inner work, and clarity
▪ Physical stamina → Sleep, nutrition, movement
▪ Safe support → People who expand you, not shrink you
▪ Self-trust → The hardest muscle to grow. But the most powerful.
You don’t need every answer. Just the courage to move.
Let This Be the Chapter That Changes Everything Staying in the wrong role isn’t loyalty, it’s self-abandonment.
You’re not behind. You’re not broken. You’re ready.
And if you're looking for precision support, that’s what I do. My background in high-stakes industries, leadership roles, and career pivots from cardiac surgeon to MD, uniquely positions me to guide you through your own transformation.
Let’s make your next chapter your best one.
Book your Diagnostic Session at The Leadership Clinic™.
T▪ he world of healthcare is undergoing a major transformation—and at the heart of this change is FemTech, a fast-rising sector dedicated to women’s health. From fertility and menstrual health to menopause and maternal care, FemTech is tackling long-overlooked needs with innovative, technology-driven solutions. What began as a niche movement has now evolved into a global wave of innovation, capital, and talent converging to rewrite the narrative of women’s healthcare.
▪ The Dawn of the FemTech Revolution
▪ The term FemTech was first coined in 2016 by entrepreneur Ida Tin. In less than a decade, the space has blossomed into an industry worth between $500 million to $1 billion, with forecasts predicting double-digit growth in the coming years. Despite representing just 3% of all digital health funding, FemTech has already attracted $2.5 billion in investment by 2021, signaling strong confidence from investors and stakeholders.
▪ What makes FemTech unique is its consumer-centric approach. Unlike traditional biopharma or medical devices, FemTech solutions are designed with women’s everyday health needs in mind. They span across a wide range of categories—maternal health, fertility, menstrual care, contraception, sexual health, pelvic care, menopause, and even broader conditions like osteoporosis and cardiovascular disease, which affect women differently.
▪ Why FemTech Matters
▪ Better women’s healthcare doesn’t just improve outcomes for female patients and consumers—it also benefits families, communities, and society at large. Women are often the primary healthcare decision-makers, meaning better solutions for them ripple outward, improving access, engagement, and overall well-being for everyone.
▪ The Market of Opportunity
▪ Several companies have already proven FemTech’s potential:
▪ Progyny, a fertility benefits manager, went public in 2019 and today has a market capitalization of around $4 billion.
▪ Maven Clinic, a leading virtual clinic for women and family health, recently reached a $1 billion+ valuation through its Series D funding round.
▪ These success stories highlight the market readiness for women-centered healthcare innovation. FemTech companies are stepping into spaces where legacy players have been slow to innovate—whether it’s maternal health, menstrual care, or culturally sensitive solutions for underserved communities.
▪ On the Cusp of Disruption: FemTech in Action
▪ The FemTech movement is already reshaping how women access and experience healthcare:
▪ Historically, women’s health has been underfunded and under-researched. This lack of investment has led to gaps in care, stigmatization of key health issues, and limited innovation. FemTech is changing that by aligning capital, technology, and empathy toward solving women’s most pressing health challenges.
▪ Improving care delivery: Virtual clinics like Tia
and hybrid care models such as Kindbody are making healthcare more accessible and personalized.
▪ Empowering self-care: Wearables like Bloomlife and at-home diagnostics from Modern Fertility help women take control of their health data.
▪ Advancing diagnostics: Startups like DotLab (endometriosis) and Sera Prognostics (preterm birth) are pioneering science-driven solutions.
▪ Breaking stigmas: Thinx (menstrual health), Elvie (pelvic care), and Elektra Health (menopause) are normalizing conversations once considered taboo.
▪ Delivering inclusive care: Platforms like Health in Her HUE (for Black women), FOLX Health (for LGBTQ+ care), and Kasha (for women in low- and middle-income countries) ensure no woman is left behind.
This growing diversity of solutions is redefining the very boundaries of healthcare. Many startups are evolving beyond single-focus services into multi-stage, lifecycle care providers, addressing women’s health needs across every chapter of life.
FemTech’s growth also opens doors for cross-industry partnerships. For example, cosmetics leader L’Oréal recently partnered with period-tracking app Clue to better understand how the menstrual cycle influences skin health. Collaborations like these showcase how FemTech’s insights can extend beyond traditional healthcare into wellness, lifestyle, and consumer industries.
Looking ahead, the sector is poised to expand into white spaces beyond reproductive health—from chronic disease management to mental health and
preventive care. This next phase of disruption will not only improve health outcomes but also drive broader social change, particularly in areas like workplace equality. For instance, menopause care solutions could play a pivotal role in supporting women at a time when many step into leadership roles.
Perhaps one of the most striking aspects of FemTech is who is leading the charge. Over 70% of FemTech companies are founded by women—far above the average of 20% across startups. This representation ensures that solutions are designed with empathy, accuracy, and lived experience, leading to products and services that resonate deeply with female consumers.
Research further underscores the value of diversity: male inventors often design solutions for male-specific health issues, whereas women-led teams are more likely to create inclusive innovations that address the needs of both genders. By increasing female representation among entrepreneurs, investors, and researchers, FemTech is laying the groundwork for a more equitable and effective healthcare system.
As women’s healthcare becomes a global priority, FemTech stands at the intersection of innovation, investment, and social progress. Its potential extends far beyond commercial success—it has the power to transform cultural attitudes, reduce healthcare disparities, and improve quality of life for millions.
From empowering women with self-care tools to redefining care delivery models, FemTech is not just filling gaps—it’s rewriting the future of healthcare. And while the sector has already achieved remarkable early wins, the real disruption is only just beginning.
Founder & CEO
Remote and hybrid work models are no longer trends—they’re our new workplace infrastructure. What began as an emergency response has now become an enduring reality. For HR leaders, the challenge is no longer about enabling remote access—it’s about reimagining how people experience work, connection, and culture across distributed environments.
The human resources function has never been more vital. HR professionals are being asked to lead on the most pressing questions:
▪ How do we preserve culture when we’re not in the same room?
▪ How do we manage performance without reverting to micromanagement?
▪ How can we foster a sense of belonging for both in-office and remote staff?
The shift to remote and hybrid models requires a more strategic approach. It’s not about forcing traditional systems into new formats—it’s about redesigning with intentionality. The best HR teams aren’t just adapting—they’re architecting the future of work.
The early stages of remote work focused on maintaining continuity, keeping teams connected, workflows functional, and operations running smoothly. But as months turned into years, cracks in those quick fixes began to show:
▪ Employees reported feeling disconnected and disengaged.
▪ Communication norms frayed, and silos began to emerge.
▪ Culture became increasingly difficult to define—and even more challenging to sustain.
As HR professionals, we now have the opportunity to move from reactive solutions to proactive design. This moment calls for leadership maturity: one that centers on trust, clarity, and human-centered systems.
Hybrid and remote success isn't just about technology. It’s about embedding new norms, behaviors, and structures—ones that foster both individual accountability and collective belonging.
Case Snapshots from the Field
Public Health Agency (U.S.)
Transitioning from remote to hybrid led to collaboration issues and disengagement. By intentionally restoring connection rituals, reducing digital clutter, and introducing shared expectations through digital dashboards, they saw measurable improvements in both morale and project delivery.
Multinational Manufacturer (UK, India, China, Australia)
Time zone differences and asynchronous workflows had stalled innovation. Through co-designed collaboration practices, revised job roles, and dedicated peer feedback partners, they restored alignment and increased client satisfaction.
An outdated system led to micromanagement and loss of trust. By reestablishing onboarding rituals, training staff on digital tools, and co-authoring a hybrid handbook, they improved retention and boosted communication satisfaction scores.
Each example underscores a central HR truth: connection and clarity drive culture, no matter the location
As HR professionals explore hybrid and remote design, consider the following best practices:
▪ Pilot before scaling: Test one principle in a single unit or department.
▪ Co-create with employees: Engaged employees are more likely to embrace the change they help shape.
▪ Use feedback intentionally: Survey fatigue is real—create feedback loops that feel meaningful and actionable.
▪ Lead with empathy and structure: Balance
flexibility with clear boundaries.
▪ Model the shift: Culture cascades from behavior. HR must set the tone.
Effective hybrid cultures aren’t built by accident—they’re co-authored through intention and action.
What to Look for in a Remote/Hybrid Leader
Not all leaders thrive in distributed settings. Key traits for success include:
▪ Proactive, transparent communication
▪ Ability to lead through influence, not surveillance
▪ Strong relational skills and emotional intelligence
▪ Comfort with ambiguity and complexity
▪ Openness to feedback and continuous learning
▪ Focus on outcomes—not just output
As HR leaders develop and support managers, these competencies should be front and center in coaching, training, and performance evaluation.
Too often, remote and hybrid discussions center on logistics. But location is not the heart of the matter—human experience is. HR professionals are uniquely positioned to shape systems that prioritize purpose, equity, and inclusion in distributed environments.
Benefits of well-designed hybrid work models include:
▪ Greater flexibility and autonomy for employees
▪ Expanded access to diverse talent pools
▪ More resilient teams and systems
▪ Reduced burnout and improved retention
▪ A more values-aligned work culture
The world of work is changing—and HR is leading that change.
Trusted Resources for Continued Growth
▪ Harvard Business Review – Research-based insights on modern leadership and team dynamics
▪ WorkLife with Adam Grant – Behavioral science behind thriving workplaces
▪ SoundBits – Conversations exploring workplace culture and transformation
Final Reflection
The future of work is not fixed—it’s being shaped every day by the choices HR professionals make. Ask yourself:
▪ Are our policies designed for human flourishing, or operational convenience?
▪ Are we cultivating trust—or defaulting to control?
▪ Are we building culture by design—or letting it drift?
Remote and hybrid work are not constraints. They’re catalysts for building healthier, more human-centered workplaces.
Kim Groshek is a leadership strategist, author, and founder of Focus Forward Sprint, Inner Circle, and Momentum 360 Mastermind who helps organizations thrive in the new world of work by building safe, human-centered containers for transformation through hybrid leadership training, culture-building workshops, and strategic coaching. She integrates proprietary frameworks—Time-box™, The Shift™, Practice the Pause™, and FLEX™—to guide consistent, day-by-day implementation grounded in clarity, connection, and purposeful evolution.
Contact: concierge@kimgroshek.com
Website: kimgroshek.com
LinkedIn: linkedin.com/in/kgroshek
Chief Operating Officer
esilient and Strategic, Chief Operating Officer of Energy Summit, Tatiana Missuzu Yagura’s personal and professional journey has consistently been marked by the ability to adapt and thrive amidst change. Having spent 11 years in France, 4 years in Latin America, and the rest in Brazil, she navigated diverse cultures, languages, and markets—broadening her global perspective and deepening her understanding of people, businesses, and management.
With over two decades of experience across industries such as automotive, energy, audiovisual, gastronomy, and sports, Tatiana has tackled distinct challenges that honed her problem-solving skills and creative leadership.
For her, resilience is not merely about overcoming obstacles—it’s about transforming change and adversity into opportunities to innovate and build something greater.
Tatiana’s academic background and professional experiences, paired with her strategic and operational leadership skills, have prepared her to lead and grow the Energy Summit. “I have worked in multicultural and interdisciplinary environments that demanded quick adaptability and creative problem-solving – attributes that are essential for leading a global operation like the Energy Summit,” says Tatiana.
A master’s degree in marketing and econometrics in France gave her the analytical framework to tackle complex challenges, while working in multicultural and interdisciplinary environments sharpened her adaptability and creativity.
“Navigating across various industries pushed me out of my comfort zone and allowed me to develop a holistic approach to business management. Additionally, living and working in different cultures and markets solidified my ability to coordinate diverse teams, communicate effectively, and build connections that transcend cultural boundaries,” she adds.
From coordinating diverse teams to building cross-cultural connections, her career across industries has equipped her with the ability to lead a global operation with purpose and vision.
The most influential impact in Tatiana’s life comes from the people around her, who have been constant sources of inspiration and learning. In the corporate world, she has had the privilege of working with visionary leaders whose strategic decisions and commitment to innovation taught her that true success lies in aligning technical excellence with purpose and empathy. These mentors have shaped her leadership style today, focusing on authenticity, collaboration, and a results-driven mindset.
On a personal level, two key figures have played a transformative role: her father and her daughter. Her father, rooted in Japanese culture, instilled values such as discipline,
ethics, courage, gratitude, and empathy— qualities that form the foundation not only of her personal life but also of her approach to leadership. Her daughter inspires her to approach the world with curiosity and creativity, reminding her to stay open to fresh ideas and perspectives. These influences have shaped her leadership style at the Energy Summit, where collaboration, inclusion, and integrity are central.
“Their influence reinforced my belief that leadership is not just about decision-making but about empowering others, guiding with integrity, and aligning values with outcomes. This has shaped my leadership at the Summit, where collaboration and inclusion are foundational to achieving large-scale impact,” says Tatiana.
Answering the Call to Energy Tatiana’s passion for the energy sector was fueled by a deep desire to work on something with a significant and lasting global impact. Energy is the driving force of society – a critical sector undergoing profound transformations with technological innovation, digitalization, and the shift to sustainable energy sources. The magnitude of these challenges immediately drew her in.
The turning point came when she met the visionary founders of the Energy Summit. At that time, the project was just an idea, a possibility, and her career path was stable and well-defined. But she felt a strong internal calling to join a bold, disruptive, and transformative initiative. Changing industries, leading the development of an innovative project from scratch, and even relocating to a different city was a bold leap, but one that has been extremely rewarding. “Today, I can confidently say it was one of the most impactful decisions of my life and a turning point in my career,” she expressed.
Since its inception in 2024, Tatiana has been instrumental in turning the Energy Summit’s vision into reality and expanding its mission to create a pioneering global platform for innovation and entrepreneurship in energy and sustainability.
“From the outset, I was clear that the Energy Summit could transcend the traditional format of panels and lectures to become a global platform for the energy sector. This vision guided every strategic decision, ensuring that the event impacts not just the attendees but also leaves a lasting legacy for the energy sector,” says Tatiana.
Her mission went beyond delivering content—it was about creating a collaborative space for CEOs, startups, investors, universities, and government leaders– to connect, exchange ideas, and co-create solutions for the energy sector’s most pressing challenges. Seeing the Energy Summit grow and establish itself as a global-impact event has been deeply fulfilling and continues to drive her motivation to innovate further.
A key milestone in this strategic evolution was the creation of the “Women in Energy” initiative, born out of a commitment to fostering diversity and female leadership in a historically male-dominated sector. To achieve this, they implemented concrete actions such as special quotas for women, dedicated spaces for discussions on inclusion, and mentorship sessions. In 2024, this initiative led to 43% female participation at the event – a significant achievement compared to the sector’s national average of just 20% in Brazil, according to ANEEL data. This progress not only underscores the initiative’s impact but also reaffirms their dedication to delivering real, inclusive transformation.
Innovations that Elevated the Event in 2025
▪ New Tracks and Initiatives: Including Electric Days (electrified mobility), Women in Energy (empowering women in energy), Science & Arts (technology meets creativity), Favela Inova (highlighting innovation from underserved communities), and Oiweek (a startup village connecting emerging innovation to global investors).
▪ New Formats and Spaces: From VIP experience rooms to coworking spaces and videopodcast studios, we enhanced the participant experience and extended the event's impact year-round.
▪ Expanded Social Experiences: Including the sophisticated Infinity Cocktail networking event and a standout closing party.
Remarkable Growth Achievements
▪ Participants: 20% growth, totaling 12,000 attendees.
▪ Speakers: 67% increase, reaching 300 speakers, with a remarkable 15% growth in international keynotes.
▪ Simultaneous Stages: 75% expansion, increasing from 4 to 7 stages.
▪ Hours of Content: 80% growth, delivering 270 hours of high-quality programming.
“Our ongoing evolution reflects the unprecedented pace of the energy transition. By fostering interconnected discussions on decarbonization, decentralization, digitalization, and democratization, we align the Summit with global imperatives while ensuring it remains a platform that provides practical, actionable solutions,” says Tatiana.
Launching an event from scratch with MIT-level standards of excellence in a highly competitive market was a
tremendous challenge. “We needed to establish credibility from day one – securing sponsors, attracting renowned speakers, and delivering a high-impact experience while positioning the event as innovative and indispensable for the industry,” she explains.
“The trust in the team and our ability to build authentic relationships with partners were critical to overcoming our challenges. These collaborations not only elevated the Summit’s credibility but also cemented its reputation as an indispensable resource for the energy sector,” adds Tatiana.
Partnerships—particularly with MIT—proved invaluable, lending both prestige and access to leading global minds. By focusing on innovation and building authentic relationships, the Energy Summit quickly became a trusted and indispensable platform in the energy sector.
Today, the Energy Summit stands as the world’s largest event in innovation and entrepreneurship in energy and sustainability—and the largest MIT event globally. Built on the exclusive MIT REAP (Regional Entrepreneurship Acceleration Program) methodology, it unites governments, corporations, universities, startups, and investors into a single ecosystem of collaboration. Going beyond tracking industry trends, they actively redefine them.
One of the great differentiators of the Energy Summit is a strategic partnership with MIT Technology Review, which provides a complete platform of cutting-edge content and communication focused on innovation. This partnership enriches the experience of participants with current information, deeply relevant analysis, and meaningful connections.
“Our strength also lies in our audience and global presence. The event features renowned international speakers and participants, transforming the Energy Summit into a meeting point for brilliant minds from all continents. Its plurality stimulates the exchange of knowledge, the advancement of innovative solutions, and the emergence of new opportunities on a global scale,” says Tatiana.
“In addition, the Energy Summit was created with a clear objective: to create an International Innovation Hub in Brazil. Based on this vision, we maximize our impact by connecting the main players in global innovation and positioning Brazil as a strategic protagonist in the international energy and sustainability scenario. This purpose guides us in delivering a legacy that transcends the borders of our country,” she adds.
The Energy Summit is not just a place for discussion—it is the starting point for real and lasting transformations in the energy sector and in all sectors that depend on it.
“My responsibilities are as complex as they are inspiring. As COO, my role goes beyond operational management – I need to catalyze change, inspire teams, and ensure excellence in every detail. I see myself as an orchestrator of operational excellence while simultaneously driving growth and innovation,” says Tatiana.
Her role involves:
▪ Define and execute the global strategy of the event.
▪ Foster high-impact partnerships, building alliances that strengthen their mission.
▪ Coordinate diverse teams and promote collaboration and agility.
▪ Ensure operational excellence and deliver meaningful value to stakeholders.
▪ Drive cost optimization and ensure sustainable profit margins to secure long-term growth.
She sees herself as an architect—designing the bridge between purpose and action—while fostering a culture of shared innovation within her teams. By empowering individuals to take ownership of their ideas, they can collectively achieve breakthroughs that push boundaries.
For Tatiana, work-life balance comes from clear priorities and intentional self-care. Family time, exercise, breathing practices, and time in nature keep her grounded. Delegation and trust in her team are essential, and she actively promotes flexible, sustainable work practices across the organization.
“In the next two years, I see the Energy Summit solidifying its role as the global catalyst for the energy transition and an indispensable platform for the energy sector. My role will be to continue steering strategic growth, ensuring that innovation and relevance remain the cornerstones of our global impact,” she says.
“I want the Energy Summit to evolve beyond an event into a movement capable of shaping the future of energy and global leadership,” she adds.
Founder
TSEDI HOPE FOUNDATION
A Visionary Leader on the Frontlines of Humanitarian Change CEO &
Eva Munsamy, the visionary CEO and Founder of the TSEDI HOPE FOUNDATION, wears many hats—humanitarian, advocate, business development associate, and diplomatic fellow. Her life’s work is driven by a singular mission: to touch lives, bring hope, and fight hunger in communities where help is needed the most. With a relentless dedication to grassroots impact, Eva has transformed compassion into daily action through feeding projects and broader humanitarian outreach, with the aim of making a tangible difference in the lives of the underprivileged.
At the heart of Eva’s mission lies the TSEDI HOPE FOUNDATION, an organization founded on the principle of turning empathy into impactful service. The foundation is not just a charitable institution—it is a living movement, rooted in the belief that no one should suffer the indignity of hunger.
The TSEDI HOPE FOUNDATION is devoted to eradicating hunger and improving the quality of life for society’s most vulnerable. The foundation has been at the forefront of organizing feeding initiatives, providing nutritious meals, and extending humanitarian aid to those in dire need. From organizing large-scale food distribution programs to leading critical humanitarian efforts, the foundation has become a beacon of hope for countless lives, demonstrating the powerful outcomes of focused community service.
Feeding projects lie at the very core of the foundation’s operations. Under Eva’s leadership, these initiatives have evolved into lifelines for thousands of
people living in poverty and starvation. One of the hallmark projects, The Pink Kitchen, exemplifies the scale and passion of this work. Here, nutritious hot meals are prepared and served daily, reflecting the foundation’s commitment to not just feeding bodies but restoring dignity and nourishing souls.
On a recent milestone day, the foundation, in partnership with Food For Love Pink Kitchens, served 12,500 meals of SAMP and Breyani. Such feats are not isolated events—they represent the consistency, scale, and heart of the TSEDI HOPE FOUNDATION’s work.
“These projects aren’t just about food,” Eva says, “they’re about dignity, hope, and a message that everyone matters.”
Throughout her humanitarian journey, Eva Munsamy has been the recipient of numerous awards, accolades, and global recognition for the work done through the TSEDI HOPE FOUNDATION. These honors aren't just personal—they are a testament to the tireless work and collaborative efforts of everyone involved in the foundation's success.
To Eva, these honors are not merely personal achievements—they are shared victories. They represent the commitment of every volunteer, partner, and supporter who has played a role in the foundation’s journey.
“These recognitions reflect the collective efforts of everyone involved and the communities we’ve served,” she says. “Some of these recognitions highlight the impact we've made in fighting hunger and serving humanity. While specific awards aren't listed here due to the broad nature of this message, they've been a source of motivation to do more.”
Despite the milestones achieved, Eva knows the battle is far from won. The TSEDI HOPE FOUNDATION remains steadfast in its vision: to expand its reach, deepen its impact, and serve even more communities across borders.
“We believe in a world where no one has to go to bed hungry,” Eva affirms. “A world where every person has access to basic necessities.” But this vision cannot be realized alone. It calls for partnerships, sponsorships, and unwavering support from businesses, corporations, and individuals who share this dream.
As Eva Munsamy continues to lead with empathy and action, she remains grounded in the purpose that started it all. Through the ongoing efforts of the TSEDI HOPE FOUNDATION, she is building more than programs—she’s building hope, community, and resilience.
“In closing,” Eva shares, “the work of the TSEDI HOPE FOUNDATION in feeding projects and humanitarian efforts reflects a deep commitment to making a difference. As Founder/CEO, I’m proud of what we’ve achieved and excited for what’s ahead.
Together with supporters and the communities we serve, we’ll continue striving for a world with less hunger and more hope.”
Rooted in Nature, Driven by Curiosity: “I would describe myself as ‘grounded,’” says Ida Fanelli, Founder and the heart and hands behind Esthetics by Ida in London, Ontario, Canada. An Italian-born Canadian with deep roots in nature and community, her path to holistic aesthetics began long before her business was founded in 1994. As a child, Ida was captivated by both the physical world—through outdoor adventures like swimming, biking, and hiking—and the metaphysical realm, which she explored through meditation groups. That innate curiosity about the mind-body connection has remained a constant compass throughout her life and career.
After losing her job and suffering a stress-related illness, her family doctor could only offer limited support through diagnostics.
A major life event changed everything. After losing her job and suffering a stress-related illness, her family doctor could only offer limited support through diagnostics, which was a turning point. Seeking answers, Ida turned to a local naturopath. That decision proved transformative and sparked the beginnings of a new professional path.
“That experience opened a new world for me. He introduced me to the Dermatician program by Zanqara Skincare, which I still use today. Both the naturopath and the holistic training I received profoundly shaped my professional path and personal philosophy,” shares Ida.
Ida’s journey into wellness was neither linear nor accidental. With a strong academic background in science, biology, and health, she initially worked as a medical laboratory technologist for over 12 years—first in microbiology, then primarily in chemistry. But government downsizing forced a change. While attending a resume-writing program, a classmate mentioned a reflexology course, sparking her curiosity to learn something new. Another student introduced her to aesthetics. Ida embraced both reflexology and aesthetics. This fusion became her calling and marked the true beginning of her holistic journey and philosophy.
Ida’s scientific and technological background provided a unique advantage. “Although I never formally studied computer science, my work in the chemistry department required me to input data into a complex computer network and operate advanced laboratory equipment. That hands-on experience, combined with a business computer course I later completed during my aesthetics career, helped me become surprisingly tech-savvy,” says Ida. These skills have been invaluable in managing business software, creating and updating her website, and navigating online platforms.
Additionally, her medical laboratory training gave her a deep understanding of human anatomy and wellness. This scientific foundation allows her to integrate evidence-based knowledge with holistic healing in a way that resonates deeply with her clients’ wellness-focused care.
Before launching Esthetics by Ida, Ida conducted interviews with salon aestheticians. She found that many were offering treatments that didn’t align with their passions, like artificial nails. Determined to take a different route, Ida launched a home-based business that gave her flexibility and where she could fully express her holistic values. Small in physical space but vast in offerings, her studio became a sanctuary for those seeking personalized, holistic treatments that evolve with her expanding knowledge and her clients’ needs—harmonizing both science and spirit.
Starting wasn’t easy. “Marketing and advertising were my biggest challenges. I invested in ads that didn't deliver and fell for sales pitches that overpromised and underdelivered. There were many discouraging moments when I considered giving up. However, I continued to learn, adjust, and persevere—guided by my passion for helping others and my commitment to holistic care,” says Ida.
Ida’s service menu is as dynamic as her career journey. It seamlessly combines traditional aesthetics with advanced and holistic modalities, including:
▪
▪ Manicures & pedicures, with optional Shellac polish
▪ Brow and lash tinting, brow shaping, and Henna brow tinting
▪ Swedish body massage and a deeply relaxing head
and shoulder massage
▪ Reflexology (since 1993)
▪ Foot detox via AMD Ion Cleanse, often paired with energy healing.
▪ Microcurrent therapy with the Dolphin MPS is ideal for promoting skin healing and reducing scar tissue. Scar release is beneficial for pain caused by fascia constriction.
▪ Hair removal via waxing, sugaring, and SharpLight IPL
▪ SharpLight IPL skin rejuvenation and vascular treatments for toning, pigmentation, and sun damage
▪ Holistic facials and peels, using Zanqara skincare—a vegan, organic line dating back to 1959 I incorporate LED light therapy into various treatments, including massage, facials, and pedicures.
Driven by continuous education and client feedback, Ida evolves her services based on emerging scientific research and holistic practices.
From Entrepreneur to Educator and Advocate
Ida’s influence extends far beyond the treatment room.
Clients’ frequent health questions led her to begin writing articles and blogs, first on social media, on Medium, and eventually as a Senior Executive Contributor to Brainz Magazine. Her content ranges from skincare and ingredient safety to self-care and sustainability.
Her creativity also led to multimedia platforms:
▪ A YouTube tutorial on “How to Reuse and Recharge a ZeroWater filter” - demonstrating a commitment to sustainability.
▪ A podcast titled “Where Science Meets Self-Care with Ida Fanelli”—launched in July 2025 after her original platform, Bold Brave TV, shut down—can now be found on various platforms.
Work-life balance is not just a buzzword for Ida—it’s a lived practice. “My spiritual connection through energy healing has been foundational. For over 25 years, I've participated in monthly exchanges with fellow energy healers. This work helps me manage stress and recharge after client sessions. I also integrate energy work into my detox treatments,” she shares with Global Biz Outlook.
“Daily meditation enhances my intuition and problem-solving skills. I've learned that most solutions come when I'm relaxed and not overthinking. I'm highly focused, but I also honour the need to pause and reset,” she added.
“While I cherish the clients and friendships I've built over the years, I recognize that my body can't sustain the same pace forever. Over the next two years, her goal is to transition into a more educational and media-focused role, utilizing writing, podcasting, and teaching. I plan to reconnect with some of the audience I gained through my previous podcast platform and continue expanding my impact through new digital channels,” assures Ida. Through her podcast, writing, and digital presence, she aims to expand her reach while conserving her energy and physical well-being.
In recent years, Ida’s excellence has been publicly recognized through several prestigious awards:
▪ Top Aesthetician and Reflexologist (IAOTP, 2025)
▪ Reflexological Aesthetic Synergy Excellence Award (IOFP, 2025)
▪ Top Hair Removal Clinic (Prestige Awards, 2024 & 2025)
These accolades affirm her lifelong commitment to holistic care, personal growth, and professional integrity.
From lab tech to energy healer, aesthetician to educator, Ida Fanelli continues to redefine what it means to care for the whole self. Through her life’s work, she exemplifies how science and spirit, discipline and intuition, can come together to create a truly holistic experience.
In the rapidly evolving world of work, Artificial Intelligence (AI) has emerged not only as a technology but also as a leadership tool, redefining how organizations operate, innovate, and grow. Across industries, AI is moving from the sidelines of automation and data analysis into the boardrooms, where leaders are harnessing its potential to drive strategy, culture, and transformation. The workplaces of tomorrow will not simply rely on human decision-making or machine efficiency—they will thrive on the synergy between visionary leaders and intelligent systems.
The future of leadership is no longer about who has the most experience or authority—it’s about who can navigate complexity with intelligence and foresight. AI-powered insights are helping executives make faster, more accurate decisions, reducing risks, and uncovering opportunities hidden in data. From predictive analytics guiding HR teams to generative AI reshaping creative processes, leaders are leaning on AI not just as a support system but as a co-strategist.
Forward-thinking CEOs and managers now see AI as a partner in building resilient organizations. This shift means leaders are evolving into AI-enabled visionaries, capable of balancing technology with empathy, ensuring that automation doesn’t replace the human touch but enhances it.
Tomorrow’s workplace isn’t just about smart machines—it’s about smarter collaboration. AI is helping leaders build inclusive, agile, and adaptable workplace cultures. For example, natural language processing tools can detect burnout signals in employee communications, allowing leaders to intervene early with wellness strategies. Similarly, AI-driven talent platforms are helping managers identify diverse, untapped pools of talent, making organizations more inclusive and globally competitive.
This cultural evolution is critical. A 2024 Deloitte survey revealed that 70% of executives believe AI will be essential for maintaining employee engagement and productivity in hybrid work models. Leaders who integrate AI-driven solutions into workplace culture are fostering environments where creativity, adaptability, and employee well-being flourish.
A new generation of leaders is emerging—those who not only understand technology but are fluent in it. These AI-first leaders are:
▪ Data-driven Decision Makers: Leveraging real-time analytics to anticipate market changes.
▪ Human-Centric Innovators: Using AI to enhance human creativity, not replace it.
▪ Ethical Guardians: Ensuring transparency, fairness, and accountability in AI systems.
▪ Agile Visionaries: Adapting quickly to disruption and positioning their organizations for future success.
Global examples include leaders at tech giants like Microsoft and Google, who are embedding AI into every layer of their business, as well as startup founders leveraging AI to disrupt traditional industries such as healthcare, education, and finance.
AI-driven leadership is paving the way for workplaces that are not just efficient but future-ready. Some of the key transformations include:
▪ Hyper-personalized Employee Experiences: AI-driven platforms tailoring training, benefits, and growth paths to individual needs.
▪ Smarter Recruitment & Retention: Predictive AI reducing turnover by identifying high-potential employees and engagement risks.
▪ Innovation at Scale: Generative AI accelerating product design, marketing campaigns, and customer engagement strategies.
▪ Global Collaboration: AI-powered translation and collaboration tools enabling seamless cross-border teamwork.
These advancements highlight that AI is no longer a “nice-to-have” tool but a critical component of workplace evolution.
Balancing Innovation and Responsibility
Yet, with great power comes great responsibility. Leaders must balance AI adoption with ethical considerations, ensuring fairness, transparency, and inclusivity. Bias in algorithms, data privacy, and the risk of over-automation remain pressing challenges. Successful leaders will be those who prioritize ethical frameworks alongside innovation—demonstrating that AI can serve both organizational success and social good.
Conclusion:
The rise of AI in leadership is more than a trend—it’s a paradigm shift. Leaders of tomorrow will not simply manage people or processes; they will orchestrate ecosystems where human ingenuity and machine intelligence converge. By embracing AI as both a tool and a partner, today’s leaders are shaping workplaces that are smarter, more inclusive, and more resilient than ever before.
AI at the helm is not about replacing leaders—it’s about reimagining leadership for a future where technology and humanity co-create progress.
Annette Densham Business Awards Writer & Strategist
They’re one of the sharpest sales tools you’re ignoring. Awards aren’t about vanity.
Judges don’t see the 2am finishes, the gutsy Tuesday pivot that saved your quarter, or the grind of rebuilding after the wrong hire. They only see the story you choose to tell them. Awards aren’t just about dumping facts on a page, they’re about shaping a story that shows your impact, backed with evidence. If you don’t take the time to prepare, all you’ve got is a rushed list of achievements that reads flat. Social proof is the currency of business, and awards deliver it in spades, but only if you’ve crafted a story judges can connect with and plan it so every criteria box gets ticked. Storytelling without prep falls short. Prep without a story is forgettable. Get both right, and awards stop being nice to have, a rush to the finish line and become powerful tool for business leverage.
Awards are social proof with bite
We swim in content. Phones, feeds, inboxes. It’s a daily deluge of 78gb every day into our overwhelmed brains. The businesses that cut through drop breadcrumbs of proof that lead people back to them: media mentions, case studies, reviews, and award shortlists and wins. Those breadcrumbs work because of biology, not facts, figures, features and benefits. Story triggers emotion (hello oxytocin and the limbic system), and emotion helps memory stick. The next time someone sees your name, the brain files you under credible because you didn’t just claim; you showed. Awards turbocharge that effect because they add third‑party validation to that picture people are building in their head about you every time you post.
and where entries fall apart
I’ve judged awards and written thousands of entries across a decade and seen the patterns that make an entry fall flat. The first red flag is that rushed entry you did at 11pm on the night the award closed. You can spot them a mile off, typos, vague claims, and zero evidence. The second is claims with no context. “We grew 50%.” Compared to what? From what base? Why does that matter in your market? Judges aren’t mind readers; they need proof. The third is ignoring the brief. If the question asks for performance in the last 12 months, spare the trip down memory lane to 2015. Highlight the verbs and nouns in the question, answer precisely, then run the “So what?” test on every paragraph. If you can’t answer “So what?”, neither can the judges.
Story first, stats always
Facts and figures matter. Alone, they’re forgettable. The entries that land balance head and heart:
▪ Challenge (what wasn’t working),
▪ Decision (what you changed),
▪ Action (what you did),
▪ Impact (results, with numbers),
▪ Meaning (why it matters beyond you).
Write like a human. You’re not delivering a shareholder memo; you’re persuading experts with limited time and a stack of entries. Yes, give the metrics but also show the messy middle; the trade‑offs, the learning, the courage to bin Plan A when Plan C proved smarter. That’s where relatability lives, and relatability keeps your scorecard in a judge’s head when they’re ranking the final cut.
I’m not a writer. Do this instead.
Open your phone and hit record. Read the question aloud and talk your answer. Don’t tidy it or police your voice. Transcribe it and now you’ve got raw, honest material that sounds like you. Edit for clarity, trim repetition, add the numbers, and you’re most of the way there. If writing isn’t your lane, get a second set of eyes to sharpen the draft. The skill is already in your head; the job is getting it on the page without sanding off all the texture.
The three non‑negotiables
1. Start before the award opens. Build a rolling black box of proof; revenue snapshots, customer outcomes, team growth, product release notes, press, screenshots, testimonials with dates. When questions drop, you’re not scrambling; you’re curating.
2. Don’t leave writing to the last minute. Block time or outsource. Ten questions at ~300 words? Do one a week. Panic is not a strategy, and it shows in your score.
3. Have a plan for after the win or shortlist) One “I’m blessed/grateful” post is a waste. Map four to six weeks of content: a punchy LinkedIn thread on what you learned entering; a client vignette that made the win possible; a behind‑the‑scenes post on your product decision that moved the needle; a short acceptance speech video even if you ‘only’ made finalist, because your team and customers helped you get there. Keep the momentum while others go quiet.
I didn’t win
Not winning isn’t a referendum on your worth. Sometimes criteria are unclear. Sometimes judges bring their own biases, they are human. Sometimes an entry leans heavily on a personal hardship narrative and sweeps the room, even when the category focus is meant to be commercial outcomes. It happens. Your move is to learn, tighten, keep
entering, and diversify where you play. I spent nine years making the finals of the Australian Small Business Champion Awards before taking home the trophy, and when my name was finally called, every not this time made sense. Persistence IS a strategy.
Size doesn’t matter
Many award programs segment by size and stage, so you’re competing with like‑for‑like. Do your homework: read the guidelines, check past winners, confirm any headcount or revenue bands, and pick categories that map to your actual strength. The fear that awards are for the big end of town is often a convenient excuse not to start. If you’re good enough to do the work, you’re good enough to enter.
The structure judges love
Use this as a template for each answer, especially when word counts are tight:
▪ Context in one sentence: what market reality or customer pain you faced.
▪ Your decision: the insight that guided your approach.
▪ What you did (3–5 bullets): concrete actions, not fluff.
▪ Outcomes with dates: revenue deltas, retention shifts, NPS, conversion lift, cycle‑time reduction, whatever fits the category.
▪ Proof pack: link or reference supporting docs (case studies, dashboards, screenshots, media).
▪ Why it matters now: the wider impact for customers, team, or sector.
Your awards repurposing plan
▪ Week 1: Announcement post with the one decision that drove the result , not just a trophy selfie.
▪ Week 2: Case study thread (challenge → action → results) tied to the win.
▪ Week 3: Short video on “three things we learnt entering”, tagged to team members.
▪ Week 4: Email to customers: what this means for them (better onboarding, faster support, new feature cadence).
▪ Evergreen: Add to proposals, website badges, speaker bio, and investor decks. Re‑surface six months later with a “where are we now?” update.
Common pitfalls to avoid
▪ Vague superlatives. “We’re Australia’s leading…” Says who? Show the benchmark and proof.
▪ Data with no denominator. “Up 250%” on five users means twelve. Provide base numbers.
▪ Feature dumps. Judges don’t need your entire product
roadmap. They do need the parts that change outcomes.
▪ Detached tone. Corporate-speak numbs. Precision plus personality persuades more effectively.
▪ Silence after the result. The long tail matters more than the night out.
If you only do five things this month
1. Build your black box of proof.
2. Pick three awards that match your stage and strengths.
3. Block 90 minutes a week to draft answers, one question at a time.
4. Record answers aloud first; edit for clarity, then add data.
5. Map a four‑week content plan for each finalist/award outcome before you hit submit.
Awards aren’t about ego. They’re about evidence of performance, of judgement, and of staying power. Write like someone who respects the judges’ time and your own achievements. The worst thing that can happen is you’ll be miles clearer on your story and armed with assets you can use everywhere. The best thing is clients, partners, and the media will have a concrete reason to believe you, because you didn’t just say you were good; you showed it, and others agreed.
Now, get to opening that fresh doc and answer the first question. Judges can’t read your mind. They can, however, read a great story backed by proof.
My bio - Annette Densham is a multi-award-winning PR strategist and Australia's most prolific award writer (yes, she can prove that), known for turning business brilliance into sharp, story-led asward submissions that cut through. With 40+ years as a journalist and storyteller, she helps entrepreneurs, CEOs, experts, and change-makers show, not just tell, what makes them extraordinary. Fiercely allergic to hype and clichés, Annette’s approach blends strategy, honesty, and a healthy dose of sass. She’s the creator of the Breadcrumb Method™ and a firm believer that good business deserves to be seen. When she’s not unearthing gold in client stories, she’s cuddling rescue dogs and dodging corporate buzzwords.
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