06/09/2026
From 31 August to 4 September, I had the opportunity to visit Bulgaria and experience the market firsthand.
What impressed me most was not only the country’s development, but the mindset of its people: professional, welcoming, internationally oriented, and genuinely open to new ideas, design, innovation and new business possibilities.
Every market visit is a reminder of an important leadership principle: regardless of how much experience we accumulate, there is always another perspective to discover and another opportunity to learn.
During this trip, my travel reading was Philip Kotler’s Marketing 6.0 — and its message strongly connected with what I was experiencing on the ground.
The future of business is no longer simply about becoming digital.
Competitive advantage will increasingly come from the ability to connect AI, technology, physical experiences and human relationships into one seamless customer journey.
For leaders, the principle is clear:
Technology should not replace human connection. It should make that connection stronger, smarter and more valuable.
The companies that successfully combine innovation, customer intelligence, experience and trust will be better positioned to create value, accelerate commercial conversion and achieve sustainable growth.
Thank you, Bulgaria, for the hospitality, the conversations and the new perspectives.
Every journey should leave us with more than business opportunities — it should leave us thinking differently.
On to the next market, the next opportunity and the next lesson.
