PostdocTransformation show for scienctists leaping into business
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Episode 0026 Shownotes
Big heart ventures for doctors
In this PostdocTransformation show episode, Prof. Dr. Eleonore Soei-Winkels interviews Dr. Tina Ruseva (her LinkedIn profile), a multi-faceted serial entrepreneur with her company Mentessa. Tina shares her inspiring journey about transitioning from business to academia to building a business aligned with her values, in the US, Germany and Bulgaria. She offers valuable insights into the importance of purpose in driving our careers. The conversation touches upon key topics like breaking down workplace silos, fostering a connected learning culture, and the intersection of technology with purpose-driven entrepreneurship. A candid discussion about Tina's book 'Big Heart Ventures' (listen to this episode to not miss Tina's gracious offer on her book!) further explores the importance of impact-making through purposeful business endeavors. This episode is a must-listen for anyone contemplating a leap from academia into business or to start-up a company.
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Introduction
Hello, PostdocTransformers. I'm here to give you a treat. I'm talking to Dr. Tina Ruseva she is originally from Bulgaria, but she lives in Germany and she is a computer scientist. Turned MBA turned startup founder, turned PhD, turned entrepreneur. So, she can really share a lot of stories, how you can shift around difficult situations and turn that into something good and useful. She is a very extroverted person and she also is purposeful and legacy driven. You will learn from her why she did a PhD. She'll be also talking about her companies and the current one is Mentessa, which is a platform that connects people at companies to build a learning culture. Last, but not least: she's also a mom of two wonderful children.
Interview
Eleonore:
I'm so grateful that you are participating as one of the very first experts and leaders for the PostdocTransformation show, I followed your way for a couple of years now. I also participated in one of your conferences. I'm a big fan because you are an inspiring role model. So, this is your stage, Dr. Tina Ruseva!
Dr. Tina Ruseva:
Thank you so much. I'm really happy to be here. There's nothing above empowerment. I think in our society, everyone should take care of at least one other person. So, I'm really happy to be here to talk about careers, to talk about entrepreneurship, but also about, postdoc and personal development. Thank you for inviting me.
Eleonore:
Thank you. All right. So, without further ado, you are a very special PhD because I know that you studied computer science, but you also then ventured out, became an entrepreneur before you did a PhD and that you did in Bulgaria, right? So, tell me a little bit more about that.
Dr. Tina Ruseva:
Yes, actually not in Bulgaria. I have been living in Germany for 22 years now.
I came when I was 18, right after high school. I, started studying computer science at the LMU in Munich. It was a great time, but ever since the first day in lectures, I knew I am a bit different than my colleagues. Not just gender wise. We were very, very, very many students. So, Audi Max computer science, first semester, more than thousands of students back then. Very, very few women, but there was something different, something else different too. I was very extroverted. I was very outgoing. [00:04:00] I really wanted to get to know the people around me.
I cared about their stories and how we could help each other. That's not the normal profile of a tech person, unfortunately, and I think this is changing. I felt a little bit not in the right place, in the studies. And after one year, I changed into an NC subject (numerus clausus, i. e. restricted grade-based admission). So, a lot smaller computer science course, which was specialized on human computer interaction. It led to my interest to user experience, to a lot of skills that I benefit from right now as an entrepreneur, but also to subjects like psychology, sociology, and economic, which I think really shifted my career towards more like building in the intersection with people and not so much behind the curtains. After I graduated, I started to work for Microsoft, in Germany. I didn't have any ambitious to do a [00:05:00] PhD or to start a startup. I was a young Bulgarian. I knew, how great my salary was. I think when I started my job at Microsoft, I was only 24 years old, I really had a really nice income and the whole world was before me, so to say.
Dr. Tina Ruseva in her first corporate tech job
Dr. Tina Ruseva:
Unfortunately I just didn't found myself again in the right place again, everyone was so focused on their task and on the software. My job at Microsoft was actually as a support engineer, so not on the phone with consumers, but with business partners: very difficult installations and very custom processes. It was really interesting: I was supporting a product called a CRM system (Customer relationship management system).
As a computer scientist, I didn't know why you need one, so I really wanted to understand why is it what I'm doing purposeful and [00:06:00] useful for somebody. And I was not encouraged to understand this within my job role.
So, as a techie, I was supposed to stay in the tech role and do the tech stuff and not ask too many questions. And this is when I started very, very few weeks after I joined Microsoft to look for alternatives and I found, an MBA program at TU Munich and I just said, okay, it's now or never.
I applied and as soon as I got the Zulassungsbescheid (acceptance letter), I quit my job. So, within one year I was gone and this is where my startup journey started.
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Dr. Tina Ruseva's internal drive to build a legacy that matters led her to earn her PhD at another prestigious uni in Germany
Eleonore:
Alright, both universities are prestigious universities.
Dr. Tina Ruseva:
Yes, I am very proud to having graduated two of the top European universities. I just want to say, I was never seeking after a career, I come from a country where, while I was growing up, career was not a thing.
So, [00:08:00] while I was growing up, Bulgaria was transitioning from communism to democracy. Everything that was was canceled. There was no such thing like looking up to your grandparents for their longstanding corporate career and wanting to do the same or having a mentor who is navigating you in an institutional or research career. Everything was reset, rebooted. So, I just grew up with for this reason with an extremely strong sense of integrity, because growing up in a transformational environment, leads to two things.
You either say, oh. Everything is changing. There's nothing I can do, and you can just resign. You can back up and say, I'll just be passive and see what's going on, and you can do this second alternative, which is the one I chose. You can develop something on the inside, which you can hold yourself onto so that there is at least one stable [00:09:00] thing in your life.
And I call this integrity and this is the path I took. And I think this helped me a lot because I was always thinking, am I at the right place? What's really important for me? What is that really, really matters? What do I want to be my legacy? How do I want to make an impact?
Be small or big? So yeah, very two prestigious universities. I haven't looked for prestige. I'm happy I found it, but I think the reasons for everything turning out successfully were more on the inside.
Eleonore:
Yes, absolutely. I mean, both universities can be really happy to have you because what I have already shared in the introduction is that you are winning awards. You yourself are inspiring, but also your company. So, before we also talk about the company, can you also say why did you do a PhD then on top of the MBA?
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Why this special entrepreneurial PhD on top of an MBA?
Dr. Tina Ruseva: So, [00:10:00] I walked you through my early career days, through my first studies. I didn't tell you about my startups though, and I think I have to say it before because my PhD was a little bit of a coincidence. I was first an entrepreneur, turned PhD, turned entrepreneur again, and this is what happens:
I went to study for my MBA, with a focus on entrepreneurship and innovation management at TUM. And I saw a business plan for the first time, a business model canvas. So, it was all very new and inspiring and exciting, and I just started applying these things I learned at school and I quickly developed an idea: The idea for my first startup, Gymzap.
It was one of the first fitness apps in Europe, if not the very first one. And the idea was that back then, a YouTube video, it was limited up to four minutes. You cannot imagine how difficult it was to, [00:11:00] find good content online, because the internet connectivity was not that good and there was just technical limitations. Live streaming was a thing only for nerds. You would need a time. Passion and, you know, patience to live stream anything. So, it was actually impossible. I connected the dots as a computer scientist and, and as an MBA I knew the internet is coming. It was the year when the iPhone came to life and DSL connectivity started to spread in Europe.
I was a big fitness fan and I knew, okay, my grandfather had this audio cassette and my mom had the VHS with Cindy Crawford and I had the DVDs, and now it's all online. So, all of those trainings are going to. Come to the internet and YouTube was not an option back then. So, this was how my first company started. I ran it, spinning it off from my MBA and [00:12:00] throughout the successful development of Gymzap, which was an award-winning technology, and we had a lot of international exposure.
I met a professor from Bulgaria, from my home country at one of the conferences in Barcelona, a large very well connected platform with Silicon Valley investors. He said, Tina, you actually have the perfect profile for a PhD student because you are already engaged with the California ecosystem. You live in Munich and you are from Bulgaria, from Sofia, and those three places collaborate on a very special PhD system, run throughout the initiative for fostering Intel technology entrepreneurship worldwide.
So, it was like, I was the person connecting those three dots that wanted to operate to bring entrepreneurship to techies like me back then.
Dr. Tina Ruseva:
And I have to say, and I'm saying this, although it is a postdoc podcast. I know how hard it is to write a PhD and I don't want to discourage anyone, because we should be bold and we should empower ourselves at the first place before we can empower others, [00:14:00] however. I only agreed to do that PhD at Sofia University „St. Kliment Ohridski” for super selfish reasons. I thought, oh, how lovely it would be if I would have a Dr. title, as they say in Germany, and I completely underestimated the effort, the whole pain that you have to go through to write anything, especially a PhD.
And I also did externally because I was living and running my company here in Munich.
At the Sofia University, I had to fly there and teach and do stuff, and it was four years of no weekend.
So, it was really, really, really prize too high, given that afterwards, I didn't stay in academia. I just wanted to say, this is a disclaimer: I was a young person too, and I also, you know, not always had the purpose in mind. From time to time, every one of us, you know, is not doing the right thing.
And this is how I ended up as a [00:15:00] PhD. But I think it was really great. So, although it didn't, directly influence my income, I think in a formal country like Germany, it has always been more beneficial, to have the highest study degree possible.
Eleonore:
Hmm. Yeah. And actually I think that once you reach your autumn of life or your winter of life, you can also come back to academia and share all your wisdom that you have acquired already and will acquire because you shouldn't go back to academia right away, that would be a waste of your talents. But I am awaiting for the time, like in 20 or 30 years when you will come back and share everything that you have already shared now in this podcast episode, but also even more because I know that there will a lot of things coming your way.
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Values in Dr. Tina Ruseva's life
Eleonore:
So, in the introduction, I already said that you are award-winning. Gymzap was one of the [00:16:00] companies. You probably sold that, right?
Dr. Tina Ruseva:
Gymzap I ran between 2009 and 2013. In the meantime, I became a mom twice. I will just open brackets here because entrepreneurship is, I think, a way of life. So, it doesn't really matter if you are an academic or just a corporate employee or a freelancer. I think every one of us has the capacity to build our lives on purpose.
This is how I approach things. So, life happened and I had two wonderful children, which now are quite grown up, for that reason. It's a benefit. Again, it was difficult back then, everything has upsides and downsides. So, to come back to your question, I ran the company. It started to get really, really difficult and we had a [00:17:00] personal thing in the family, which I needed to take care of. And I was just putting this on the scales and I said, okay, is there someone who can, take care of bringing of fitness and sports activities and guidance to the internet? Somebody else in the world?
And I was like, Hmm, yes, probably there are. And as history showed, there were many companies that followed on the trend and it became a big thing. And today it's very normal to practice with your smartphone or with your watch or in any other way.
And then I was looking at the scales and I was like, okay, is there somebody else in this world who can take care of my family that needs me right now and of our special situation? I clearly had to admit that I was the only person who can do it now. So, for me, it was one of those moments when integrity pushed through and I said, okay, as much as I love being an entrepreneur in this [00:18:00] company, and no matter how far we've come.
Now I have to put it, on the shelf and go back to deal with stuff that needs to be dealt with. And this is how I stopped being an entrepreneur, how I started, to work in corporate again, this is where actually the most of the four years PhD took place. I was working back in corporate a normal job. I was taking care of my family and I worked on my dissertation. And I think, one of the things that I learned from that, or if my personal humble story can be of use for anybody is that we just, if we stay flexible, there's always ways how you can shift around difficult situations and turn them into something good and something useful.
Eleonore:
Wow. PostdocTransformer, if you were doing something else, come back to me and listen to that like five minutes before that. This is really important and I think that integrity is something that [00:19:00] is a value of Tina, and I hope that you will find values in your life that will help you to, you know, create a vision of your life and also to accomplish that even if you have to navigate hardships obstacles like Tina already alludes to.
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Eleonore:
All right, so you had not only one company. We understand now, that you did a PhD and from the energy level you could probably say that this is not where your heart is. But instead you ventured out again and created a new company, which we now know.
Which one is it?
Dr. Tina Ruseva:
My company is called Mentessa. It's an award-winning AI platform that helps organizations.
Eleonore:
Okay, PostdocTransformers: We already talked about the importance of artificial intelligence, so listen to this.
Dr. Tina Ruseva:
Absolutely. So, it's an AI platform that helps companies, connect their employees for learning and [00:23:00] collaboration based on skills. If you look at that on a larger scale, it helps companies build a connected learning culture in a very, very distributed workforce. And this is one of the core challenges business and organizational leaders have today. How do we forge a sense of purpose? How do we connect people so they collaborate, interdisciplinary, but also beyond gender, function or anything else. There are many reasons why we need to do it. The most important and critical one is that the challenges we face today are more dramatic than any time before in human history, and we need any single skill and talent applied and not wasted so that we have a better chance to solve problems.
Another reason is that it's just a fair thing to do because it allows for diverse talent, not just like women or minority or or other underrepresented [00:24:00] people in a dominant culture to participate in the workplace and by this in the economy.
But it's also just fair thing to do on an individual level to give everyone the opportunity to achieve their best.
And, there are many, many other reasons. Companies today cannot innovate if they stick to the status quo. They have to move fast. And a lot of the knowledge and solutions are not available out there, but they can be created in the right team.
So, this is what we want to bring into a company culture and this is what I'm really passionate for. I think you also hear that it kind of sprouts from my personal story and my personal, development in the workplace where being a woman in tech or a woman in academia or a woman from Bulgaria in Germany or a female founder has very often been a reason for barriers for know-how exchange, for mentorship, for funding, etc.
I really want that everyone in the workplace has [00:25:00] the opportunity to have access to the knowledge and people around them and not just the very, very entrepreneurial people in the workplace.
Eleonore:
I think we should drop the mic. I don't know what else I could say? I'm also a professor for industrial and occupational psychology. I've also worked in the IT workplace and everything that you said is so true. We, the human workforce needs that; we need connected learning and collaboration.
So, I'm really, really happy that I have you. And I think that we should invite you also to my real lectures in real life for my Bachelor and Master students of business psychology, because then you can also have a deep dive in these kind of topics.
Dr. Tina Ruseva's plans
Eleonore:
I also want to have like your two cents on the future of work. Where do you think is your company moving, in that context of "NewWork"? The "Big and growing festival"? I mean, already said that, that we know each other from, I I participated in one of your sessions for your "Big and growing festival".
So, you are also the president of the Bundesverband New Work. You can you allude to that a little bit more?
Dr. Tina Ruseva:
Yes, I'm happy to. First of all, thank you and let's do all of this and let's create more opportunities and collaborate more because I think this of the future of work.
I started the "Big and growing festival" as a NewWork festival, as a movement on parallel together with Mentessa back in 2019, after five years in the workplace.
Just seeing how little people talk to each other and how little is going on and how many barriers there are, and I said, okay, let me try to fix this again with a startup.
Technology entrepreneurship is the most powerful way to shape the world today because you can scale technology and you can bring solutions equally to more people. So, I started the company and I saw, okay, technology won't be the problem. AI won't be the problem because back in 2019, AI was available as a service. The problem was how people were thinking about technology, AI, and matching, and especially about the culture of being able and [00:28:00] being free to collaborate and talk and learn from everyone.
This was not a welcomed perspective in the regular company in Germany or in Europe back then. So, I started it and I saw, oh, the digital transformation is not a technology problem, not digitizing processes. It's a cultural transformation problem. It's how we can learn to think differently about work and the purpose of organizations. And this is why on parallel next to the technological solution, I saw myself required to start a movement. To rethink the workplace and what we do there, and this is how the begin growing New York Festival emerged, and this is why it is a decentralized platform where people can contribute independently of their career level or academia, because it is important today, and this is to come back to your original questions.
What in the future of work is important for us today to create an inclusive workplace? [00:29:00] So, my vision is silo free. How can we remove the silos that stop people for giving their best, that stop them from being seen, contributing because in a world that's changing so fast, diversity is not just gender and race. It also encompasses nationality, you know, really social class, age, ability, diversity of thought, most of all. And this is required for us to solve the challenges we spoke about.
Eleonore:
Absolutely agree. I already said that pre-recording that I joined your "Big and growing festival" as someone with only 2000 followers or so on LinkedIn, and that festival was so enlightening in the sense of I started to become visible as someone having a maternal leave who's having a different career.[00:30:00]
And I, that was one of the opportunities to connect with a lot of inspiring people. So, thank you again for that opportunity because one of the hashtags that I used back then was really #NonsiloedThinking, thinking beyond the borders of a small box and to sort of like outgrowing that.
These were the values that were really resonating for me back then with you and also today, and I hope that everyone who is following the PostdocTransformation will also connect with you on LinkedIn.
I know that Tina is also offering mentoring capabilities (click here to learn in her LinkedIn post on why she's been a mentors since 10 + years). I'm not sure whether you will have a run. I would say that you will have a big run for your mentoring [00:31:00] slots. I don't know, I'm not sure whether this is a wise idea, but if you ever have a capacity for being a mentor for me, remember me, LOL.
I also wanna ask about the books that you have written, but also that you are writing. So, I know of two. Which one is the one that is probably most suitable for the PostdocTransformation show?
Dr. Tina Ruseva: I wrote a book called Big Heart Ventures. Technology, entrepreneurship for the next age of development. It is a book that helps aspiring entrepreneurs who connect their business to a purpose.
Uh, my favorite [00:33:00] sentence from the entire book, I wrote the entire book, so I can say the sentence to more people, is the benefit of purpose is the courage to pursue it.
I think very, very many people start a PhD or a startup or a family or some other project out of other reasons than purpose. And for me, it is required in order to stick around for as long as it's necessary to turn it into a success.
And purpose, I define as something that is, important for me, but also that is beneficial for other people. And this is why the book is called Big Heart Ventures because big is more than one person. More than you. So, a purpose is more than my career, my stuff, my money, my development. It's beneficial for at least one other person. It can be as small or as big as you wish, but it has to bring something to somebody.
And if you think like this about entrepreneurship, you will find that there is [00:34:00] no need to differentiate between social and other entrepreneurship. You'll find that there is no need to talk about SDGs and economy, you will find that it creates a very cohesive and holistic approach towards life and work in general, because everything we do impacts somebody else and it impacts us.
So, I wrote a book to encourage young people to look beyond the investor, to look beyond all the perks that come with being a startup founder, the conferences and the visibility, and actually think about why am I doing this? Why does it matter to somebody else? Because in every career, the same also in writing a PhD, there are days and moments where you really have to struggle. And in startups, those are maybe even more because entrepreneurship is actually a very, very mundane work. You have to create stuff. You have to sell it.
It's not as exciting most of the days as people think, because creating something new for real, creating it means applying it and seeing if it works. And this is where it is very, very similar to the scientific method where you just have to collect data and analyze and do stuff, and do it again, and do it one more time.
So, when those a little bit harder days come, or when the real hardship comes on the way. Most people are like, Ooh. In this big, beautiful world, there's so many other things I could do, I just might wanna drop this, but if you really want to make something that lasts, no matter in which area of life you have to stay as long as it requires to overcome those things, and this is where purpose comes into place and gives you a reason. To try it one more time and to try it [00:36:00] a little bit better. So, I wrote a book about this. It's called Big Heart Ventures.
Any one of your listeners who connects me on LinkedIn and writes me a message, I will give away a free digital copy.
But you can also find a book of course, and you can also find the book on Amazon or just on my website, TinaRuseva.com. I'm really happy to share it because I think this is something we still teach too little. And during my PhD, I was teaching entrepreneurship and I actually, in my MBA learned entrepreneurship at the university. And I think we talked so much about the hows, uh, about how to write the business plan and how to find investors and how to build a business model and all of the house. But we really talk really too little about the what, like. What are you actually investing your life into? What are the reasons that will drive you even when it's hard? And I think those are the things that [00:37:00] matter at the end of the day.
Wrap up
Eleonore:
Oh my God, yes. Thank you. And this is really the moment where I would say that, I have prepared a lot of questions, but I'm so, so glad that I didn't ask you any of these. I wanted to do interviews with people who are inspiring PhDs, and I never got around with that because it's like, it's time consuming to prepare myself and also to find people who are willing to share about their journey like you just did.
And I'm so, so glad that you have spontaneously said yes. And within I think two or three days. We just recorded this episode, and I don't think that there will be a lot of editing needed because every word that you said should be listened to again and again, and I already know a lot of people who need to listen to this, and I will share that with them so happily, [00:38:00] because I think that you are so inspiring.
Tina:
Thank you Elli. Thank you. It was an honor to be on your show and good luck to everyone listening. Don't give up. Be strong and help each other stick to each other so we women, get stronger together.
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Full transcript
Do you want a transcript of our episode? And our episode sponsors answers to all six bold questions so that you can choose to apply. Do you want to nominate your potential employer of choice so that we can ask them our bold questions? For all of that, click on our links in our show notes and on our website, www.postdoctransformation.com. Remember to check your readiness to leap out of science for free and to enroll in our free email course career transition made simple.
All right, thanks for listening and I hope that you will watch our show and also listen to our show for the next episodes. And like I said, go back to the previous episodes. I think they have valuable insights for you.
Please ask away your career transition questions (connect with Eleonore on your preferred social), as we aim to create future episodes for our audience. We appreciate every one of you!
Until the next episode,
Cheers,
Eleonore & Team PostdocTransformation
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Well, then get 3 mugs for free (we cover the costs and shipping), and you place them at your grad school and/or lab kitchen for your PhD peers. Just enter "3mugs" and "freeshipping" and you'll get a 100% discount. Thank you for investing your time into our PostdocTransformation!
