No. For many of us it’s the same. And you know why? Because you feel like something's wrong with you.

It seems to you that you MUST be ABLE to SOLVE it, so you are ashamed to talk to anyone.

It's like a topic you don't dare to discuss because it's supposed, damn it, to know it. Especially when you have a career like I had at that time (she refers to the freelancer start as a communication consultant) and a recognition that, strangely, made me believe that if I succeeded in media I will succeed everywhere. It's a silly. When you are at the beginning, you need help. I didn’t know that. [...]

I am convinced that I am still judging myself quite harshly, but ... No, I didn’t know that I can call people and say "I need you" or to ask the opinion of my team – now I would do it, because it's unbelievable what comes out when you allow people to contribute.

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These kind of reports don’t have a conclusion. They don’t decide whether a company is sustainable or not, but they present information and show the level of transparency. That’s why the EU has pursued this directive - to give the public access to information. Because not the Government should be, from my point of view, the one who checks whether a company has reached a certain sustainability target in a year and presented its results in a report. No. The Government must ensure that transparency has been shown, that all impact indicators have been included in that report, as well as the values ​​of the indicators.

We cannot discuss diversity, for example, until it is specified how many employees you have, how they are divided by salary, gender, age categories, training hours, etc. The sustainability report is the same as the financial one; there is an international extremely clear methodology.

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I started out with the thought that I would make products and interior design. That's how I connected the materials with architecture. It was a bridge. Then, I realized it wasn't what I wanted. My desire was to make interior decorations using my favourite materials, but at the same time thinking sustainable. Well, that was hard to believe. Even though I knew my perspective was valuable, it wasn't necessarily perceived as something professional from outside.

It was an entire road, because initially I started with production, then I worked on interior decoration projects and created various objects through collaboration.

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Passionate about theater, film, music, Cătălin seems to use these artistic lens in his own way of seeing the world. “In the classroom is a show. At any kind of school. The meeting between 2 people is a performance and as long as there are 1 and 2, and as long as there is an audience attending, it is a show.”, he says about the interaction with students. It involves great responsibility, but you also play a role because "you are someone who must be convincing, who must captivate."

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Entrepreneurs or managers have ideas after ideas, apply them, lose the focus and the reins, and eventually give up and contact a person like me. "Help me!", they say, as calling a doctor, and they ask: "What did I do wrong?". "You didn't do anything wrong, but you skipped steps", I tell them.

It's a tendency now to mature as early as possible. The same is in business. As if you put on fertilizer and force the growth of vegetables hoping that people will buy your product endlessly. And they only do it until they find it tasteless and unworthy. You cannot accelerate maturation.

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Ecommerce is a relationship based on trust. Only after you break down the wall of mistrust you succeed.

I say with every occasion that paying with the card, beside the obvious advantages, gives you an extraordinary power: you can withdraw the order at any time you want. If you pay with anything else, it's harder.

People say that they don't trust what the merchant will deliver ... card payment means I give him the money in advance only to get "something". It's the opposite of traditional trade, when you first put your hand on the product and then give the money.

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Now, I act in the same way, instinctively, but little by little I think I have gained confidence. Working a lot in the theater, you learn and people can appreciate that you have an opinion about something. When I was younger I was afraid of statements, because I wouldn’t have been able to justify any of my choices.

"Why so and not otherwise?"

Back then my only answer would have beenr: "Sure, yes, it can be any number of ways."

Today, I would reply, because being "old" (at 37 years old, you don’t have any more 15) gives me a certain degree of impertinence, "Because this is how I want it things to be."

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Today she is the founder of the ÆRTH.LIVE. - a platform for environmental and climate- action, visualised on a virtual model of our planet  - on mobile and in XR. (VR & Augmented Reality = EXtended Reality)

Adina fights for the global good and wants to give people the tools to protect their own environment. Her mind-set has changed since her time as an artist. She feels that if she isn’t doing something with an impact, she is wasting time considering the current state of the world and of our planet. “When you see how things could be better, it be a shame not to try.”, Adina told me.

At the end of the day she is a philosopher. She looks at things from a meta- level, “because otherwise it is hard to have an overview over complex issues like our climate crises for instance.” Sometimes she is definitely too much for some people. “Adina, what you want is too complicated to solve.” they say.  “Most people look at parts of the system in isolation. Some are machine-learning specialists, some are VR specialists and some are specialists for Blockchain. I am not inventing the wheel here. To me they are all tools in a toolbox, needed to create the platform of the future. To me these are not separate fields, but are all moving parts of a system.”

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In my case, when I have been staying for 10 hours today, 10 tomorrow, looking at them and seeing how they move, how they turn around the light, how the leaf protects the bud or how it bloom. Some foreign mechanisms in all their splendor. I'm watching them until they get dry and I don’t want to throw them away, I just don’t have enough force to do that after seeing their own life.

After you spend your life with an immediate goal - do something to get something fast, the observation and recording process, which has no immediate purpose, connects you to another truth, reality or level of existence, as we know it. With or without you, it's there.

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The same is valid in communication. A strategy is a mix of tools and negotiation of interests that function as a mechanism leading to "dialogue". This is the difference between a good strategy and the mimetic implementation of a list of activities that produce only noise.

The truth is that after 10 years of working in communication I have begun to understand more of the public role in this job.

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The same thing happens in the online PR, where we have a strong atypical market when we speak of influencers or brand ambassadors, and the industry is run by talent management agencies and therefore fees and commissions. In the end, it must be treated as it is, and although it is different, at the end of the day the communication tools remains the same. You have to explain to your customers that "it is what it is" and that we need to adapt our expectations.

You adapt or you do like me when after a serious confrontation with what a company's organization and internal culture means, I decided to start my own agency and apply everything I learned and seen in other countries.

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