On October 13, 2026, More By Us founder and creative director Maria Burgelova joined the panel “The Lessons Behind Success” at the Women in Innovation conference in Sofia. Hosted by Ladies Forum at Planet Schwarz Tech Theater, the conference brought together founders and business leaders to talk about what they learned while building their companies. Forbes Bulgaria organized the panel, and Reneta Georgieva moderated it.
Photo Credit: Ladies Forum
Maria shared the stage with Petrana Zaykova of Tech Industry Bulgaria, Silviya Pavlova of Wooden Spoon, fashion designer Ina Assa, and entrepreneur Rossi McKee. One panelist had the room laughing when she said she started her business out of spite. Another spoke about honoring her father through her work. The reasons for starting a business were different. The stories about learning to lead felt surprisingly familiar.
Making room for people to try something new
Maria drew on her experience as Founder and Creative Director at More By Us and managing partner at Defendara, an industrial cybersecurity consultancy. She talked about spotting what someone on your team is ready to take on, encouraging them to try it, and being close enough to help when they need you.
In a design studio, it might mean asking a designer to present a concept they helped develop. They get to explain the thinking behind it, hear the client’s questions firsthand, and see which parts of the idea are landing. For a creative director, it means making room for someone else to lead a conversation you’d usually lead yourself.
Photo Credit: Ladies Forum
Maria also talked about taking on challenges before she had every answer. That comes up in creative work all the time. A rough concept can help a team and a client see where they agree and where they’re picturing two different things. Once there’s something concrete to react to, the next decision gets easier.
Photo Credit: Ladies Forum
Thank you to Ladies Forum and Forbes Bulgaria for bringing the panel together, to Reneta Georgieva for making the conversation feel so at home on stage, and to Planet Schwarz Tech Theater for hosting us.
