INSIGHTS
We present to you one of the INspirers taking part in our ALL IN business forum – Boriana Manolova, CEO of Siemens for Bulgaria, North Macedonia and Ukraine. On September 19 at Hilton Sofia, she will plunge us into the depths of the industrial metauniverse and tell us more about the effect this innovative technology is having on businesses, the economy and daily lives.
Boriana Manolova (PhD, Eng.) is a global-level expert in the fields of electrification, automation and digitalization. She is a Board member of the Council of Women in Business in Bulgaria, vice-chairman of KRIB, Board member of the Bulgarian Chamber of Mining and Geology, chairman of the Board of Trustees of the University of Telecommunications and Post (UTP) and the University of Ruse “Angel Kanchev”.
Say Elon Musk has already achieved his planned big breakthrough for humanity and you’re going on a year-long trip to Mars. Which three celebrities (living or dead) would you like to accompany you?
For such a trip, I would choose three people who, for me, embody to the greatest extent the spirit of innovation, progress and human potential. First, Leonardo da Vinci—his interdisciplinary genius and insatiable curiosity about the mysteries of life would inspire us to see Mars not only as a new frontier but as a blank canvas for reinvention and reimagining. Second – Ada Lovelace. As the world’s first programmer, her visionary thinking would help us look beyond the obvious and discover new interconnections and unexplored possibilities. Finally, I would like to take David Bowie with me – his music and artistry would keep us firmly connected to the essence of being human, even when Earth is a tiny dot somewhere among the distant stars.
Now imagine you are entitled to spend one working day with any company executive (dead or alive). Who would you choose and why?
I would certainly choose Werner von Siemens. And not only because he is the founder of Siemens AG, but because he is a unique combination between an engineering genius, a successful entrepreneur and a bright visionary with responsibility towards generations. Spending a day with him would be an extraordinary opportunity to connect the past with the future. His entrepreneurial spirit and relentless pursuit of innovation continue to inspire us, and I believe his insights still hold true for all those technological pioneers who are blazing paths into the future.
I would use this day to find out if he ever imagined that his inventions such as the pointer telegraph, the dynamo, the electric locomotive, and the trolleybus would have such an impact on the overall development of mankind. I want to learn how he would envision the role of technology in shaping society and how he would approach today’s challenges such as digitalization and sustainability.
Imagine you are shipwrecked on a lonely island, but all your basic human needs – food, water, shelter – are met. What two other things would you like to have with you and why?
As an engineer, my first thought, of course, is to wish I had an ax or some other similar tool that would enable me to build a raft or boat to get off the island.
If this is impossible, I would like to have a seed bank with me so I can plant. Having a diverse collection of seeds would allow different plants to be grown and would ensure an additional food source. At the same time, taking care of them would give me something to do on a daily basis.
If you could give as a present just one book for the rest of your life, what would it be?
“The Little Prince” by Antoine de Saint-Exupéry. This timeless tale captures the essence of the human experience through the eyes of a child, reminding us of the importance of imagination, curiosity, and the bonds that bind us. In a world driven by the pursuit of success, The Little Prince serves as a reminder to value what is truly important – love, relationships and the simple joys in life. It is a book that transcends the limitations of time and space, offering wisdom and perspective to any reader, no matter where they are on their journey.
You are a time traveler. You have the option of moving forward into the future or going back into the past. Where would you like to go and why?
I would choose to travel 100 years into the future. The pace of technological and societal change is accelerating, and it would be extremely interesting to me to see what the world would look like a century from now. I want to understand how humanity has dealt with today’s challenges such as climate change, digitization and social justice. It would be an opportunity to learn from these insights in our time to shape the present better and prepare for what lies ahead.
You are offered a superpower (any skill you can think of), but only for a day. What will you choose and why?
If I could have a superpower for a day, I would choose the ability to make people understand each other. I believe that a large part of today’s problems of humankind, including military conflicts, are due to the lack of empathy and the desire to really know the other person and to walk in their shoes. Imagine the impact of such a force—dissolving misunderstandings, bridging cultural differences, and fostering understanding, if only for one day. Barriers could fall, decades-old conflicts could be left behind and people and nations could reinvent themselves in a new way. This force would be a catalyst for lasting harmony and progress. I know it sounds utopian, but nothing stops us from dreaming…
Name the biggest threat/challenge for your company in the next five years.
The biggest challenge for Siemens over the next five years is to remain at the forefront of new technology development while maintaining our commitment to sustainability. As digitization accelerates, we need to innovate fast enough while ensuring that our solutions contribute to a sustainable future. Balancing these two imperatives – innovation and sustainability – will be critical to lasting success.
Which area offers the greatest potential for Bulgaria to become a leader in Europe?
I believe that Bulgaria has the potential to become a European leader in digital innovation. Thanks to its well-educated workforce, thriving startup ecosystem and strategic positioning in Europe, our country can harness these strengths to become a hub for digital transformation, especially in areas such as IT, AI and automation.
AI is a hot topic, but what do you think is the most neglected issue that needs attention?
Yes, artificial intelligence has been talked about a lot in recent years. Various concerns have been cited, from the very pragmatic like the disappearance of certain jobs to those straight out of science fiction. Most of them are related to the practical application of AI and its ethical dimensions.
However, there is another important issue that I think is largely neglected – the effect of AI on art and culture. While artificial intelligence can undoubtedly generate impressive artistic results, it is crucial to ask what “art” really means in the age of artificially created works.
Art has historically been an expression of human emotion, experience and perspective. If AI can mimic these elements, what will happen to the value we place on authenticity and originality? Won’t they be supplanted by “artificial art” that only requires an AI app to create?
Also, if one could be an “artist” or a “poet” at the push of a button, wouldn’t that make the creation of new, original works by human artists, which sometimes takes months, even years, meaningless? And how can we, the consumers and connoisseurs of art, be sure of the originality of the value of whatever is offered to us?
In this sense, it is essential to foster a dialogue that balances the potential benefits of AI in the arts with the preservation of human creativity and artistic potential.
Which of your tasks would you never want to outsource to a robot?
I would never entrust mentoring to a robot. While AI and automation can handle many tasks, a human approach to targeting, inspiring and nurturing talent is indispensable. Mentoring means understanding people, empathizing with their challenges, and fostering a culture of growth and innovation—qualities that require a deep human connection.
Which is more important: talent or hard work?
Hard work is more important to me. Talent is a great starting point, but dedication, persistence and the desire to push forward are the real drivers of success. Hard work allows you to develop your skills, overcome obstacles and constantly improve, no matter where you start. Talent can give you an edge, but hard work in pursuit of excellence is what makes the difference.
Which is more important: education or experience?
Both are important, but experience is more essential than education because it brings knowledge to life. Education provides the foundation, but only through experience we apply what we learn, adapt to real-world challenges, and gain the practical wisdom that drives success. The combination of the two is ideal, but if I had to choose, I would value the lessons learned from the experience more highly.
What are the three things without which success is impossible?
Vision, persistence and collaboration. Vision provides direction and purpose. Persistence helps you overcome setbacks and stay the course. Collaboration relies on team synergy to achieve something greater than you could on your own. These three elements are the pillars that support any lasting achievement.
What fascinates you nowadays?
I am fascinated by the intertwining of technology and sustainability. The way emerging technologies like AI, IoT and renewable energy are coming together to create smarter, more sustainable solutions is truly inspiring. At the same time, the demand for ever-greater resilience of businesses, economies and societies generates strong pressure for innovation and new solutions to make this possible. This intersection has been one of the most powerful engines of technological progress in recent years.
What’s the best advice you’ve ever received?
“Embrace uncertainty as opportunity.” In today’s fast-paced world, change is constant, and uncertainty can be frightening. But it’s also where innovation and growth happen. If you see uncertainty as a chance to explore new possibilities and adapt, you turn challenges into stepping stones to success.
What is the hardest lesson you’ve learned?
The hardest lesson I’ve learned is that perfection is the enemy of progress. Striving for absolute perfection can lead to procrastination, missed opportunities, and burnout. It’s important to strive for excellence, but also to recognize when something is good enough. Progress often comes from iterating, learning and improving over time, rather than waiting for everything to be perfect to take the next step.
The biggest challenge you’ve overcome?
I think that every day at the head of a large and diverse company like Siemens Bulgaria is a challenge. If I had to mention just one thing, I think of how we were able to move to a hybrid mode of operation at the beginning of the COVID-19 pandemic, as well as redefine and adapt our work processes and employee care in a very short time after that. Our entire team worked at an extremely high level, which allowed us to handle this emergency situation smoothly.
When was the last time you said to yourself “This is my best day at work”? What was the occasion?
I have had many occasions when I have said this to myself – moments of achievement, breakthroughs and team successes that fill me with pride and joy. Each time I think, “That’s it, it can’t get better than this!”, I am then pleasantly surprised by the next conquered peak that’s higher than the last.
Still, one of the most exciting and memorable moments was when Siemens Bulgaria received the Team of the Year award at the end of 2022.
What made this day particularly special was the sense of unity and shared achievement. We had been through several years of significant change and unprecedented challenges, and yet we emerged stronger, more united and more determined. As I stood there with my team holding this award, I felt a sense of immense pride in the people who made this achievement possible. And at that moment I said to myself that this is one of the greatest days of my career!
What is your biggest passion – something that you are ALL IN?
My biggest passion is promoting diversity and inclusion in the workplace and beyond. I believe that diversity is a catalyst for innovation, driving creativity and resilience in our teams. Inclusion, in turn, ensures that diverse voices are not only heard, but valued. This is not just part of corporate responsibility; it’s about building a future where everyone has a chance to succeed. This is my cause both as the head of Siemens Bulgaria and as a co-founder and member of the Board of the Council of Women in Business in Bulgaria.
