Eva Dimitrova

My specialty is in taking digital products and services from 0 to 1. Whether it’s to position them in a competitive market, to help build them or to create and execute a go-to-market strategy.

I’ve worked with Vodafone, Google, Amazon, Microsoft and IBM on launching more than 30 international software projects. I’ve also been involved in multiple startups, including as a founder.

Those experiences combined with my love for learning and overcoming challenges is what feeds my creativity for solutions and innovations. Are you looking for one?

How-tos vs What-ifs?

How-tos vs What-ifs?

Learning new skills is absolutely essential for progress and nowadays - even for simply not being left behind.

  • How to do branding.

  • How to define your competition.

  • How to sort your data.

  • How to create a marketing plan.

  • How to write good copy.

  • How to sell.

  • How to conduct user interviews.

  • How to write javascript.

  • How to decide on a backend architecture.

  • How to do scrum. And so on.

Just google any topic and you will find hundreds of resources on how to do things. We live in a truly remarkable world!

However, there are certain points where the question becomes “How do I continue next?“ How do you come up with something brand new? Something creative, different, unique, innovative?

Maybe you are stuck, maybe you need to prioritise something (google for “how to prioritise”), maybe you run out of ideas, maybe your product is doing good but you are afraid that this won’t last forever.

After all, everyone is following (or trying to) the same “how-tos“. Execution is a big differentiator, that is for sure. But what if following the steps is not your problem?

What if you need to change your frame?

  • What if you change your branding?

  • What if you define your competition in another way?

  • What if your data is misleading?

  • What if your marketing plan is not aligned?

  • What if people don’t read your copy?

  • What if you could simplify your selling process?

  • What if you change how you conduct user interviews?

  • What if you move from javascript to python? (maybe a bit too far fetched)

  • What if you change your backend architecture?

  • What if scrum is not for you?

It’s a subtle but powerful change because it pushes you to think out of the box, to consider things that were not in the manual. “What if” has the power to expand your view.

What if we did that?


Should you build it or should you buy it?

Should you build it or should you buy it?

What melody is your name?

What melody is your name?