What does your typical day look like? What routines are on your list?
A typical day starts with waking up around 9 AM, washing the dishes left over from the evening, and going for a walk with my dogs. That's how 100% of my weekdays and weekends begin—sometimes minus the dishes if I actually managed to wash them the night before 😂 After that, it's breakfast, work, three evening workouts a week, and another walk with the dogs.
Three things you always carry in your backpack?
MacBook, AirPods, tourniquet.
Are you more about comfort or style?
I really love looking stylish, and in recent years—thanks to my fiancée—my wardrobe has improved a lot. But comfort in clothing is my baseline requirement, so when I find something I feel really comfortable in, I often grab several and basically live in it for a few seasons straight.
How do you recover after tough days?
I do nothing and minimize communication with the outside world. I watch TikTok or TV series—I know it's not exactly productive, but it really helps clear my head. If it's warm outside, I try to get out in nature or go for a motorcycle ride. The motorcycle and the road calm me down. During colder seasons, I play games on PlayStation—I love diving into different fantasy worlds.
What's your must-have kit for long trips?
Money is the main must-have 😂 But a good pair to go with it: comfortable shoes you can walk 20,000 steps in without suffering the next day, a few sets of comfy clothes, AirPods, and a bag or backpack to toss random little things into.
What radically changed your lifestyle and mindset? Tell us that story.
Around 2018, during one of my many professional crises, I read the book Never Ever (the author is Russian, so I don't recommend it to anyone these days). The core idea was that to "start a new life," you don't have to reset to zero. All the skills and competencies you already have will absolutely help in most new ventures. And that's exactly what happened. I didn't start a new life, but I reevaluated my skills in marketing and strategy and started applying them more broadly. That's when I bought into a business and began my entrepreneurial journey.
One rule from your life?
It's not so much a rule as an approach to life I've chosen for myself—Do Hard Things. It's my reminder to aim higher and do things I haven't done before. Learn new stuff, try different roles, experiment with work approaches, look for better ways to solve problems. It's my hack against my own brain, which constantly craves comfort and quick dopamine.
What advice would you give to newcomers in the creative/strategy field?
Be individualists and always have a plan for your future. It's totally normal to have moments where you don't know where to go or even what you want. But having your own picture of the future you desire is what will help you make decisions that bring you closer to it.