Growing Together with my Interns

They were my interns.

Or maybe the better word is: my project partners.

Over the past two weeks, they came to the office to visit me, and we ended up sitting at the same cafeteria table with the same relaxed conversations. Nothing formal - just genuine connection.

But after I sat there with them, it was my personal reflection time.

Most of our work together happened through screens - Teams calls, shared screens, digital problem‑solving. Seeing them in person reminded me how much they’ve shaped my own journey in these past two years as well.

Not just with the work they delivered.

But with the way they helped me grow.

Arda: Building Our Digital Hub (Summer 2024)

Arda was the one who helped us turn digital chaos into something organized and useful.

He built our Finance SharePoint hub from scratch - bringing order to scattered files, links, and documents. The system he created is still the place the whole team relies on.

He also helped us fight against the parked‑invoice issues and made our follow‑ups clearer and more structured.

But what impressed me most was his attitude:

• curious
• open
• willing to try without fear

Working with him pushed me to look at my own digital habits. I realized how easy it is to fall into routines - and how refreshing it is when someone younger shows you a simpler, better way.

Emre: Bringing the Spark of Automation and AI (2025–2026)

A year later, Emre joined with a different kind of energy - one driven by automation and AI.

He built the first version of our Tax Intelligence Monitor, created Python scripts that automated websearches, and explored new AI tools with zero hesitation.

Our conversations often became small learning exchanges.

Sometimes he taught me something new.

Sometimes I shared context from tax, treasury or something what we call soft-skill.

But the bigger lesson was this:

Staying up-to-date is not a one‑time task.

It’s a habit. A muscle. A mindset.

Why These Moments Matter

We talk about simplification and digital transformation as if it’s only about systems, dashboards, or technology.

But it really starts with people.

With fresh eyes. With honest questions. With energy that makes you rethink your “normal.”

Arda and Emre delivered great work.

But they also gave me something just as valuable:

I didn’t only share my know‑how with them, I learned from them too.

Their reverse mentoring - intentional or not - helped me stay up‑to‑date, stay open, and stay curious. They reminded me that progress doesn’t always come from big projects. Sometimes it comes from a simple conversation at the cafeteria table.

And for that, I’m grateful.

Lessons from a Long Walk: My Simple Hopes for 2026

December in Istanbul brings a cold wind that hits your face and a mind full of questions. Today - my birthday, as I walked from Caddebostan to Dalyan Park, I didn't feel the weight of my 42 years. Instead, I felt a quiet excitement for turning 43.

Often, those of us in the business world make the mistake of treating our lives like a "to-do list" or a "productivity project." This morning, I decided to step away from that role for a day and used one of my earned vacation days.

The Tiredness of Always Performing

When you start a new job or take on a big role, there is an unspoken fear: "You cannot make a mistake." It is officially announced that we are proud of our mistakes but do we? For the last few months, I have worked far too hard, trying to be perfect so that no one would feel my absence or the change in the role owner. But as I watched the waves hit the shore, I realized that working this hard is sometimes just a way to hide from ourselves.

We often talk about "well-being" like it is a luxury or a corporate buzzword. But I am learning that it is actually a basic need. It is the fuel that helps us keep going.

Listening to My Body

Being in your 40s is like a wake-up call. Your body starts to whisper—and sometimes shout—that it cannot go as fast as it used to. For a long time, I treated my health as something that would never run out. But looking at my recent check-up results, I saw that I haven't been taking care of my most important asset.

As we live longer, the "game" of life becomes a marathon, not a sprint. To finish well, we have to be smart about how we spend our energy.

A Small Legacy: What 2026 Means to Me

My plans for 2026 are not only about only health and money. I want to build a good future for my son, but the best thing I can give him isn't a bank account. It is the time we spend together - a Sunday morning by the pool or watching a sunset at a quiet hotel.

There is a beautiful saying: "We are not made of the things we own, but of the people we love." In the coming year, I want fewer "professional contacts" and more real friends. I want more depth and less noise. At the end of the day, what brings us home is the voice of the people who care about us.

A Final Thought

This post started as simple voice notes I took while walking. I am finishing it now after a quiet weekend away.

During that walk, I stopped for a Turkish coffee and sent a photo to my mentor to thank him for his help this year. He had told me before to stop listening to podcasts while walking and just be present. I told him I was only listening to music from SoundCloud (I found one of that Goldies during that walk - a song called Down by Flunk). He replied quickly: "Don't even listen to music. Just walk and think about the year you've had."

So, I walked in silence and looked back at my 2025. My lesson (apart from core business) for next year is simple: Do not skip the small breaks. The time you "waste" on the people and things you love is actually what makes you better at your job.

As I sit here on Sunday, I feel the urge to check my work emails to get ready for Monday. But I am telling myself: "No." 2026 should be about the quality of life, not the quantity of work.

Less Sweat, Better Passes: My New Game Plan at 43

I am looking at the photo I chose for this post - specifically at that Number 10 jersey. To a football fan, that number isn't just a digit on a shirt; it is a philosophy. It belongs to the playmaker. The genius who controls the chaos with a single smart touch rather than endless running. The player who doesn't chase the ball, but waits for the right moment to change the game.

As I sit here in the quiet of December 25th, waiting for my 43rd birthday, I realize I have been playing the wrong position.

For the last year—and perhaps the last decade—I have been the "box-to-box" midfielder. I have been the guy sprinting to cover every gap, putting out every fire, and exhausting myself to save the match. I wore the "savior" role like a badge of honor. But looking at that Number 10 jersey in the frame, I am reminded of a better way to play.

If I look at 2025, gratitude is the main theme. I am deeply thankful for my life in Istanbul and the family I have built since leaving Izmir. Yet, I must be honest: this has definitely been the hardest year of my career. It has been a year of constant speed, of trying to control everything, and endless lists of tasks to finish.

The "Number 10" Shift

So, my goal for 43 is simple: I want to play like a Number 10.

This doesn't mean being lazy. It means moving from busy to brilliant. It means having the calm confidence of a veteran who knows that running 15 kilometers in a match doesn't matter if you don't make the pass that leads to the goal.

I want this year to be defined not by the volume of tasks I finish, but by the value I create. I want to shift the story from "saving the day" to "changing the game." It is time to stop sweating over the small stuff and start seeing the whole field.

My goals remain high, of course. I want financial growth, driven by a very specific motivation: preparing my son, Okan, for his dream of university education in the US. This is a long journey, and I am sticking to the plan. But I will get there by being smarter, not just more tired.

Family Comes First!

Beyond career, health and money, I wish for a return to simplicity. I am tired of corporate buzzwords like "well-being." I mean something much simpler: I want to relearn the art of stopping.

I need to slow down mentally—to walk just to walk, without listening to a podcast; to clear the mental space to really connect with friends; to perhaps finally combine my interest in AI with my love for writing.

So, to my friends, colleagues, and family: Expect less running from me this year, but expect better passes.

Here is to playing the long game. Welcome to 43.

Wake-Up Call on Executive Burnout

Last Sunday night, I closed my laptop with a sense of accomplishment, having finished a reflective piece about realizing I wasn't Superman. I went to sleep peacefully, ready for the week.

By Monday morning, reality hit. A simple plan to drop my son at school and head to the office turned into a ninety-minute battle with Istanbul traffic. After squeezing in a workout and facing more gridlock, I made the executive decision to work from home on Tuesday.

Your thinking method is broken.' Sometimes it takes a hard truth from a mentor to realize that slowing down is the only way to speed up."

Tuesday felt deceptively productive. I was clearing my inbox at rapid speed, feeling on top of operations. In the middle of this "efficiency high," I was exchanging emails with my mentor regarding a business matter. Immediately after my last email, my phone rang. It was him.

His feedback was surgically precise and startling:

"Your thinking method is broken. You need to take leave immediately. Increase your daily walking and work in a bright environment where you can get sunlight."

I was stunned. He then calmly explained the deductive reasoning behind his conclusion based on our recent communications. I realized my fatigue was no longer just a physical feeling; it was leaking into my cognitive processes and external communication.

I took his advice as a directive. That evening, I skipped professional development podcasts. Instead, I put on some low-engagement music and walked by the coast, solely focused on cognitive disengagement.

The Ripple Effect of Radical Feedback

By Wednesday, his words still echoed. Every incoming email felt like another brick on a cognitive load I was struggling to prioritize. I knew I had to disrupt my patterns. Despite having my gym gear at the office, I opted to leave early and walk with my wife instead.

On Thursday, rather than driving to our corporate New Year's dinner on autopilot, I forced a routine change. I took public transport across continents—from Üsküdar to Beşiktaş by ferry—followed by a 45-minute walk along the Bosphorus. It was a necessary reset, forcing me to consider how I could engineer similar "pattern interrupts" into my weekends and year-end planning.

Designing a Sustainable Future

With my birthday and the approach of 2026 looming, facing the reality of burnout has triggered a deeper audit of my professional life. What needs to be eliminated? What needs to be integrated?

This past Saturday, I ran a pilot test. Halfway to the mall with my family, I realized I had left my phone in the car. I made a conscious choice not to turn back. I needed to sever the connection with my "electronic shackle."

As I write this on a Sunday afternoon, I am actively researching hotels with indoor pools for a solo weekend retreat—not just for a vacation, but for a strategic cognitive restart.

In discussing this recent wake-up call with peers and colleagues, I’ve noticed a troubling consensus: many of us are operating at an unsustainable pace. While knowing others share the struggle doesn't solve the problem, recognizing that we are not alone in this challenge is the first step toward collective resilience.

We aren't Superman. And perhaps, the most professional thing we can do is admit that and adjust our strategies accordingly.

I Remembered I Wasn't Superman

Heading to bed before 10 PM on this Sunday evening, laptop on my lap, and experiencing the justifiable pride of having "No Unread Mails"... Is this a luxury? I’m not sure, but I can’t describe how much I’ve missed this feeling.

Of course, this is somewhat the "calm before the storm." It isn't exactly a profound prediction to guess that work won't magically ease up by tomorrow morning; a mountain of emails, messages, and calls will inevitably rain down on me. But still, I need to experience the momentary peace of having gotten things on track, at least as of tonight.

In the past, at the end of very difficult days, I would wear my exhaustion like a badge of honor and say, "I earned every penny I made today right down to the last cent." Now, the intensity has increased so much that those "hard days" have given way to hard weeks, and even never-ending months.

"Excuses, Excuses..."

Recently, I was messaging my mentor regarding some additional analyses he recommended I do (I’m keeping his name private so he doesn't feel uncomfortable if he reads this, though calling him "my mentor" does sound cool). Overwhelmed by my current workload, I wrote to him saying I could "only do it at night."

His reply was short and sharp: "Excuses, excuses."

When I started listing my tasks to defend myself, he hit me with a sentence that felt like a wake-up call: "The loads you carry are actually the ones you placed on yourself. You need to remember you aren't Superman."

While I was trying to process this shock, a critique from my wife that same evening sealed the deal. When she questioned—with a slightly reproachful tone—why I was working on even irrelevant topics and why I was the one running to fix everything, I was forced to stop and think.

Stopping to Think: The Forgotten Action

Yes, "stopping to think"... It turns out this is the action I’ve skipped most amidst this hustle.

Reflecting on it, I realized that in my desire to be appreciated and to show high ownership in these corporate management processes, I took on more and more. As I tried to maintain the same quality in all my other tasks, this returned to me as overtime shifts stretching into the middle of the night.

The result? I couldn't pay enough attention to my family, and I started noticing health issues—small but whispering, "I'm here." The price was becoming heavier than I thought.

There are only a few days left in the year. I am still motivated to push through and complete this journey with the momentum of the approaching new year. But I’ve put the lesson I learned this week in my pocket: I am not Superman, and I don’t have to be.

I hope that in the new year, I can continue on a more balanced path without forgetting the lessons taught by these intense days.

For now, it’s time to enjoy "Zero Unread Mail"

A Story of Trust and AI: Betting on Potential

Today marks my 750th blog post in 18 years. Over the years, I’ve written about finance, fatherhood, and my highlights from the books. But milestone #750 feels different. It isn’t just about sharing a thought; it’s about sharing a moment where I watched the future of work happen right in front of me.

Last Monday, I presented to hundreds of colleagues during the AI & Automation: Real Stories & Real Impact Webcast. But the true driver of that day wasn't just code or digital tools—it was trust.

I want to take you behind the scenes of that day—not just to share the technical win, but to share a personal story of what happens when you combine Trust + AI.

Grounding Before the Growth

To be a leader who "creates space" for others, you first have to create space for yourself. My day didn't start with last-minute slide edits. It started early, in the quiet of the mosque. I went there to pray, to center myself, and to find focus. Innovation requires a clear mind, and that moment of stillness gave me the grounding I needed to support my team later in the day.

The Virtual Motivation 

By the time I reached the office for our rehearsal, I wasn't manic; I was ready. I hopped on a Microsoft Teams call with my co-speaker and intern, Osman Emre Yucel. Even though we were connecting through screens, the energy was high. I only told him: "We will do it!" 

Ready, Set, Go! - We will do it!

The Equation: Curiosity + Copilot > Experience 

We were there to present TIM (Tax Intelligence Monitor), a tool we built internally to automate the tracking of tax regulations. But the real story wasn't the tool; it was the method.

When Emre joined the team, I could have relied on my years of experience and micro-managed every step. Instead, I chose Trust. I defined the "what" (the tax complexity we faced with new product categories), but I gave him the space to own the "how."

This is where AI bridged the gap. I had the experience, but I was stuck in the old ways of working. Emre had the curiosity and tools like Microsoft Copilot. When you combine a leader’s trust with an intern’s AI-empowered curiosity, the hierarchy dissolves. The intern becomes the innovator.

Real Innovation is Messy (And Funny) 

Moving "beyond the hype" means admitting that AI isn't magic; it's an iterative process. During the webcast—which we delivered twice via MS Teams, once for the East and once for the West—we shared our "Fail Smart" moment.

I showed the audience how, in the early days, our AI tool kept flagging betting sites instead of tax regulations! We didn't hide this. We laughed about it. That transparency showed the audience that innovation is accessible. You don't need to be perfect; you just need to be persistent.

The Ripple Effect 

The most powerful moment wasn't our presentation; it was the interaction that followed in the chat. The questions and comments poured in. By the end of the day, we realized we hadn't just showcased a tax tool. We had handed over a blueprint.

We explained via the Q&A that the logic Emre built is a flexible asset. By simply adjusting the search parameters, a colleague in Supply Chain or Commercial can turn TIM into their own "Competitor Monitor" or "Regulatory Alert System."

That is the ultimate result of the Trust + AI equation: We didn't just build a solution for ourselves; we inspired a way of working that others can make their own.

Here is to the next 750 posts—and the innovations they will bring.

P.S. Remember how I said we started by accidentally tracking betting sites? Well, look at us now! I’m incredibly proud to share that TIM has officially been recognized and rewarded as a Continuous Improvement project. From "Fail Smart" to "Award Winner"—not bad for a tool built by an intern, right? 

Being Recognized - this means a lot!

Best invite of 2025

A Parking Ticket, a Bad Investment, and the Simple Truth About Growth

A few personal thoughts on my struggle with work stress, learning to say "no," and trying to find a simpler path.

Finally, after weeks, I've got my laptop (yes, the personal one) open, ready to dive into those long-delayed emails (Ozan Varol and Mark Manson, thank you for waiting!) and pour out the feelings that have been with me for a while. Looking out the window, an ache in my neck and a stiff back tell the story of my stress better than words ever could.

I'm in one of those familiar cycles again: working relentlessly (till midnights - YouTube videos is my best friend in the background), taking on every responsibility, struggling to say "no" (or perhaps, unable to say it at all), and finding myself shouldering all the burdens. Performance review season, critical projects, crucial audits – my life's priorities constantly revolve around work.

It's almost comical; last weekend, I even got a parking ticket because I prioritized the company's expenses, parking on the street instead of a paid lot to avoid creating extra cost with the benefit car. The irony? I ended up paying the fine myself.

The Holiday Hustle: A Battle Within

Today (Happy Republic Day!) is a public holiday, and I'm at home, locked in a fierce internal battle over whether to check my work emails. Yesterday was a half-day, and I managed to shut down my computer around 3 PM. My family and I headed to Kadıköy for Okan's tech shopping, followed by a delightful coffee break and dinner. On the way home, extending our drive through Moda, Caddebostan, and Bağdat Caddesi, one part of me urged, "Relax, disconnect from work." Yet, the other whispered, "What if something important happened? Just a quick glance."

Of course, the second voice won. Just as I settled into the couch, ready to watch YouTube, a critical meeting invitation from the auditors, with a demanding agenda, popped up in my inbox. For the entire hour-long video, my eyes were on the screen, but my mind was racing through everything I needed to prepare for that audit meeting. What happened next? The video ended, and I went straight to my room, working until past midnight. It's almost noon now, and I've been resisting checking my emails for about 12 hours. I occasionally check MS Teams messages, but surely, that doesn't break my "digital detox," right?

From Performance Objectives to Life's Lessons

This morning, while catching up on personal emails, my thoughts naturally drifted to performance objectives, especially with our annual performance review period upon us. I recently finalized and shared my yearly evaluations with my manager, hoping all this effort translates into tangible growth and development. This train of thought also sparked an idea: perhaps I should write a blog post on annual performance reviews for LinkedIn. I'm weighing whether I'll find the energy and if it might attract any negative feedback.

I've also realized lately that I'm using this blog almost like a therapy session (especially when I write in Turkish). Recently, in a meeting with the Dubai team (which I joined, again, because I couldn't say "no" to supporting them), a senior executive honored me by praising my blog at the start of the meeting. It became a great ice-breaker, and when people asked what I wrote about, I said "personal development and finance."

However, I'm well aware that I haven't written much about finance lately. That meeting reminded me of a financial lesson I'd wanted to share. While I used to write lengthy posts with screenshots, now a few sentences will do:

Last Monday, I was making a foreign currency investment. Unlike usual, I decided to compare exchange rates across banks. Akbank was my go-to, but Enpara offered a much more advantageous rate. I checked Enpara's website for fees, noting that recipient bank fees could vary, then looked at Enpara's own transaction fees. There was still a significant advantage. I completed the FX purchase and sent it to Akbank. Poof! A fee was deducted that made my "clever" maneuver pointless. A lesson learned, with a price tag attached.

Simplicity: The Ultimate Investment Strategy for Life

This experience wasn't just a financial lesson; it was a profound reminder: life should be simple, straightforward. To tie it back to finance, there's no need to overcomplicate investments, jumping from one asset to another trying to optimize every single penny. We've seen how well gold, often underestimated by many, has performed recently. Simply accumulating gold can outperform many other investment vehicles.

Consistency, solid assets, and a clear objective. That's the entire philosophy, and keeping it simple is the key. No need to make it complicated.

Now, if you'll excuse me, I'll go pursue my goal of reading a bit more... and perhaps finally achieving some genuine mental performance and growth outside of work.

Building Your Growth Passport

Your Growth Passport: Build, Reflect, Achieve.

I recently attended an inspiring presentation by Roxana Romanescu, Heat-Not-Burn Category Director in Philip Morris International Global Travel Retail, on building a meaningful Growth Passport—our Individual Development Plan (IDP). Her session emphasized that growth is intentional, supported, and measurable. Here are some key takeaways, now enriched with references to our own internal growth culture:

What Makes a Good Growth Passport?

1. Start with Reflection:
   Roxana encouraged us to step back and assess our current state—using feedback, reviewing past performance, and clarifying career aspirations. This mirrors the spirit of our recent internal event, DNA Talks: Feedback for Growth, where colleagues from across the organization gathered to discuss how constructive feedback fuels personal and professional development. 

2. Stay Focused:
   Don’t overload your plan. Select a few key areas that align with your personal and organizational goals—a principle echoed in our internal conversations about prioritizing growth areas for maximum impact.

3. Practice, Practice, Practice:
   Roxana highlighted the 70/20/10 approach: 70% on-the-job experience, 20% learning from others, 10% formal training. This practical model is also reflected in our internal learning initiatives, where peer learning and real-world application are highly valued. 

4. Set Realistic Timelines:
   Break actions into smaller steps with short deadlines to keep up momentum. This approach was discussed in our DNA Talks, where setting achievable milestones was identified as a key to sustaining growth. 

5. Lean on Your Growth Network:
   Engage your manager, peers, mentors, and coaches for support and fresh perspectives. Our internal event reinforced the importance of building a feedback-rich environment, where everyone is encouraged to support each other’s development. Here you may find more about Roxana's perspective on the workplace friendships: How work friendships can boost professional and personal development | PMI - Philip Morris International

6. It’s all about Behavior, Knowledge, Skills & Mindset!

   
   
   
   

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It’s Time for Your Travel Souvenir…

Roxana also introduced a practical framework for crafting your IDP using prompts like:

• Guide me in building my IDP.
• Help me select a focus area by asking relevant questions.
• Ensure I have all the information needed regarding strengths and development areas.
• Define my current role and key capabilities.
• Identify the next role I aspire to and the capabilities needed for that step.

This mirrors the collaborative spirit of our internal growth discussions, where sharing experiences and asking the right questions are seen as essential to building effective development plans. 

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Refine Your Prompt: Build Your IDP with Purpose

Let’s create an IDP focusing on three core areas:

• Set SMART Objectives: Specific, Measurable, Achievable, Relevant, Time-bound.
• Develop Skills Weekly: Incorporate the 70/20/10 model.
• Track Measurable Outcomes: Examples include leading meetings, mentoring others, or contributing to strategic projects.

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Final Thought

Roxana Romanescu’s presentation, combined with our organization’s ongoing commitment to feedback and growth, is a timely reminder that development is a shared journey. Whether you’re just starting your IDP or refining it, these principles—supported by both external expertise and our internal culture—can help you grow with confidence and clarity.

For more about the event that Roxana presented:

Volkan Yorulmaz: Unlearning, Multiplying, and Growing: Leadership Lessons from PMI’s Global Travel Retail Conference

Volkan Yorulmaz: Brutal Truth, Simple Rules: What Toni Nadal Teaches Us About Growth, Development, and Feedback

Unlearning, Multiplying, and Growing: Leadership Lessons from PMI’s Global Travel Retail Conference

PMI Global Travel Retail Conference 2025 – Bold ideas, shared growth.

This September in sunny Barcelona, Philip Morris International’s Global Travel Retail (GTR) Conference brought together some of the most inspiring and forward-thinking leaders from across the organisation. The energy in the room was exciting as Beste Ermaner, Vassilis Gkatzelis, and Ilaria Gregotti shared powerful stories, honest reflections, and bold ideas that left a lasting impression on everyone listening.

Beste Ermaner: The Courage to Unlearn

Beste’s keynote was a masterclass in vulnerability and transformation. Returning from Russia to lead Smoke Free Products, Beste candidly shared how past successes became blind spots in a new context. Her journey of unlearning—letting go of familiar recipes and embracing new paradigms like B2C, digital experiences, and call centres—was not just professional, but personal.

A moment with Beste Ermaner – Unlearning, growing, connecting.

She reminded us that growth begins with kindness to oneself, especially when facing failure. Her story of three reorganisations in 18 months and the unintended creation of silos was a powerful lesson in humility and the importance of zooming out to see the bigger picture. Her call to treat feedback as a gift and to shift our mindset towards openness and collective improvement was a direct message for all leaders.

“We need a pledge to not take feedback personally, but to see it as an opportunity to get better, more connected, and more successful.”

Vassilis Gkatzelis: The Power of Multiplication

Vassilis brought a strategic lens to the conversation, describing GTR as a “Multiplier”—a force that amplifies impact across consumers, partners, and people. From doubling multi-category markets to quadrupling ZYN volumes, GTR’s performance is not just impressive—it’s exponential.

He highlighted how GTR creates win-win scenarios with partners, drives global talent development, and opens white spaces in markets like India and the US. His storytelling—especially the tale of Hamza the food truck owner—was a brilliant example of simplifying complex business challenges through relatable narratives.

“Communication is my constant evolution. With simple stories, people understand the message in a much simpler way.”

Vassilis also shared his own mistakes, particularly around communication gaps across cultures and functions. His humility and humour made his message all the more powerful: keep learning, keep adapting, and keep multiplying.

Beste Ermaner, Vassilis Gkatzelis, Ilaria Gregotti, and Mami Sakamaki – A powerful chorus for growth.

Ilaria Gregotti: Growth as a Shared Journey

Joining from Tokyo, Ilaria framed growth as the living expression of PMI’s DNA. She emphasised that personal growth fuels business growth, and vice versa. Her message was clear: we must move beyond the binary of success and failure, and instead embrace learning as a continuous journey.

“Growth is not just about the next position—it’s about the skills and experiences we need to develop to progress.”

Ilaria’s call to shift our mindset from “pass or fail” to “what have I learned?” was a timely reminder that transformation starts with each of us. Her perspective as Regional VP of People and Culture added depth to the conversation, reinforcing that growth is a collective responsibility.

Final Thoughts

This open forum was more than a conference—it was a moment of reflection, connection, and inspiration. Beste taught us to unlearn and be kind to ourselves. Vassilis showed us how to multiply impact through clarity and storytelling. Ilaria reminded us that growth is a shared journey, rooted in learning and self-awareness.

Together, their voices form a powerful chorus for the future of PMI: one that is humble, bold, and relentlessly focused on growth.

Related Insight: Toni’s Keynote on Brutal Truth & Simple Rules

During the same conference, I also had the chance to attend another standout session:

Volkan Yorulmaz: Brutal Truth, Simple Rules: What Toni Nadal Teaches Us About Growth, Development, and Feedback

This keynote offered a refreshing take on leadership clarity, decision-making, and the power of simplicity—perfectly complementing the themes of growth, unlearning, and communication shared by Beste, Vassilis, and Ilaria.

If you haven’t read it yet, I highly recommend checking it out for a deeper dive into the mindset shifts shaping PMI’s leadership culture.

Brutal Truth, Simple Rules: What Toni Nadal Teaches Us About Growth, Development, and Feedback

Last week, I attended the Philip Morris International's Global Travel Retail Conference in Barcelona, where industry leaders and colleagues gathered to share insights on growth, leadership, and transformation. One of the highlights of the event was listening to Toni Nadal, renowned tennis coach and uncle of Rafael Nadal, deliver a keynote speech on the principles that shaped one of the greatest athletes of our time. Toni’s reflections on coaching, improvement, and feedback resonated deeply with me and inspired this blog.

Toni Nadal delivers his keynote at the PMI Global Travel Retail Conference in Barcelona with inspiring videos — on truth, character, and the daily work of improvement

There’s a moment in Toni Nadal’s story that lands like a forehand winner. Minutes before Rafael Nadal plays Roger Federer in Monte‑Carlo, Rafa asks his uncle and coach, “What do you think about today’s match?” Toni doesn’t reach for a motivational line. He tells the truth: Federer’s forehand is better, his backhand is better, his volleys are better. Then he adds the only thing that matters: now we can prepare the strategy to beat him, but we have to know the truth first.

That sentence could be the operating system for growth. In sport and in business, outcomes are noisy and full of variables you don’t control—market shifts, competitors, regulation, the occasional “Djokovic.” Improvement is the one goal you do own. Toni’s philosophy reduces the complex to the essential: tell the truth, choose the price, and train your character. Everything else is commentary.

From strategy to execution, sessions emphasized controllable inputs, candid feedback, and resilience under pressure—principles echoed throughout the keynote.

Make improvement the goal you own

Toni never set “be No. 1” as the real challenge. Rankings and trophies depend on forces outside your control. Improvement does not. In tennis, the fastest path to beating opponents is first to beat yesterday’s version of yourself. In business terms, convert outcome targets into controllable input commitments: quality and frequency of customer interactions, error‑free close percentage, on‑time filings, decision cycle time, scenario rigor. When inputs compound, outcomes follow. For every KPI, write the one behaviour you will do daily that makes it more likely. Track the behaviour, not just the number.

Feedback that builds: truth over comfort

Relentless positivity often feeds self‑deception, not confidence. Growth demands a clear view of weaknesses and the courage to name them. With Rafa, Toni always said the hard thing because clarity is kindness when performance matters. Practical moves: institute a weekly 15‑minute “truth ritual” where each person names one behaviour that helped and one that hurt outcomes, followed immediately by next actions. Pair high standards with high regard. Toughness without care breeds fear; care without standards breeds mediocrity.

Choose the price—and pay it

When a young top‑30 pro asked how to become No. 1, Toni replied: tell me the price you’re willing to pay. Talent sets your starting line; price paid determines your trajectory.

For teams, make the price explicit in projects. Agree in advance what you will trade—comfort, meetings, scope—for what you will gain—speed, quality, customer trust. Put it in writing and revisit weekly.

Strategy requires unblinking realism

The Monte‑Carlo story isn’t negativity; it’s situational awareness. Strategy built on flattery fails at contact. Acknowledge relative strengths honestly, then design a plan that exploits reality. And when the opponent upgrades their backhand, update the plan or lose 6–3, 6–0.

Two tools help: run a premortem (“It’s 12 months later and our initiative failed—what happened?”) and track relative advantages, not just absolute performance.

Win today, plan for tomorrow

After Rafa’s first Roland‑Garros title at 19, Toni wrote a list of everything Rafa didn’t do well. One victory guarantees nothing. Probabilistic humility keeps you hungry.

Use a simple cold list within 24 hours of any big win: three things that worked despite us, and three we must fix before variance bites back. Celebrate and sharpen.

Don’t complicate the essentials

We love data and specialists, but when everything matters, the essentials get crowded out. Toni’s three data points for Rafa were almost childlike: hit the ball as hard as possible; put it where the opponent isn’t; above all, keep it in. The fourth rule tied it together: hit every ball as well as possible every day, not only in finals.

Your version: define three non‑negotiables for your team (for example, close the books clean, challenge assumptions early, communicate decisions the same day). Measure them simply and publicly. Everything else is support, not the show.

Character is trained in the storm

Toni deliberately created friction—bad balls, bad courts, missing water—so Rafa learned to perform under discomfort. Attitude decides matches more often than technique.

Design good friction at work. Run constraint drills with tighter budgets, fewer slides, or smaller teams. Run noise drills by presenting under time pressure or with incomplete information. Practice recovery drills: after a setback, use a two‑minute reset—name the miss, state the next best action, execute. Build resilience with bounded stress; purposeful pressure grows people, chronic unbounded stress breaks them.

Keep brains alert: success ages quickly

When Rafa won Spain’s U‑12, Toni pulled the list of the last 25 champions. Only a handful became stars. The point wasn’t pessimism; it was context. A win today is a maybe tomorrow unless you keep improving. Treat success as information, not identity. Ask: what would have to be true to earn this result again against a better opponent and a tougher market?

Simple rules, big outcomes: keep the ball in, place it where the opponent isn’t, and hit every shot as well as possible—every day

A simple framework you can implement Monday: IMPROVE

I — Identify the controllable. Translate outcomes into daily inputs.
M — Map the truth. One strength and one weakness per person or process.
P — Price the climb. Write what you will trade for progress.
R — Run the plan. Execute against reality, not wishful thinking.
O — Operate with essentials. Three non‑negotiables; everything else supports.
V — Versus yesterday. Benchmark against your last best, weekly.
E — Endure by design. Add safe constraints that build resilience.

How this scales to Finance and Global Travel Retail

Treasury discipline: treat liquidity and FX exposure like “keep the ball in.” Reliability scores more than flash.

Tax and compliance: improvement equals fewer surprises, faster clarifications, tighter documentation. Celebrate zero‑drama closings.

Commercial rhythm: replace vanity metrics with movement metrics such as time to decision, time to customer answer, and time to corrective action.

Culture: adopt the visible pairing of high standards and high regard. Make it explicit that tough feedback is given for the person, not at the person.

Closing Remarks

Toni Nadal’s philosophy is a timely reminder that growth is not about chasing perfection, but about embracing the honest, sometimes uncomfortable, process of improvement. Whether on the tennis court or in the boardroom, the fundamentals remain the same: tell the truth, focus on what you can control, and build resilience through adversity.

As leaders and teams, our challenge is to create environments where feedback is valued, standards are high, and every success is treated as a stepping stone rather than a finish line. By simplifying the complex and prioritising character over comfort, we set ourselves—and those we lead—on a path to sustainable excellence.

Let’s take these lessons forward, not just as inspiration, but as a practical framework for how we work, lead, and grow together. What is your version of hitting the ball as well as possible, every day?

Bonus: If you want to dig into the other key take-aways from the PMI GTR's Global Conference in Barcelona, you should read this: Volkan Yorulmaz: Unlearning, Multiplying, and Growing: Leadership Lessons from PMI’s Global Travel Retail Conference

Recharged with Inspiration: Lessons from a Short Break

Today marks the 27th anniversary of my father's passing—a moment that always brings reflection. It also coincides with the end of my 2025 summer break. While I’m not someone who fully disconnects during holidays, I deeply respect those who do. Protecting one’s well-being and making time for loved ones is something I admire and support.

This summer was particularly challenging due to health issues within the family. Yet, I’m grateful to have carved out five days in my favourite coastal retreat—Teos, Seferihisar. Here, I return to routines that ground me: early morning walks, sunbathing, swimming, and most importantly, reflection.

Morning Walks & Mindful Listening

One of my routines is walking before breakfast while listening to podcasts. On the first working day of my vacation, I tuned into Bumuyani – Episode 203: Zehirli Dayanıklılık (“Toxic Resilience”). For those unfamiliar, toxic resilience refers to the tendency to overextend oneself in the name of dedication and loyalty—often at the cost of personal boundaries.

Listening to this episode made me realise how often I stay “always connected,” expecting the same level of responsiveness from colleagues. But through reflection and a meaningful conversation with a close friend, I’ve come to appreciate the importance of empathy—especially towards those who protect their time and energy with intention. Going forward, I aim to honour these boundaries more consciously and understand the drivers of those colleagues.

Summer Reading: Trust & Inspire

My summer read was Trust & Inspire by Stephen M. R. Covey. I’ve read over 200 pages so far, and it’s been transformative. Trust was a key theme I wanted to develop this year, especially as part of the PMI DNA. (Our PMI DNA—We Care, We are Better Together, We are Game Changers—defines how we work, lead, and engage with each other every day. For more: Culture & Diversity at PMI | PMI - Philip Morris International) One quote stood out:

“The very first job of a leader is to inspire trust. The second job is to extend it.”

Not trusting is a lonely, stressful, and joyless way to live. This book reminded me that leadership is not just about control—it’s about connection. I’ll continue dedicating time to reading and writing, and I welcome any book recommendations that support personal growth.

The Gift of Family Time

Of course, no summer is complete without family. During the hustle of back-to-back meetings and endless emails, it’s hard to find quality time. But on vacation, I can be fully present—and that’s the true gift. I’ll close with a family photo from the summer of 2025, a reminder of what truly matters.

#Leadership #PersonalDevelopment #TrustAndInspire #Resilience #Empathy #WorkLifeBalance #VacationReflection #MindfulLeadership #TeosSeferihisar #Summer2025 #GrowthMindset #SelfAwareness #EmotionalIntelligence #ToxicResilience #Inspiration #ProfessionalGrowth #ManagerLife #TreasuryAndTax #PMIDNA #ReflectionTime #PurposeDriven #BusinessLeadership #AuthenticLeadership #LinkedInBlog #CareerJourney #SelfImprovement #LeadershipJourney #TeamCulture #WorkplaceWellbeing #HumanCentredLeadership #EmpoweredTeams #LeadWithTrust

12 Years at Philip Morris International: A Journey of Purpose, Progress, and People

This August marks a personal and professional milestone — 12 years at Philip Morris International. It’s a moment that invites reflection, gratitude, and a renewed sense of purpose.

When LinkedIn reminded me of this anniversary, I didn’t expect the wave of support that followed. Over 75 colleagues, peers, and friends took a moment to react, comment, and share kind words. Among them was a message from Edvinas Katilius, VP Global Business Solutions at PMI:

“Congratulations Volkan! It is a real pleasure working together.”

To which I replied:

“Thank you so much Edvinas for the nice message! It truly means a lot and I appreciate the opportunity to work alongside you. Your support and leadership make a real difference — looking forward to many more milestones together!”

These interactions are more than digital gestures — they’re reminders of the relationships, trust, and shared ambition that define our work culture.

Over the past 12 years, I’ve had the privilege of growing through diverse roles, culminating in my current position as Manager, Treasury & Tax. Each chapter has brought new challenges — from navigating regulatory shifts to driving financial transformation — and each has been an opportunity to learn, lead, and contribute to PMI’s bold vision of a smoke-free future.

What makes this journey meaningful isn’t just the milestones — it’s the people. The mentors who guided me, the teams who inspired me, and the leaders who empowered me. To all of you: thank you.

As I look ahead, I remain energised by the road still to come. The transformation we’re driving at PMI is historic, and I’m proud to be part of it.

Here’s to the next chapter — and to continuing to grow, challenge, and inspire.

#12YearsAtPMI #WorkAnniversary #Leadership #TreasuryAndTax #PhilipMorrisInternational #Gratitude #CareerJourney