TEDxMolos Women 2024 is set to explore leadership in a new light, focusing on the theme, “Soft Power: New Era of Leadership.” As women across the globe continue to break barriers in their personal and professional lives, this event seeks to highlight a leadership style often overlooked but profoundly impactful — one rooted in empathy, influence, and collaboration.
We’re thrilled to speak with Gala Grigoreva, a dynamic leader and Chief Marketing Officer at Adsterra, who not only plays a pivotal role in her organization but is also at the forefront of organizing this significant event.
Gala shares insights into the inspiration behind this year’s theme, the role of soft power in women-led leadership, and what attendees can expect from TEDxMolos Women 2024. Let’s dive into her vision and the powerful message she hopes to spread.
The inspiration behind the definition
What inspired the theme for this year’s TEDxMolos Women, “Soft Power: New Era of Leadership”?
As the community leader of Women in Tech Cyprus, I’ve often engaged in discussions about leadership challenges, unequal opportunities for advancement, and the struggles of breaking barriers at our Women in Tech meetups and beyond. TEDxMolos Women is yet another amazing initiative to empower women — this time by highlighting inspiring examples of female-led leadership.
So, our TEDx theme stemmed from a desire to rethink leadership and show a different approach, one that many women naturally apply — leading with empathy, collaboration, and influence instead of dominance. However, soft power isn’t inherently tied to any gender and is accessible to everyone. It’s a matter of personal choice.
How do you define “soft power” in the context of women’s leadership?
In this context, “soft power” means leading by connecting with others, showing empathy, and using influence rather than force. It’s about inspiring change by working together, building trust, and creating spaces where people feel supported and can grow. Women often shine in this type of leadership because it comes naturally to them.
The event
As the curator of this event, what are the key takeaways you hope the audience will leave with after attending TEDxMolos Women 2024?
I hope the audience leaves feeling reassured that being a leader doesn’t require being tough, uncompromising, or overly assertive. We want to give them a deeper appreciation for the strength of “soft power.” I’d like them to walk away inspired or, at the very least, reflecting on the ideas they’ve heard.
Why do you believe it is important to focus on women-led leadership and the concept of soft power in today’s global environment?
Current global challenges — political, environmental, economic, and social — have revealed the limits of leadership driven by power, manipulation, ultimatums, and control. Women, often leading with emotional intelligence, inclusivity, and a long-term vision, appear better equipped to navigate these complexities. Their leadership isn’t about authority or rigid principles but about fostering cooperation, understanding diverse perspectives, and driving sustainable progress. Such leaders don’t suppress but empower others to adopt a growth mindset by creating environments that encourage mistakes, self-improvement, and autonomy.
Could you share more about the selection process for the six speakers? What criteria did you focus on when choosing them?
Through our open-for-all speakership application process on tedxmolos.com, we carefully selected speakers who genuinely embody the principles of soft power in both their professional and personal lives. We focused on individuals with compelling stories, those who challenge the status quo, and whose activity fosters a more inclusive and compassionate world. Authenticity, transformation and the significant impact of their efforts were key factors in our selection process.
What role does the venue play? Is there a specific significance behind the choice of this location?
Plevsis Hall, the venue for TEDxMolos Women, truly embodies the essence of our event — open, inviting, and perfect for fostering connection. We chose this space carefully to align with the TEDx values. The name “Molos,” which means “pier” or “jetty” in Greek, refers to the waterfront promenade in Limassol, where both locals and visitors come together. It symbolizes a bridge between land and sea, and by extension, between people and cultures. Situated at the start of Molos, the venue beautifully represents the blend of tradition and modernity, making it a fitting metaphor for our goal of bringing diverse perspectives together. As a cultural crossroads, Cyprus welcomes people from all backgrounds, and this location reflects the spirit of connection and collaboration we aim to promote at the event.
TEDx events are about spreading ideas and inspiring action. What kind of impact do you hope this year’s TEDxMolos Women will have on the Limassol community and beyond?
We hope this event will spark new conversations around leadership and empower more women in our community to embrace their soft power. Ideally, the impact will extend beyond Limassol, inspiring individuals everywhere to lead with empathy, integrity, and vision.
A personal initiative
What challenges have you faced in organizing this year’s event, and how have you overcome them?
One challenge has been balancing diverse perspectives while staying true to our theme. We addressed this by maintaining open communication with the team and keeping a clear focus on our core message: leadership through applying “soft power”.
TEDxMolos Women is a non-profit event. Could you share more about the voluntary efforts involved in organizing it? How has the local community contributed?
TEDxMolos Women is a non-profit event and a personal initiative of mine, where I organize two TEDx events annually — TEDxMolos in March and TEDxMolos Women in September.
I created a website https://tedxolos.com making it possible for volunteers, speakers, and sponsors to apply, and with a LinkedIn callout, I built a diverse team of five passionate people. Organizing these events feels like a second full-time job, though not paid. We’ll introduce our team on social media soon, and I’m proud of the community spirit we’ve built.
Since ticket sales can’t cover all costs, and I want to keep the event affordable, sponsorships have been key. This has allowed us to address the needs of our first event and even arrange special gifts for attendees. While Adsterra, my employer, is a sponsor, I’ve ensured the event isn’t centered on one company. With support from Capsbold, bbf, Mayflower, and more, we’ve made significant improvements from the last event.
Our media partners, including The Future, have also played a vital role in spreading the word. Seeing everything come perfectly together is a reminder that networking and collaboration, which I’m keen on, is truly the foundation of change.
Could you share a moment from past TEDxMolos Women events that have had a lasting impact on you?
TEDxMolos Women is happening for the first time, but one moment that really stood out from TEDxMolos in March was watching the audience deeply moved by a speaker’s personal story of overcoming adversity. It was a powerful reminder of how vulnerability and authenticity can be true strengths, and how sharing our stories can inspire and create change in others.
And for the future…
Looking ahead, how do you see TEDxMolos Women evolving in the coming years? Are there any plans for expanding the event or focusing on new topics?
Looking ahead, we don’t plan on expanding the event into something large-scale, but rather, we will continue this chamber-style format to keep it personal and impactful. We will be focusing primarily on local talent rather than international guests as we aim to discover and feature local gems, which not only enrich the community but also help it grow in a meaningful way, beyond just entertainment. Our goal is to explore themes that address changing societal challenges and to bring in more voices and perspectives in the years to come.
As an organizer, what do TEDxMolos Women mean to you personally? How has your involvement with the event shaped your perspective on leadership and women’s roles in society?
What I’m doing with TEDxMolos Women is a natural extension of my passion for building community and empowering women. It’s something I’ve been deeply involved in for several years, first as a mentor with Women in Tech Global, and now leading Women in Tech Cyprus with my partner, the Cyprus chapter’s director Tanya Romanyukha.
The theme of soft power comes directly from my vision of leadership. Early in my career, I tried to adopt more masculine traits to make my way, but I quickly realized that competing with men — or anyone, for that matter — wasn’t the answer. I’ve embraced who I truly am and lead with my values, creating a unique atmosphere in everything I do. For me, it’s about integrity and living in alignment with universal values, rather than just chasing goals or some idea of “success.”
I’ve also seen many women struggle with the pressure to meet certain leadership expectations. There’s this idea that you need to be tough to be taken seriously, but that’s simply not true. Real leadership is about connection, not fitting into someone else’s mold.
