Valentina Drofa
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Articles by Valentina Drofa
Forbes JAPAN 公式サイト（フォーブス ジャパン）
トップ ビジネス 経営・戦略 グローバル展開の真の課題は「市場参入」ではなく「信頼の獲得」だ Google検索でForbes JAPANを見つけやすく ほぼすべてのビジネスリーダーは、新しい市場への進出を企業の成長における大きな節目と見なしている。それは事実である一方で、ある意味でのリセットでもある。 企業が犯す最大の過ちの一つは、このような規模拡大を単なる地理的な違いの問題として扱うことだ。一つの市場で成功を収めたからといって、最小限の努力で自動的に別の市場でも成功できると考えがちだが、現実にはそれよりもはるかに困難である。 既存のビジネスを単に新しい場所に「拡張」するだけでは不十分だ。自社のことをまだ聞いたことさえないかもしれない全く新しい市場と、ゼロから新たな関係を開始するのだと理解しなければならない。また、その市場には独自のニーズが存在し、それを満たすことが求められる。...
The Real Challenge Of Global Expansion Isn't Entering A Market, But Earning It
Valentina Drofa is Founder and CEO at Drofa Comms, a PR firm for eminent finance and fintech brands. Just about any business leader considers expansion into a new market as a prominent milestone in a company’s growth. And while there is truth to that, it’s also a reset, in a way. One of the biggest mistakes I’ve seen companies make is treating this kind of scaling as simply a matter of geographic difference.
AIは評判を「作れない」 ただ映し出すだけだ | Forbes JAPAN 公式サイト（フォーブス ジャパン）
デジタル時代の到来以来、企業はオンラインでの認知度を高める方法を理解するために、長い年月と途方もない額の資金を費やしてきた。最初はウェブサイト、次に検索エンジン最適化（SEO）、そしてソーシャルメディア——過去のデータによれば、2024年だけでも全チャネルにわたる世界の広告支出は1兆米ドルを超えたという。 現在、AIがますます進化するなかで、この分野はさらなる転換期を迎えている。ChatGPTやGemini、Googleの「AIによる概要（AI Overviews）」などのAIシステムは、人々が企業を見つける方法にますます大きな影響を与えており、多くの企業はこれらを、攻略すべき新たなマーケティングチャネルとして捉えている。 かつては、例えば自社のスポークスパーソンをテレビの生放送に出演させることなどに焦点が当てられていたが、今日では、新たな「必須事項」が登場している。そのため、企業は現在、「どうすればChatGPTに推薦してもらえるか？」や「AIの回答で上位に表示されるにはどうすればよいか？」といった新たな問いを投げかけている。...
AI Can't Create Your Reputation—It Can Only Reflect It
Valentina Drofa is Founder and CEO at Drofa Comms, a PR firm for eminent finance and fintech brands. Since the advent of the digital age, businesses have spent years and a ludicrous amount of money trying to understand how to improve their visibility online.
Forbes JAPAN 公式サイト（フォーブス ジャパン）
長らく、創業者の露出は任意のものだと考えられてきた。企業の「顔」は表舞台に立たず、製品に語らせておけばよい、というわけだ。残念ながら、この考えはもはや通用しないにもかかわらず、今日でも根強く残っている。 特に金融市場においては、厳格なプライバシールールを維持することが慣例となっているため、このようなケースを頻繁に目にする。こうした企業にとって沈黙は自然なことだが、今ではそれが不利益になっている。 創業者の評判は、製品、コンプライアンスプロセス、提携関係と同じように、事業インフラの確固たる一部になった。今日、顧客は公の場での存在感を積極的に求めている。投資家や規制当局も同様である。 人々が創業者について見つける情報は、多くの場合、その企業全体を信頼する気になるかどうかを左右する。 創業者の可視性は「有名になること」ではない...
Founder Reputation Is A Business Asset—Learn To Leverage It
Valentina Drofa is Founder and CEO at Drofa Comms, a PR firm for eminent finance and fintech brands. For a long time, there existed a belief that founder visibility is optional. Those company faces could stay in the background and let the product do most of the talking. Unfortunately, that belief persists even today, despite the fact that it’s not a viable stance to take anymore.
Everyone is now an AI company. But here’s the real challenge
oddlyhorrifying Angela Lipps, a grandmother from Tennessee, spent nearly six months in jail after an AI facial recognition system wrongly identified her as a suspect in a bank fraud investigation in North Dakota. The mistake led to an armed arrest in front of her grandchildren, even though she had never been to the state. Investigators relied too heavily on the AI match and failed to properly verify the evidence before seeking her arrest.
Everyone is now an AI company. But here's the real challenge
Valentina Drofa The “AI” label no longer makes companies special. In today's world, that is a fact that needs to be accepted. Even just a year ago, if a business simply mentioned being “AI-powered” it was enough to immediately gather attention and appear innovative. Investors quickly grew excited, and media outlets were quick to pick up the next “hot story.” Of course, that didn't always mean that there was truth to such statements.
Everyone is now an AI company. But here’s the real challenge
Language 3 hours ago Think someone is lying to you? A veteran detective says never call them out—do this instead Fast Company - BY Inc. • 3h Angry accusations and body language tells don’t work. If you think someone is lying to you, try this law enforcement-approved approach instead. On paper, the candidate seems wonderful, and when you bring them in for an interview, things go great … at first.
Forbes JAPAN 公式サイト（フォーブス ジャパン）
ヴァレンティーナ・ドロファ氏は、著名な金融・フィンテックブランド向けPR会社Drofa Commsの創業者兼CEOである。 ほぼ毎週のように、また別の企業が人員削減を行っているというニュースを耳にする。2025年には米国のテクノロジー業界だけで約12万7000人が解雇された。また、企業がAIを優先してこれらの人材を置き換えているという見出しも目にする。この物語は、人々が10年以上にわたって恐れてきたことに正確に傾いているように見える。つまり、機械が人間に取って代わるということだ。 これは一連の疑問を提起する。AIは実際にどこで完全に自動化できるのか、そして人間の判断がまだ必要なのはどこなのか。状況そのものが急速かつ根本的に変化している中で、リーダーは採用とチームリーダーシップについてどのように考えるべきなのか。少なくとも現時点では、これらの質問に対する明確な答えはないと私は考えている。...
Why Smart Companies Are Still Hiring In The Age Of AI
Valentina Drofa is Founder and CEO at Drofa Comms, a PR firm for eminent finance and fintech brands. It seems like almost every week, we hear about another company downsizing its workforce: 2025 had roughly 127,000 workers laid off in the U.S. tech sector alone. We also see headlines about companies replacing those people in favor of AI. The narrative appears to be leaning toward precisely the thing that people have feared for over a decade now: that machines are going to replace people.
How Can Crypto Move Beyond the ‘Wild West’ Image in 2026
HodlX Guest Post Let’s start this off with a bit of honest reflection. While crypto has never suffered from a shortage of attention, it has consistently and stubbornly struggled with trust for years. By 2026, this is already a multi-billion-dollar market, expected to grow and become at least twice as large in the next four to five years or so.
Women are Joining Finance in Numbers, Yet Leadership Still Remains Out of Reach
By Valentina Drofa Women may be entering finance in growing numbers, yet many still leave before reaching senior leadership positions. Despite visible progress, structural barriers still linger. This article explores why the gender gap persists, and what companies, regulators, and industry leaders can do to ensure talented women reach the top. Over the past decade, the financial sector has made visible progress toward gender diversity.
Women Are Entering Finance — But Still Exiting Before the Top - Women's History Month
By Valentina Drofa, Founder and CEO at Drofa Comms. She is a financial market consultant, international entrepreneur, and business leader with over 15 years of experience. The intelligence layer for fintech professionals who think for themselves. Primary source intelligence. Original analysis. Contributed pieces from the people defining the industry. Trusted by professionals at JP Morgan, Coinbase, BlackRock, Klarna and more.
Forbes JAPAN 公式サイト（フォーブス ジャパン）
今日のフィンテック市場は混み合っており、競合の中で目立つには、ただ声を大きくすることや、より「ユニーク」なプロダクトを持つこと以上のものが必要だ。長期的に見て企業を真に差別化するのは、社内の強靭性である。すなわち、価値観と目標の明確さ、そして前者を後者の実現に向けてどれだけ一貫して適用できるかだ。 市場に記憶され、信頼されたいなら、スローガンだけでは足りない。人々が本当に注目するのは行動である。企業がどう採用するか、顧客をどう扱うか、難しい意思決定や市場環境に際して何をするか。こうしたすべてが、ビジネスとその運営の一部を成す構成要素であり、日々、そして年々積み重なっていく。 これらの行動が明確な社内コンパスに導かれていれば、真に模倣できない独自性を生み出せる。そして、その独自性こそが本物の信頼を築く。 ビジネスのための社内コンパスを定める 長い間、私自身もその重要性を過小評価していた。価値観は抽象的で、最終的には二次的なものに感じられた。目先のビジネス課題が片付いた「後で」考えればよい、と。...
Creating A Company Fingerprint: How Consistent Decisions Make You Distinct
Valentina Drofa, Founder and CEO at Drofa Comms, a PR firm for eminent finance and fintech brands. With how crowded the fintech market has become today, standing out amidst competitors requires more than just being louder or having a more “unique” product. In the long run, what truly sets companies apart is how internally resilient they are. It's about the clarity of their values and goals and how consistently the former are applied to seek the latter.
ブランド構築の新常識——コミュニティと対話が生む競争優位性 | Forbes JAPAN 公式サイト（フォーブス ジャパン）
ヴァレンティーナ・ドロファ氏は、著名な金融・フィンテックブランド向けPR企業Drofa Commsの共同創業者兼CEOである。 私はこれまで何度もこの点を指摘してきたが、2025年の終わりが近づいている今、改めて述べる必要性を感じている。 長年にわたり、多くの企業はコミュニケーションを消防署のように扱ってきた。つまり、問題が発生したときにのみ呼び出すものとして。しかし、その論理はもはや通用しない。今日、企業は顧客、投資家、さらには自社チームからも常に評価されている。沈黙は安全を意味せず、一貫性のないメッセージングは悪いニュースよりも悪い結果を招く可能性がある。 意味のあるコミュニケーションは今や、成功企業の中核的な指標となった。それは戦略とレピュテーション・レジリエンス（評判の回復力）の通貨となり、企業はそれをアクセサリーや後付けとしてではなく、他のすべてを支える基盤として扱うべきである。 消火活動から戦略的コミュニケーションへの移行...
Communication Is The New Currency Of Business Strategy
Valentina Drofa, Cofounder and CEO at Drofa Comms, a PR firm for eminent finance and fintech brands. I’ve raised this point many times before, and now that we're nearing the end of 2025, I feel the need to do so again. For years, many companies treated communications like a fire department: something to call only when trouble appeared. But that logic no longer works. Today, companies are judged constantly by clients, investors and even their own teams.
Forbes JAPAN 公式サイト（フォーブス ジャパン）
Valentina Drofa氏、著名な金融・フィンテックブランドのPR会社Drofa Commsの創業者兼CEO。 ジェンダー多様性に関するグローバルな議論が高まっているにもかかわらず、フィンテック業界における男女不均衡は依然として顕著だ。2024年、英国のトップ50フィンテック企業の取締役会における女性の割合は平均でわずか22%にとどまっている。 これは単なる社会問題ではなく、ビジネス上の問題でもある。女性を脇に追いやることで、フィンテックは数十億ドルの潜在的可能性を活用できずにいる。世界経済フォーラムの試算によれば、金融サービスにおけるジェンダーギャップを解消することで、最大7000億ドルの新たな価値が生み出される可能性がある。 皮肉なことに明らかだ：フィンテックはイノベーションを誇りとしながらも、最も重要な分野の一つである「包摂性」においてイノベーションを起こせずにいる。 では問いかけたい：どうすれば解決できるのか？ 包摂性がイノベーションを生む理由...
The Case For Women In Fintech: How Gender Diversity Can Drive Growth
Valentina Drofa, Founder and CEO at the PR firm for eminent finance and fintech brands Drofa Comms. getty Despite the growing global agenda around gender diversity, the male-female imbalance in fintech is still very noticeable. In 2024, the top 50 U.K. fintechs only showed an average of 22% in terms of female representation on their boards. This isn’t just a social problem—it’s a business problem. By sidelining women, fintech is leaving billions of dollars in potential untapped.
How To Build A Company That Lasts
Valentina Drofa, Founder and CEO at the PR firm for eminent finance and fintech brands Drofa Comms. For any business, it's important to consider how growth is pursued. Building new products, chasing new markets, growing the client base-these are the steps that usually attract the most attention. I want to talk about another layer: values. For a long time, I did not understand them. Values and mission statements felt like vague fluff without any particular meaning attached.
Wealthy Asian investors are ready for crypto, but are crypto exchanges ready for them?
Wealthy families in Asia are becoming more active about cryptocurrencies. Reuters previously reported that family offices across this region are steadily raising their investments in digital assets, and some Chinese firms even seek to allocate as much as 5 percent of their portfolios to crypto. That’s a pretty big jump compared to just a few years ago, when tiny “testing of the waters” was the norm. This surge appears to be fuelled by a mix of bullish sentiment and regulatory milestones.
How It Can Be Your Winning Strategy
Valentina Drofa, Founder and CEO at the PR firm for eminent finance and fintech brands Drofa Comms. Every now and then, people ask me about the biggest lesson I've learned building a PR agency in finance and fintech. My answer is this: Don't be afraid to have a niche. A narrow focus and a clear idea of what services you offer can be your greatest competitive advantage.
Trust Is the New Innovation: Why Reputation Is Now Fintech’s Most Valuable Currency
Flashy features may grab attention, but credibility is what drives long-term value in the evolving fintech landscape. Unsplash+ For years, fintech thrived by building a narrative of innovation and disruption. “We are better than banks” became its calling card, as flexible apps, lower fees and faster onboarding made traditional financial institutions look clunky by comparison. But as the sector matures, that narrative is starting to wear thin. Innovation is no longer enough.
What Smart Leaders Need To Know About Harnessing AI Innovation
Valentina Drofa, Founder and CEO at the PR firm for eminent finance and fintech brands Drofa Comms. getty Ever since its emergence as a concept, artificial intelligence (AI) has been the subject of countless discussions and fears. Some see it as a threat, some as an opportunity, and others as a way to replace employees. In any case, a modern company cannot stay away from new technologies if it wishes to stay relevant. The most important thing is to implement those technologies correctly.
Why Businesses Need To Prepare
Valentina Drofa, Co-Founder and CEO at the PR firm for eminent finance and fintech brands Drofa Comms. getty Crisis situations have always been part of the business landscape, but in today’s world, unexpected disruptions—the so-called “Black Swan” events—are becoming more frequent and unpredictable. Yet, most companies remain unprepared to handle them, particularly when it comes to communications and rapid response.
Mindset Over Resumes: How To Build A High-Performing Team
Valentina Drofa, Co-Founder and CEO at the PR firm for eminent finance and fintech brands Drofa Comms. When putting together teams, any business naturally wants to secure professionals who can deliver results and drive growth. As such, it seems like an obvious choice to hire people with impressive resumes, and everything else can fall into place from there. But is that really true? Throughout my own company’s growth journey, we followed multiple approaches to hiring, often with varying effects.
Fintech’s Gender Gap: Barriers to Women in Leadership & Career Growth
The financial services industry has traditionally been male-dominated—it’s a historical fact. Unfortunately, this has carried over into fintech as well. Here’s a curious thing: actual market data favors gender diversity. McKinsey & Company, for example, reported that companies with more women in leadership roles are 25 percent more likely to be profitable. The evidence looks encouraging, yet women in fintech keep running into barriers in hiring practices and career growth.
Fintech’s Gender Gap: Barriers to Women in Leadership & Career Growth
Same doors, different outcomes: Despite increasing awareness, women in fintech and finance still encounter systemic barriers to career advancement while male counterparts often face fewer obstacles. Getty/Unsplash+ The financial services industry has traditionally been male-dominated—it’s a historical fact. Unfortunately, this has carried over into fintech as well. Here’s a curious thing: actual market data favors gender diversity.
Decentralisation Meets Reality: Can Crypto Go Mainstream Without Personal Accountability?
The world of crypto was built on the promise of decentralisation and eliminating the need for centralised authorities like banks. And yet, ever since its inception, this field has been besieged by bad reputation: scams, rug pulls, and the like have cost people a lot of money and undermined the trust in the industry. Very often, people who suffered financial losses had no idea who to turn to to try and get their money back.
Money Talks, But Do You? Communication Lessons for Fintech Founders
The most recent news of yet another fintech startup closing doors, proves just how tough is current market. The fintech landscape got crowded, and startups have to work that much harder to stand out from the crowd. According to Crunchbase data, global venture funding in Q3 2024 decreased by 16% compared to the previous quarter and 15% in a year-over-year perspective. If this trend holds, in 2025, fintech founders are likely going to face even greater challenges when competing for investments.
Islamic finance: A different way to achieve the same result
Sharia-compliant investments differ from the regular ones in their approach, but not in their outcomes. How to choose assets that do not conflict with Islamic law? Islamic finance The concept of Sharia-compliant investing emerged in the 1960s. Islamic law prohibits investments in assets that generate fixed monetary income, bonds in particular.
Kazakhstan is at risk of becoming a hollow state
Kazakhstan is gradually sliding into a situation where it could become a hollow state, a state that technically preserves its functionality but loses its real power by transferring its key functions to private entities and intermediate agencies. Let’s examine what is happening in this sphere in Kazakhstan.
Why Russian economy still keeps ruble standing
Over the past decade, the Russian ruble (ruble) to Kazakhstani tenge (tenge) exchange rate has fluctuated between the minimum 2.62 tenge as of Feb. 3, 2015, and the maximum 8.98 tenge as of July 1, 2022. Initially, factors such as fluctuations in global oil prices and the COVID-19 pandemic were the main influences. Later, these were compounded by Western sanctions imposed on Russia following the annexation of Crimea and later the full-scale invasion of Ukraine.
Binance obtains full regulatory license. What does it mean for cryptocurrency market in Kazakhstan?
Cryptocurrency regulation in Kazakhstan is evolving. In the most recent development in the sphere, the Binance crypto exchange has obtained a full regulatory license from the Astana Financial Services Authority (AFSA). For Binance, this is another step toward obtaining the status of a fully regulated cryptocurrency exchange in the country. But is this case truly a game-changer for Kazakhstan’s cryptocurrency sector, and what benefits may regular users see? Let’s take a closer look.
Crypto Exchanges at Crossroads – Adapting to Market Changes - The Daily Hodl
HodlX Guest Post Despite years of development, the cryptocurrency market remains the Wild West of finance an unpredictable arena where fortunes can be made or lost in the blink of an eye. And seeing as a great portion of the activities with digital assets take place on crypto exchanges, they are often at the center of this turbulent landscape. While crypto exchanges have played a crucial role in the market’s growth, there is much uncertainty about their future.
The art of navigating the crypto landscape is to balance risks and rewards | Opinion
Disclosure: The views and opinions expressed here belong solely to the author and do not represent the views and opinions of crypto.news’ editorial. At the beginning of 2024, the financial markets were dynamic and full of opportunities and risks. Various factors fuel this dynamism, including technological advancements, regulatory shifts, and global economic conditions.
Exploring the Paradigm Shift in the Banking Landscape: Traditional Models vs Innovations
Fintech advancement continues to gain momentum as the need for innovative and modernized financial services becomes more desired. The global fintech market revenue stood at $134 billion in 2022, and the expectation is that by 2030 it will reach $556 billion. Meanwhile, in the face of this transformation, traditional banks find themselves confronted by a choice: evolve to match this innovation or stay the same and lose market share.
Council Post: Striking A Balance: Can Businesses Embrace AI As A Tool, Not A People Replacer?
Valentina Drofa, Co-Founder and CEO at the PR firm for eminent finance and fintech brands Drofa Comms. Since the beginning of 2023, AI has become a progressively booming topic, with more and more news buzzing around its potential and various applications. The size of this market so far into 2023 is valued at $207 billion.
Council Post: How Communication Breaks Down Barriers In Today's Work Environment
Valentina Drofa, Co-Founder and CEO at the PR firm for eminent finance and fintech brands Drofa Comms. Nowadays, we increasingly hear talk of how transparent communication is a crucial aspect of workplace interactions, both with clients and among fellow employees. Studies indicate that organizational transparency is fundamental in influencing the satisfaction and stress levels of workers.
Overcoming Barriers: Challenges to Implementing Global Regulation of Digital Assets
Over the course of 2023 so far, a record number of laws in the field of crypto regulation have been adopted or at least put forward for consideration across various countries. The EU’s adoption of MiCA, the UK’s bill to regulate digital assets, and the US Court siding with Grayscale Investments to potentially pave the way for a Bitcoin ETF are among the more prominent cases we’ve seen so far.
Las ideas de un CEO para crear una cultura con equilibrio entre la vida personal y laboral Original
Valentina Drofa Todo propietario de una empresa debe prestar atención a su gente y esforzarse por crear un entorno laboral de apoyo donde los empleados puedan prosperar tanto a nivel profesional como personal. Hoy en día, muchos líderes de empresas se enfrentan al problema del agotamiento profesional, que se vuelve cada vez más frecuente entre la fuerza laboral.
Council Post: A CEO's Insights On Building A Culture With Work-Life Balance
Valentina Drofa, Co-Founder and CEO at the PR firm for eminent finance and fintech brands Drofa Comms. Today many company leaders find themselves confronting the issue of professional burnout as it grows increasingly prevalent among the workforce. One survey indicates that over 60% of workers have recently quit or are considering quitting their jobs, stating poor work-life balance among the primary reasons for this decision.
TradFi has eyes on crypto, and here’s the real reason why Original
In the last couple of years, traditional finance players have been paying progressively more attention to the crypto and blockchain sector, despite arguably the all-time lowest trust in the industry. History repeats itself: The foundation for cryptocurrency’s ideology was, in fact, a lack of trust in traditional financial firms after the 2008 financial crisis. Despite trust issues, major banks like JPMorgan, Citi and others have demonstrated their readiness to work with crypto companies.
Cómo los CEO pueden empoderar a su equipo mediante la creación de una cultura de aprendizaje continuo Original
Valentina Drofa El punto principal es que los empleados adquieran nuevos conocimientos y competencias que se pueden aplicar en sus funciones actuales o futuras en la empresa. El crecimiento profesional de los empleados es un tema vital para cualquier negocio que busque escalar y mejorar. Una encuesta realizada a fines de 2022 mostró que muchos trabajadores hoy en día están muy enfocados en desarrollar sus capacidades.
Council Post: How CEOs Can Empower Their Team By Creating A Culture Of Continuous Learning
Share to Facebook Share to Twitter Share to Linkedin Valentina Drofa, Co-Founder and CEO at the PR firm for eminent finance and fintech brands Drofa Comms. getty The professional growth of employees is a vital topic for any business that seeks to scale up and improve itself. A survey conducted at the end of 2022 showed that many workers today are highly focused on developing their capabilities.
Founder's New Approach
If you ask me about the aspect of my business that I started paying unprecedented attention to recently, I'd say without hesitation that it's the corporate culture. It happened so that I realized the value and possibilities a strong corporate culture could give later in my years of building a business. But better late than never.
Council Post: How To Build Corporate Culture From Scratch As A Fintech Employer
Valentina Drofa, Co-Founder and CEO at a trusted PR firm for eminent finance and fintech brands Drofa Comms. getty If you ask me about the aspect of my business that I started paying unprecedented attention to recently, I’d say without hesitation that it’s the corporate culture. It happened so that I realized the value and possibilities a strong corporate culture could give later in my years of building a business. But better late than never.
Council Post: The Layoffs Epidemic: What Employers Need To Change About Their Current Approach
Valentina Drofa, cofounder and CEO at fintech PR consultancy Drofa Comms. From 2020-2021, when pandemic lockdowns sparked the mass trend of switching to remote work, companies went on a hiring spree. The major uptick in e-commerce and moving most business processes online resulted in many firms growing their teams at a rapid pace.
Council Post: Trust Me If You Can: Why Reputation Capital Is A Must For Fintech Startups In This Economic Downturn
Valentina Drofa, Founder and CEO at fintech PR consultancy Drofa Comms. There is no need to remind everyone who cares as deeply as I do about fintech of the industry’s state in light of the latest news. But for those who are far away from fintech (yet decided to click on this article), I will give you cold statistics. In Q3 2022, fintech startups raised 40% less than in Q2. In terms of VC funding, fintech is the third worst performer, with a 62% fall year-over-year.
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