The Power of Authentic Leadership: Magdalena Wójtowicz on Courage, Change, and the Human Side of Innovation

In a world where innovation often races ahead of humanity, Magdalena Wójtowicz reminds us that true progress begins with people. As the CEO of the Gdańsk Entrepreneurship Foundation STARTER, she has spent years building bridges between education and business, empowering startups to grow with purpose and heart. In this interview, Magdalena shares her perspective on the evolving voice of women in leadership, the future of entrepreneurship shaped by authenticity and values, and what it truly means to build a partnership with an Executive Assistant based on trust, openness, and courage. Her story is a quiet revolution, one where empathy meets strategy, and leadership becomes a space for real human growth.

Magdalena Wójtowicz | CEO of the Gdańsk Entrepreneurship Foundation STARTER | Poland | Website | LinkedIn

As CEO of the Gdańsk Entrepreneurship Foundation STARTER, Magdalena is passionate about building bridges between business and education to inspire innovation and entrepreneurship. At the STARTER, she leads teams that help startups grow and design programs that encourage people to turn ideas into real impact. For over 20 years, she has worked across Polish and international organizations, combining her passion for new technologies and education with practical experience in leadership, strategy, and project development. What drives her most is creating meaningful change, empowering others to believe in their potential, and advocating for women’s growth in business.

---

Elizabeth Sutkowska: Magdalena, as a female leader, you’ve been co-creating an environment where entrepreneurship has a woman’s face. From your perspective, how is the approach to women in business and leadership changing today? Do you see a real shift in leadership styles, confidence, and women’s voices being heard?

Magdalena Wójtowicz: The changes are visible, though they’re more subtle than revolutionary. What was once an exception is slowly becoming the new normal, and women are increasingly present in both the public and business spheres. Their voices are being heard more often, and they’re clear, conscious, sometimes even powerfully strong. And that’s a good thing, because for too many years that voice was barely audible.

From my perspective as a female leader, what’s incredibly valuable is the growing, genuine support among women, not the kind that’s just for show, but the real, experience-based kind. It builds not only individual courage but also a sense of collective strength.

Leadership style is evolving, too. Empathy, collaboration, and responsibility are taking up more space. It’s not about being “soft”, it’s about maturity and awareness of impact. It feels good to be part of that change.

Elizabeth: Inkubator Starter has long been a place where innovation meets people. What trends in the world of startups and entrepreneurship education inspire you the most right now? Are there directions that, in your view, show where modern business is heading?

Magdalena: I increasingly see that true innovation happens where technology and creativity meet people, their emotions, needs, and values. In a world overwhelmed with stimuli, where the pace of change is inhuman and the narrative around innovation often detached from reality, authenticity, trust, honesty, and relationships are returning to the forefront. Value-driven business is no longer idealism; it’s a survival and growth strategy.

I also see more and more companies moving away from an exclusive focus on growth and scale, and shifting toward impact, relationships, and sustainability. Many organizations, including the youngest startups, are building their identity not only around their products or services but around their purpose, the “why” behind their existence, and the values they represent.

In entrepreneurship education, teaching courage has become crucial: the courage to be yourself, to act in line with your values, to ask difficult questions. More programs today, including those we design at STARTER, focus not on perfection but on experimentation, learning through mistakes, and growing by doing.

At STARTER, we often say, “Innovation begins with people.” It’s not an empty slogan. For years, we’ve been creating a space where people can openly talk about their ideas, challenges, and dreams. And that’s exactly where I believe the future of modern business lies, in truth and humanity.

Elizabeth: When working with young entrepreneurs, you often emphasize courage and practical knowledge. What moments in your career have taught you the most about turning ideas into real, functioning businesses?

Magdalena: Practical knowledge comes with time. It takes courage to try, to make mistakes, and to keep going despite them. We learn the most precisely when something doesn’t work out, as long as we draw conclusions and don’t repeat the same mistakes. But in practice, that’s not so easy. Schools today rarely teach courage; they teach us to avoid failure. Yet entrepreneurship is all about experimenting, testing, and accepting that not everything will succeed.

I don’t run my own business, but for the past eight years, I’ve been creating a place where others can start theirs. I manage the business side of the foundation and support those who want to do something, and their stories are the best proof that it’s worth it.

I remember a group of young founders who built a buoy for monitoring water quality. When they didn’t get permission for testing, they ran the tests themselves. The result? The very partner who had said “no” came back with an offer to collaborate. Or a high school student whose parents “dragged” him to our startup camp; today, he runs his own company.

Stories like these remind me that the one thing standing between an idea and a business is courage. Everything else, you can learn along the way.

Elizabeth: Often, taking on a senior leadership role naturally comes with working closely with an Executive Assistant. What was that experience like from your perspective? What did you have to learn in that partnership? What surprised you the most? And how do you now see the value of working with an Executive Assistant?

Magdalena: At the beginning, I had to learn perhaps the hardest thing: shifting from an operational mindset to managing myself in time. It sounds simple, but it required a huge change in attitude. I had to create space for strategic thinking while allowing someone else to manage my calendar. And truly allow it, meaning, to let go of control, to trust, and to stop micromanaging every hour.

Building that relationship required mutual trust. As a CEO, you hand over something deeply personal: your time, your rhythm, your priorities. On the other hand, the Executive Assistant takes full responsibility for that. It’s a partnership that only works when there’s honesty, openness, and mutual respect.

For me, the biggest discovery was realizing just how much an EA influences the efficiency of the entire organization. This is not “assistance”, it’s a strategic role. When the collaboration works well, the CEO can focus on what truly matters, and the whole company benefits.

Today, I know that a great EA isn’t just someone who “manages your calendar.” It’s someone who manages your rhythm, your focus, your boundaries. Someone who knows you well enough to say, “Stop. You’ve taken on too much.” And that has incredible value.

Elizabeth: If you could share one message with leaders who are just beginning to work with an Executive Assistant, what would be the most important lesson about partnership and mutual trust in everyday collaboration?

Magdalena: Take the risk, and show your true self, not just the CEO version of you, but the human one. That’s where real partnership begins. Because trust isn’t built on a to-do list; it’s built on openness, respect, honesty, and the shared reality of everyday work, which isn’t always perfect.

And yes, it can be risky. Not everyone will pass the test of being an Executive Assistant. Not everyone can handle that level of responsibility. But if you want a collaboration that truly works and creates value, there’s no other way. That’s how you find the person who won’t just be operational support but a true partner in your daily work.

Trust isn’t a declaration; it’s a decision. And having the courage to be yourself is the first step toward a partnership that truly works.

Thank You!

---

Join our Inspire Series!

Every voice matters. Every story inspires.

Your story could inspire the next generations. Join the global initiative reshaping how the Executive Assistant profession is seen.

Count Me In!