Vladislav Simov, the founder of Domestina, is one of the most inspiring entrepreneurs I’ve ever met. No wonder he’s gotten over a million dollars in investment in his business.

When we met, he told me, “You know what, I want you to write what you want to write. I always get the best of people when I let them do their thing.”

Copywriting is not about creative freedom. But this wasn’t copywriting. Domestina wanted to build a brand, to tell people who they are, both for selling and for recruiting purposes.

The video made a splash in TEDxBulgaria, got over 20 000 organic views on YouTube and became the go-to presentation for the brand.