How the Aspen experience enables a broader view of our own capabilities: the story of Alina Shcherbina, a participant of the “Values and Society” seminar
The Aspen Institute Kyiv brings together leaders from various fields as a platform for dialogue. The main goal is to ensure that participants can use the experience gained after the seminars to change their communities for the better. This, in turn, contributes to the realization of the Institute’s main goal: building a democratic, open and strong society.
Alina Shcherbina, “Values and Society” seminar alumni, shared that before the seminar she had not even realized how fundamentally the Aspen experience would change her life. Alina is an entrepreneur and organizer of large-scale events that attract thousands of guests every month. The seminar provided her with a broader perspective on her business. As Alina says, it was a kind of “earthquake” and at the same time a “breath of fresh air” that inspired her to rethink her path.
At the seminar, Alina took part in a creative project where each participant had a different role. She was in charge of digital strategy and communications. Then she realized that these were her talents. After the seminar, she made communications the main focus of her activities and launched a communications agency, which later transformed into the Big Stories PR agency. The agency is engaged in empowering clients, developing tools for creating networks and influence.
After several successful projects, Alina Shcherbina was invited to head a branch of an international business club. Later this experience transformed into the launch of the LEAD business club. This club was established by large businesses to support the growth and development of small and medium-sized enterprises.
The project was initiated in partnership with other graduates of the Institute — Borys Markov, CEO and the Сhairman of the Board of directors of ATB corporation, Andriy Zdesenko, founder and CEO of Biosphere corporation, founder of Charisma Fashion Group, and Oleksandr Yeremyeyev, co-founder and co-owner of the company Stekloplast. Alina’s extensive experience in the event industry, combined with her expertise in public relations, has significantly contributed to the development of a large business ecosystem. In particular, during the full-scale invasion, the club’s support enabled Dnipro entrepreneurs to survive and remain in the city.
The business club, headed by Alina, currently has more than 115 members. The club initiated the publication of a book about modern Dnipro entrepreneurs for those who want to learn about Ukrainian business and the path of leadership.
“Aspen is not just a seminar for a week, it is a transformation that lasts a whole lifetime,” says Alina Sherbina.
In addition to her role as an entrepreneur, Alina now identifies as a leader who fosters collaboration and facilitates business growth and support. We are pleased that the Aspen seminar experience proved transformative and life-changing for Alina Shcherbina. This story illuminates the transformative power of community that inspires.
