Introduction:
Born in Montenegro, she grew up during turbulent times and built a remarkable career across three continents. Ruza’s story is one of resilience, reinvention, and an unwavering commitment to authenticity. Having navigated war, corporate leadership, and personal transformation, she embodies the essence of a leader who evolves through adversity. Her journey is a testament to strength, passion, trust, and self-belief.
Harpreet: Can you share a bit about your background and what led you to where you are today?
Ruza: My journey has been shaped by resilience and adaptability. I was born in Yugoslavia under Tito’s leadership and grew up in Montenegro. My father Milutin, a civil engineer, passed away when I was just five, leaving my mother Olga to raise me and my sister Eva alone. She was a teacher and instilled in us the values of hard work, integrity, and lifelong learning.
I grew up learning to act and move forward in an era of war and uncertainty. As a teenager, I witnessed the disintegration of Yugoslavia and the impact of political turmoil firsthand. That period taught me the importance of resilience, adaptability, and the power of a strong mindset. It also fueled my ambition to break barriers and create opportunities for myself beyond the limitations imposed by circumstances.
My career took me across Europe, the U.S., and Asia. I spent 29 years at Telenor, where I grew to become the Group Chief Technology Officer. I was responsible for technology, digital transformation, cybersecurity, and major procurement initiatives across the group, connecting the lives of more than 200 million people, managing high-value assets in Telenor, leading with care, and fostering people growth. Throughout my career, I led multiple transformation projects, co-founded three companies, and worked on groundbreaking initiatives. But my identity is not just defined by my professional milestones—it is about the journey, the lessons, and the reinventions along the way.
Harpreet: What personal values or principles have guided you throughout your career? And how have they shaped or helped you make decisions?
Ruza: If I had to sum it up in one word, it would be courage. My mother, Olga, instilled in my sister Eva and me the belief that we should always stand tall for our values, no matter the situation—whether in the boardroom or during a crisis like the war in my country.
Beyond courage, my lifelong passion for learning has been a game-changer. I believe in constantly challenging myself in all aspects. Having lived and worked across three continents, I’ve embraced diverse perspectives and experiences that have shaped my leadership. During my time in India, I discovered my spiritual side, which profoundly influenced my leadership philosophy. I live by four core spiritual principles:
Whatever happens is meant to happen. Every challenge is an opportunity for growth.
Whoever we meet is the right person to meet. Every encounter—good or bad— teaches us something valuable.
Whenever we start something is the right time to start. There is no “perfect” moment.
When something is over, it’s over. Let go and move forward.
Another critical value that shaped my leadership is resilience. I have lived through wars, economic crises, and major business disruptions, and they have taught me one thing: you must believe in the good, put your passion and commitment—heart and soul—into action, and trust that you will find your way. Finally, I believe in treating people with respect and honesty—whether they are a CEO or a security guard—and offering everyone equal and fair opportunities. Success is not just about what you achieve but also about how you make people feel along the way.
Harpreet: Could you share a particularly challenging situation and how you navigated it?
Ruza: There have been many, but one of the most defining moments in my career was leading a company through a business crisis in India. We lost our business license, which meant we had to rebuild both our operating and business models from scratch—all while keeping 44 million customers connected. It felt like everything was falling apart, and we had to rethink how we operated, managed employees, and collaborated with partners, all while staying the course and, most importantly, honoring our commitment to our customers.
As the saying goes, necessity is the mother of innovation, and we were forced to push the boundaries of what seemed possible—even defying the laws of physics. For example, with limited spectrum—far below the minimum requirement—we were told that launching 4G was impossible. But I refused to accept this and wasn’t willing to give up without a fight. We mobilized industry leaders, challenged conventional thinking, and pioneered a world-first solution that delivered superior data services to our 44 million customers in the most efficient way possible—running a 4G network on a spectrum lower than the standard 2G requirement. This experience of working in such a tough situation (I often described it as doing "open-heart surgery" while running a marathon) reinforced my belief in resilience, collaboration, and bold thinking. It taught me that nothing is truly impossible when you have the right mindset and the courage to challenge established norms.
Harpreet: Share a specific example of a time when you had to overcome a significant challenge or failure. How did you bounce back?
Ruza: I don’t see failures as setbacks—I see them as lessons. Once, a serious conflict with a business partner led to 25% of our operations going down. The pressure was immense. We had two choices:
Give in to demands that violate our company’s core values, or
Stand firm, knowing it would be painful but the right decision in the long run.
I chose integrity. For days, I had sleepless nights, carrying the weight of customers losing service. But I refused to compromise. Instead, we leveraged legal and operational strategies to resolve the issue and got the services back online. The lesson? Doing the right thing is hard—but it’s always worth it.
Harpreet: In moments of self-doubt, how do you build yourself back up?
Ruza: Self-doubt is natural—it keeps us grounded. But I believe, if your dreams don’t scare you, they aren’t big enough. When I feel overwhelmed, I take long walks (15-20 km daily) to clear my mind. I remind myself, whatever happens is meant to happen, and stretching beyond your comfort zone means you’re growing. I don’t let doubt hold me back. Instead, I use it as fuel to push forward.
Harpreet: Looking back, what advice would you give your younger self?
Ruza: I would tell myself:
Embrace uncertainty even sooner. Life isn’t a straight line—it’s full of twists.
Don’t fear the detours; they’re part of the journey.
Trust yourself more. Growth comes from mistakes—don’t fear them.
Dream bigger. If your goals don’t intimidate you, you’re playing too small.
Harpreet: Over the years, what’s the most enduring part of your identity that keeps emerging for you?
Ruza: My faith in my people and myself. No matter where I’ve worked—from building greenfield operations to leading corporate transformations— One thing remains constant: trust, collaboration, and a ‘can-do’ attitude (a combination of passion and commitment to work) are what drive success. At the end of the day, people won’t remember what you achieved—they will remember how you made them feel.
Harpreet: Finally, what does ‘being unapologetically Ruza’ mean to you?
Ruza: It means standing tall in my values and authenticity, without shrinking or conforming. It’s about leading with empathy, speaking the truth, and challenging the status quo—even when uncomfortable. Success isn’t about achievements; it’s about living true to your principles, no matter what. At the end of the day, it’s about looking in the mirror and liking the person I see.
Harpreet: What’s your next unapologetic move—something bold that you want people to know about?
Ruza: After 29 years at Telenor, I made the bold decision to step into the unknown and explore new opportunities beyond the corporate world. It’s a space that feels both uncomfortable and exhilarating—but that’s exactly where growth happens. I’ve launched my own company, offering consulting services in business transformation, technology, digital innovation, procurement, mergers & acquisitions, and strategic partnerships. People can feel free to connect and drop me a message on LinkedIn. I’d love to exchange ideas and create value together!
ALLOW YOURSELF A MOMENT TO REFLECT
Ruza’s journey is a masterclass in resilience, leadership, and authenticity an invitation to lead boldly, trust yourself, and redefine what’s possible. As you reflect on her story, consider:
When faced with a tough decision, do you choose courage over convenience? How can you stand taller in your values, even when it’s difficult?
What’s a past challenge or failure that, in hindsight, shaped your growth? How can you shift your perspective to see obstacles as opportunities for reinvention?
Are you showing up fully and leading in a way that’s true to you? What’s one bold, unapologetic move you can make to step into your power?
Harpreet Ghumman
Speaking, Coaching & Masterclasses
I help women leaders and organizations break through challenges like these every day. What would be possible if you showed up fully, owned your voice, and led unapologetically?
Let’s make it happen.