Rule Breakers, Game Changers
By Alexandra Loli, PhD | Business Partners, Mar-Apr, 2025

“Fortune favors the bold.” — Euripides

Throughout history, progress has belonged to those willing to take risks. In leadership, in business, and in life, true transformation is driven by those who challenge the status quo.

Today we live in an era of relentless transformation where leadership is no longer about control. It’s about empowering people to navigate uncertainty with agility, innovation, and trust. Bold leaders recognize that calculated risk-taking is not just an option but a necessity for survival and growth. Looking at today’s most successful companies, it is evident that the most impactful leaders are those who cultivate a culture of radical candor, autonomy, and continuous reinvention.

True impact is born at the intersection of trust, challenge, and reinvention

To do this, leaders must replace rigid hierarchies with a culture of excellence, openness, and accountability—a culture in which top talent thrives, candid feedback is encouraged, and autonomy fuels responsibility. This approach allows creativity to flourish while ensuring accountability. In today’s business environment, leaders must dare to challenge outdated structures, foster environments where dissent fuels innovation, and trust their teams to take bold, intelligent risks.

A crucial element of this transformation is creating a culture of psychological safety, one where employees feel empowered to take risks, experiment, and learn without fear of failure. At the 9th WIB Forum, titled “Impact Unleashed – Lead as a Rule Breaker,” which will take place this June, we will explore these themes in depth, including the findings of a groundbreaking survey conducted by the AmCham Greece Women in Business Committee in collaboration with Athens University of Economics and Business, which examines organizations’ readiness to embrace risk-taking and innovation as fundamental drivers of growth.

To be a rule breaker and a game changer, a leader must not only set the vision but also create a culture where people feel safe to experiment, fail, and ultimately redefine what’s possible. True impact is born at the intersection of trust, challenge, and reinvention.

The future belongs to those who dare to break the rules that no longer serve them. Will you be one of them?

The most effective leadership doesn’t come from control—it comes from designing environments where cooperation can emerge and thrive.

We often imagine leaders as enforcers of order. But real leadership means creating semi-structured environments where autonomy, creativity, and cooperation can take root. It means tolerating a certain amount of chaos so that individuals can self-organize, discover shared goals, and build trust through real interdependence. My research—spanning computational models, experiments with human participants, and fieldwork in small-scale societies—shows that cooperation doesn’t require account-keeping or top-down control. In fact, the freedom to walk away from exploitative relationships is one of the most powerful tools for sustaining it over time.

In leading research teams, creative collaborations, and production crews, I focus on building trust and modeling flexibility. I design environments that let people choose their collaborators and respond to real needs rather than imposed roles. I’ve led interdisciplinary collaborations with scientists, artists, and educators to push boundaries and explore new ways of working.

Part of disruptive leadership is about structural care: enabling support to flow based on need, not obligation; giving people the autonomy to choose collaborators; and allowing small, cooperative units to self-organize and thrive. One way I cultivate this is through pop-up “Apocalypse Cafés”—temporary gatherings that activate collective intelligence by helping people surface shared values, imagine alternatives, and build new collaborations.

Real leadership means creating environments where autonomy, creativity, and cooperation can take root

I don’t treat failure as something to avoid—if we’re not failing at least some of the time, we’re not taking enough risks. Some people worry about whether they can afford to take risks, but the truth is we can’t afford not to, because that’s how we change things that aren’t working, innovate, and adapt in a changing, chaotic world.

The most powerful move a leader can make is to stop investing in a broken system and build something better, creating an alternative that people can opt into. Leadership in uncertain times means knowing when to disrupt, when to adapt, and how to make space for new forms of cooperation to take root.

Leadership is stuck. We talk about innovation endlessly, yet we keep using the same old playbook: control, predictability, and incremental change. The world has moved on. Leadership must too.

I saw this early. Nearly 20 years ago, during my MBA, I said: “It’s crazy to expect innovation from routine. It takes innovative methods.” That insight still drives me today. Innovation is not an outcome—it’s a way of leading. It means challenging assumptions, fostering a culture of innovation, designing teams and environments where people are free to experiment, making room for diverse perspectives, welcoming unexpected insights, and creating new ways of working. It also means accepting, and learning from, failures, while ensuring that purpose anchors every bold move. The leaders who stand out today are not the ones who simply adapt, but those who reimagine their strategies, their cultures, and their organizations.

In my own journey—whether integrating organizations post-merger, advising CEOs through complex change, or building startups in medtech and HRtech—one pattern is clear: Lasting transformation happens when leaders combine creativity with courage, especially where others see only obstacles.

Today, with AI changing the rules at high speed, the stakes are even higher. But the real challenge isn’t just adopting new technologies; it’s rethinking how we lead in a world where change is the only constant. AI alone will not make your organization innovative. Your leadership will.

At Future BrAIn, we are putting this belief into action, challenging outdated practices in how leaders transform organizational culture and make decisions and redesigning them for the AI era. Because in the end, transformation isn’t about reacting faster—it’s about leading differently.

The heavy machinery industry is known for its focus on tradition, engineering, and longterm relationships. At the Eltrak Group, we chose a different path—one that challenges norms and builds a more agile, future-ready organization. This meant challenging established ways of working and introducing new strategies focused on technology, sustainability, and attracting young, diverse talent to drive growth.

Our transformation began with a shift in mindset: Recognizing that telematics and condition monitoring (VisionLink, Payload) are not optional add-ons but are essential for gaining a competitive edge. These technologies help reduce equipment downtime, improve customer efficiency, and lower the longterm cost of ownership. Adopting them required more than investment. It meant driving cultural change. We trained both our teams and our customers to think proactively, act based on data, and move beyond outdated, reactive service models.

We also leaned into sustainability—not as compliance, but as innovation. Promoting electric and hybrid solutions to our customers and converting our own vehicle fleet were steps toward a circular economy.

The most rewarding disruption has been human-centered. We invest in young talent through internship programs that consistently lead to longterm careers within the company. By offering equal opportunity and actively promoting diversity, we have shaped a more inclusive workplace in a traditionally male-dominated field. We continue to make progress in improving gender representation across our teams and to expand access and support for women pursuing technical careers in the field. Each team member is supported with a personalized five-year development plan, designed to help them grow, lead, and contribute meaningfully to our shared success.

Leading through uncertainty isn’t about reckless bets. It’s about decisive, creative choices that align people, technology, and purpose. In breaking old rules, we have built stronger foundations for the future.

In today’s dynamic and ever-evolving landscape, breaking conventional norms is not always an option—it is often considered a necessity for fostering effective leadership and achieving sustainable growth. Contemporary leaders are tasked with demonstrating the courage to challenge conventional rules, acting as agents of positive change, and leading transformation. This involves continuously redefining existing standards to stay distinct and relevant for future developments.

Breaking conventional norms is a necessity for fostering effective leadership and achieving sustainable growth

National Bank of Greece, an institution with 184 years of history, has consistently demonstrated its ability to innovate and reshape the banking landscape while upholding its core values. Innovation, driven by and for people, remains a core aspect of our operations. Lately, we had the privilege of contributing to a new ambitious, transformative journey, focused on upholding the bank’s commitment to growth and serving those who have trusted us over the years, even better and faster.

The latest transformation involved such a significant change that we had to question whether our legendary brand identity truly reflected who we are today. While the answer was clear, the decision was tough to make. A rebranding initiative could risk our 184-year legacy if it focused exclusively on our contemporary status. A collaborative, forward-thinking endeavor began, overcoming challenges with vision, persistence, and strategic focus, aiming to embody progress while honoring our history. It took boldness to gain internal support, as well as creativity and strategic thinking to redesign a refreshed identity that reflects Banking Today: a modern bank in constant evolution.

This significant change also marked the culmination of the substantial transformations we’ve achieved over the last six years, reflecting that true leadership does not merely adapt—it inspires, elevates, and boldly shapes the future.

In today’s dynamic and ever-evolving landscape, breaking conventional norms is not always an option—it is often considered a necessity for fostering effective leadership and achieving sustainable growth. Contemporary leaders are tasked with demonstrating the courage to challenge conventional rules, acting as agents of positive change, and leading transformation. This involves continuously redefining existing standards to stay distinct and relevant for future developments.

Breaking conventional norms is a necessity for fostering effective leadership and achieving sustainable growth

National Bank of Greece, an institution with 184 years of history, has consistently demonstrated its ability to innovate and reshape the banking landscape while upholding its core values. Innovation, driven by and for people, remains a core aspect of our operations. Lately, we had the privilege of contributing to a new ambitious, transformative journey, focused on upholding the bank’s commitment to growth and serving those who have trusted us over the years, even better and faster.

The latest transformation involved such a significant change that we had to question whether our legendary brand identity truly reflected who we are today. While the answer was clear, the decision was tough to make. A rebranding initiative could risk our 184-year legacy if it focused exclusively on our contemporary status. A collaborative, forward-thinking endeavor began, overcoming challenges with vision, persistence, and strategic focus, aiming to embody progress while honoring our history. It took boldness to gain internal support, as well as creativity and strategic thinking to redesign a refreshed identity that reflects Banking Today: a modern bank in constant evolution.

This significant change also marked the culmination of the substantial transformations we’ve achieved over the last six years, reflecting that true leadership does not merely adapt—it inspires, elevates, and boldly shapes the future.

In a world driven by unpredictability, unconventional decision making distinguishes transformative leaders. It demands courage, boldness, and the resilience to challenge norms, defy expectations, and embrace calculated risks.

At the heart of such leadership lies the ability to break free from traditional thought patterns and question the norms. Greek companies such as Fage, Coco-Mat, and Beat exemplify this principle. Fage revolutionized the dairy industry by introducing strained yogurt to the US market, transforming yogurt consumption. Coco-Mat innovated by incorporating natural materials into their sleep systems and furniture. Founded during Greece’s economic downturn, (Taxi)Beat strategically expanded into Latin American markets, evolving into a leading ride-hailing service. In 2017, it was acquired by Daimler Mobility Services (Free Now group), solidifying its position in the Greek mobility sector.

Unconventional decisionmaking is not reckless defiance but a disciplined art

Risk, often perceived as a threat, can be a strategic tool when wielded with precision. Effective leaders assess risk not as a gamble but as an investment in potential. They understand that avoiding failure can lead to stagnation, while measured boldness can unlock unprecedented growth. Aegean Airlines modernized its fleet during economic downturns, enhancing efficiency and customer experience. Spyros Theodoropoulos expanded Chipita from a small bakery into an international snack powerhouse by introducing products that resonated with consumers worldwide, leading to its 2022 acquisition by Mondelēz International.

Failure can also stimulate renewal. In 1985, Coca-Cola introduced “New Coke,” reformulating its classic beverage to counter Pepsi’s market share. The backlash underscored consumers’ attachment to the original formula, leading to the reintroduction of “Coca-Cola Classic” and strengthening brand loyalty.

Unconventional decisionmaking is not reckless defiance but a disciplined art—balancing intuition with analysis and disruption with strategy. In a competitive landscape, those who embrace the unconventional don’t just navigate change; they create it. Are you ready to think differently?

In an ideal world, we wouldn’t need to talk about “female” leadership, as leadership should transcend gender. However, the gender divide in leadership roles persists, with women still underrepresented in politics, business, and science. Despite progress, this divide continues to limit the full potential of women leaders.

Disruptive leadership is about challenging traditional ways of thinking and driving change. It breaks boundaries and fosters innovation. True leaders, regardless of gender, share qualities such as confidence, trust in others, and the ability to build strong teams. These traits are universal, yet they are often more recognized in men due to the current imbalance in leadership positions.

True leadership knows no gender—only the ability to lead boldly, innovate, and break barriers

However, women also possess these key leadership qualities—and often bring unique strengths that enhance their effectiveness. They are strong listeners, open to learning from experiences, and adaptable to the needs of their teams. This flexibility enables them to foster innovation and create environments where new ideas can flourish. Women also bring empathy and collaboration skills that are crucial in building teams capable of challenging the status quo.

To thrive in today’s rapidly evolving business landscape, continuous learning is essential. Staying informed and adaptable to emerging trends helps women leaders remain relevant and responsive to change. Additionally, building diverse, inclusive teams fosters creativity and resilience. By encouraging different perspectives, women leaders can spark innovation.

As Michelle Obama wisely said, one of the most important lessons in leadership is to stay true to yourself, regardless of external criticism. This resilience and authenticity are essential qualities in women leaders. They see mistakes as opportunities for growth and inspire their teams to do the same.

Women in disruptive leadership demonstrate that true leadership knows no gender—only the ability to lead boldly, innovate, and break barriers.

There’s a certain power in saying that “This was always done this way” is no longer good enough. In a world shaped by constant disruption, unquestioned habits quickly become roadblocks. Honoring and respecting the foundations that brought us here is essential. The past holds wisdom. Yet at the same time, we must be able to recognize when legacy becomes a limitation—and have the courage to evolve.

Game changers aren’t just visionaries—they’re active listeners, bridge-builders, and brave decisionmakers

As leaders, and especially (from my POV) as communicators, we don’t just navigate change—we translate it. We make sense of uncertainty, align people with purpose, and give voice to ideas that challenge the status quo. That takes clarity, courage, and the willingness to let go of familiar ground in favor of the potential new. And most of all, it takes a different mindset, one that focuses on growth. What unlocks this mindset? A culture that values curiosity. Teams empowered to speak up. Leadership that favors transparency.

Game changers aren’t just visionaries. They’re active listeners, bridge-builders, and brave decisionmakers. They break through resistance, ignite connectivity, foster engagement and inspire others to do the same.

Today, growth belongs to those bold enough to rethink, reimagine, and redefine. Because the rules worth breaking are the ones that keep us from becoming who we’re meant to be.

Rules preserve what exists. But progress? That comes from the ones who look at the existing rules and mindsets and are able to say “This no longer serves us.”

In business, we’re taught to value logic, process, and predictability. But conventional thinking, when left unchallenged, becomes a psychological safety net that slowly becomes a comfort zone that limits possibility. It filters what we say in meetings. It shapes which ideas we present, how we decide, and which directions we follow.

Leaders who break patterns create oxygen—new space for people, products, and ideas to breathe and evolve

From a psychological perspective, breaking rules isn’t just brave—it’s mentally demanding. The human brain is wired to avoid risk, and there is no greater social risk than non-conformity. The moment we challenge the status quo, we activate internal alarms: What if this fails? What if they disapprove? What if I am proven wrong? Neuroscience supports this: The brain’s amygdala responds to social rejection the same way it does to physical pain (Eisenberger et al., 2003), making non-conformity feel, quite literally, threatening.

This is exactly why rule-breaking leadership matters. It’s about expanding the field of what’s possible. Leaders who break patterns create oxygen—new space for people, products, and ideas to breathe and evolve. But to lead like that, we must first break the rules inside our own heads. We must unlearn the belief that success equals approval. We must replace fear of judgment with commitment to purpose.

The future won’t be built by those who play by the existing book. It will be built by those bold enough to write a new one.

In today’s business world, breaking free from conventional thinking is amongst the hardest things to do, but can be a gamechanger. It is undeniable that leaders who truly stand out are the ones who dare to challenge the norm and embrace new ways of thinking.

One can only imagine a world where creativity and innovation would be the driving forces behind every decision. These innovators don’t just think outside the box—they tend to also live outside it. They cultivate a culture where experimentation is not just encouraged but celebrated. And it is usually in these environments that the most groundbreaking ideas come to life.

Taking risks is a big part of this mindset but not always an easy one to set. It’s about seeing opportunities where others see roadblocks and being ready to learn quickly from mistakes. These leaders don’t usually fear failure; they see it as a stepping stone to success.

Breaking free from conventional thinking is about finding beauty in the unknown

But taking risks is not always something that comes easy to all of us. Thinking outside the box is also about having a purpose that goes beyond the immediate. These leaders are driven by a vision that looks into the future, focusing on longterm impact and sustainability. This sense of purpose fuels their teams, pushing them to explore new ways of working and doing business and redefining what’s possible.

In essence, breaking free from conventional thinking is about embracing the uncommon, the unpredictable, and the unusual. In a more poetic way of putting things, it’s about finding beauty in the unknown. By adopting this mindset, today’s leaders can not only drive meaningful growth but also ignite a spark of inspiration into their organizations.

To fuel progress and ignite hope, the world needs visionary, inspiring, and innovative leadership. Women provide this, envisioning a better future and inspiring others to build it, particularly when it comes to ensuring patients have access to life-changing therapies through innovation.

The biopharmaceutical industry, often constrained by traditional models, faces a complex healthcare landscape that demands a new approach and widespread collaboration. In this highly regulated environment, regulatory as well as ethical considerations are paramount. Women excel at navigating these complexities, understanding the importance of adhering to regulations while recognizing when rules must be challenged, and evolve to meet new challenges and to achieve a more equitable outcome for patients. This commitment to ethical leadership, coupled with their ability to see beyond the status quo, positions women as powerful agents of change, capable of driving meaningful progress.

At AbbVie, our vision extends beyond reshaping the industry. We are determined to rewrite the future of patient care. We aim to cultivate a leadership model that embraces inclusivity, questions assumptions, and champions innovative solutions. We advocate for inclusive leadership practices that value diverse perspectives and create a culture of belonging. We are dedicated to empowering women through mentorship and leadership development programs. We cultivate rule breakers and gamechangers, providing women with the platform to lead the future of healthcare.

Addressing healthcare challenges such as financing, access to treatment, and digitization is critical. Breaking barriers requires courage. Women, with their holistic approach and bold leadership, will change the game, driving business success and building a healthier, more equitable future.

Leadership that drives significant change is not about acting impulsively—it’s about understanding the psychology of change and using it to challenge norms strategically. Most organizations resist change not because of external barriers but due to deeply organizational cultural obstacles. Fear of uncertainty, loss aversion, and rigid structures keep organizations stuck in outdated models, even when the need for transformation is obvious. People who see change as a threat rather than an opportunity, perceive their organization as unprepared, or feel that the organizational culture does not support the change vision are likely to resist it.

Rule-breaking leaders understand that true disruption starts in the mind

Successful gamechangers don’t just push for innovation; they create psychological safety for their teams to experiment, fail, and adapt. They recognize that people don’t resist change itself—they resist the uncertainty and discomfort that change brings. By crafting a compelling vision and a sense of urgency, by acting proactively and fostering a sense of ownership, these leaders shift mindsets and turn hesitation into action.

Instead of imposing alignment through authority, leaders can embrace empathy-driven leadership, inviting their people to co-create solutions. By empowering teams to take ownership of the problem rather than enforcing a top-down mandate, they turn resistance into collaboration.

Rule-breaking leaders understand that true disruption starts in the mind. By challenging conventional thinking, embracing uncertainty, and prioritizing people’s psychological responses to change, they don’t just adapt to the future—they create it.