Polina Changuleva is the founder of Same But Different, the world’s first joyful inclusion consultancy, working with the organisations of tomorrow to build a future where we embrace differences and celebrate similarities.

Same But Different helps businesses address common DEI challenges by creating culture-shifting initiatives that drive lasting change. Its work spans DEI strategy, training, workshops, and employee experiences, all designed to make inclusion actionable, engaging, and impactful. Some of its award-winning projects include working with Yahoo, Publicis Groupe, Google, Reward Gateway, Verizon, Marriott, and more.

Polina is also the creator of a community called Brand Partnership House, where she helps founders, creatives, and changemakers leverage strategic partnerships to scale their businesses. Through coaching, tools, and real-world insights, Polina has helped over 600 businesses secure the partnerships of their dreams with brands like Birkenstock, Estee Lauder, Meta, and Samsung.

Polina is sharing her expertise at a Partnerships Masterclass in Hamilton on 4 March. Find out more and register.

Tell us more about how you help businesses?

I help businesses leverage partnerships and inclusive strategies to drive real, measurable growth and impact.

Through Same But Different, I work with companies to turn DEI from a checkbox into a competitive advantage - helping them foster belonging, improve employee experience, and create cultures where people thrive.

Through Brand Partnership House, I help businesses secure powerful collaborations that expand their reach, unlock new opportunities, and build credibility with the right partners.

At the core of everything I do is the belief that business success is driven by human connection and collaboration - whether that’s through strategic partnerships or creating inclusive workplaces where everyone can tap into their version of extraordinary.

Why are partnerships so important for businesses?

Partnerships allow businesses to scale faster, reach new audiences, and build credibility without massive budgets. They’re also a great way to do more with less and let’s be honest - who doesn’t want that?! A well-executed collaboration can unlock new revenue streams, open doors to unexpected opportunities, and amplify brand awareness.

The best businesses don’t succeed in isolation - they grow by building strong networks, co-creating with the right partners, and leveraging shared strengths. That’s why I believe partnerships are a game-changer for any company.

What excites you most about your work?

I love seeing how the right partnerships and inclusive cultures transform businesses and individuals alike. It’s incredibly fulfilling to help companies build game-changing collaborations or create workplaces where employees feel valued and empowered. Seeing those results - whether in a breakthrough partnership or a cultural shift - is what drives me every day.

What or who inspires you?

My parents! They came from nothing yet managed to build a successful business and family life over the last 30+ years. They taught me and my sister that anything is possible through hard work and sacrifice.

One of the biggest gifts they gave us was the absence of limiting beliefs. They never made us feel like there were barriers we couldn’t overcome. Their journey is a constant reminder that success isn’t about where you start, but about how determined and resilient you are in getting to where you want to be.

Beyond their perseverance, what truly inspires me is the way they navigated the ups and downs of entrepreneurship and life with so much joy and ease. Their business has survived economic shifts, challenges, and industry changes, yet through it all, they always found time to laugh, lift others up, and create moments of joy. They never let stress overshadow their kindness. They made sure to make others feel special, celebrate the small wins, and bring warmth and light into everyday moments.

Their approach to both business and life has shaped how I show up in my own work today - leaving every room I walk into better than I found it, leading with heart, and making space for joy in the process.

What three things can’t you live without?

Faith – It keeps me grounded and gives me purpose.

Exercise – It’s my daily reset and helps me stay energised, reduce stress, and sharpen my focus so I can perform at my best both mentally and physically.

My phone & laptop – My entire business runs through them!

Best book, TV show, or podcast you’ve enjoyed recently?

I’m currently reading Psycho-Cybernetics, and I think it’s truly transformational. It’s all about how our self-image shapes our reality, and it’s been a game-changer in how I think about growth and success.

For TV, I’ve been obsessed with extreme sports meets nature documentaries - and World’s Toughest Race with Bear Grylls is the perfect mix of both.

For podcasts, Diary of a CEO is always a favourite.

Favourite holiday destination?

I’d say New Zealand, but that might be cheating! If not NZ, then the Dominican Republic - it’s unbelievably beautiful, and I had the chance to visit over a year ago. If you’re a lover of crystal clear blue waters and tropical heat, I’d highly recommend it!

What would you bring to a BBQ?

I’ve been told my Shopska salad is to die for! Or, if I’m on BBQ duty, I’d make chicken, pepper, and halloumi skewers. Send me the address.