From political scientist to design leader

Beatriz Vilchez Silva is an International Consultant and the founder of La Colmena, a Strategy and Brand Consultancy. Beatriz is also an alumna of Future London Academy's Executive Programme for Design Leaders, Cohort 2024/25.

We caught up with Beatriz to talk about her unconventional career path, how her background in political science and social research became her secret asset in creating brand strategy for tech businesses, and what has shifted for her since joining the Executive Programme for Design Leaders.

We would love to start by hearing about where you grew up, what your childhood was like and what formed you as the design leader you are today?

Beatriz: I grew up in Madrid, where I attended an Italian school from ages 7 to 17. This multicultural educational foundation instilled in me a deep appreciation for the humanities, which, combined with my Andalusian family heritage, sparked my early creative sensibilities. As a teenager, I would record mixtapes for friends – an early sign of my desire to create experiences for others, though at the time, I didn't recognise it as design thinking.

While I once dreamed of pursuing Beaux-Arts, 'pragmatism' steered me toward political science and social research instead. What seemed like a detour proved to be formative to my unique approach to design leadership.

So when did you realise that political science wasn't actually a detour?

Beatriz: The pivotal moment came in 2011 at the HPI School of Design Thinking, where I had my first significant revelation: design extended far beyond aesthetics. I discovered that my 'non-ordinary' background wasn't a limitation but rather a valuable perspective that enriched my design approach. My second transformative realisation occurred when I began applying brand strategy to high-tech and deep-tech companies. I recognised the design's power to shape businesses in more meaningful and positive ways. This intersection – where analytical thinking meets creative problem-solving – is where I found my voice as a design leader. 

Today, my leadership style reflects this journey: I bring a humanistic perspective to technical challenges, remain forever curious about possibilities, and focus intently on listening to both expressed and unexpressed needs. My diverse background has taught me to embrace different viewpoints and find connections others might miss, allowing me to help teams navigate complexity with clarity and purpose.

That sounds like an incredible journey. Can you tell us how you actually got into the industry? What was your first job?

Beatriz: My first job was writing scripts for documentary TV programmes in Spain while completing my studies. This led to roles in social research and opinion polling, including work with the European Union on a major social survey, followed by positions at a scientific foundation. My career evolved when I moved to Paris and became a spin doctor apprentice for French political and corporate leaders.

My 'second life' began when I discovered that branding and brand strategy better aligned with my creative interests while still utilising my analytical background. I created my consultancy practice and transitioned into design with projects for Stellantis, a media influence agency, and the city of Liverpool. This varied background has proven useful when working with technical companies, as it helps me connect analytical thinking with creative solutions. The path wasn't planned, but each experience has contributed something valuable to how I approach design challenges today.

So tell us, were there any big risks you had to take in your career that paid off?

Beatriz: The most rewarding risks in my career have come from saying 'yes' to challenges when I wasn't 100% sure of success. Moving to new countries without being language proficient and immediately starting work pushed me far outside my comfort zone, but these leaps enriched my perspective and cultural adaptability. 

Leaving the security of employment to become a solo entrepreneur was another significant risk that expanded my capabilities and self-reliance. Similarly, transitioning from social research to design meant stepping into unfamiliar territory, but this shift aligned my work more closely with my creative interests. 

What I've learned is that these moments of uncertainty – when I chose growth over comfort – have consistently been the most valuable for my personal and professional development. Each risk has brought meaningful experiences and connections that wouldn't have been possible on a safer path. I believe I am a better person thanks to it.

Can you share what you're doing now? What's your current role and what are you most proud of professionally?

Beatriz: So I'm the founder and principal strategist at La Colmena Design, a consulting firm that offers strategy-driven solutions for transformative leaders in technical and technological fields. My role combines my political science and sociology background with my passion for design, helping C-level executives connect their strategic vision to broader cultural patterns and business outcomes.

As for what I'm most proud of... there are two client relationships that represent the depth and impact of my approach. The first is my ongoing collaboration with Verdi, where we crafted the 'Designer de Territoires' (Designer of Territories) concept that encapsulates their ambition to practice civil engineering in harmony with planet and people. What began as a brand strategy evolved into a comprehensive partnership addressing organisational design and culture change. 

Equally meaningful has been my work with Wormsensing, a deep-tech trailblazer. This intense collaboration resulted in creating a strategic compass for their marketing and business direction for the next decade. 

What makes these achievements particularly significant is not just the strategic outcomes, but the enduring relationships they've fostered. The fact that we continue collaborating makes me both happy and proud of them and our work together.

Can you now tell us a bit more about the impact you want to create with the work that you do?

Beatriz: I'd like to be humble here. First, producing good craft and being coherent with my values is already a meaningful impact. Being able to say no to clients or projects that aren't aligned with these values–that's already a win in today's business environment.

The cherry on top? Continuing to work with businesses that have genuine capacity to transform industries for the better, guiding them along this path. I find purpose in asking uncomfortable questions that make technical leaders realise their innovations don't exist in a vacuum – technology always comes with consequences. I would like to help them consciously decide what positive consequences they want to create rather than simply pursuing advancement for its own sake.

I don't aspire to change the entire world single-handedly! If I can help bridge these worlds – bringing more consciousness to how we develop and deploy technology – then my work will have served its purpose.

That's such an important perspective. Now, we’d love to move to the topic of leadership. How has your approach to leadership changed during your career? What challenges did you face and how did you overcome them?

Beatriz: My approach to leadership has evolved significantly throughout my career. In the early stages, I followed a straightforward 'walk the talk' principle–expecting leaders to embody the values they espoused, and becoming disillusioned when they didn't. My typical response to misalignment between words and actions was rebellion, often culminating in my departure from organisations.

A pivotal learning period came when I faced workplace bullying from one superior while simultaneously being valued by another in a promising position. This complex situation forced me to develop a more strategic approach to navigating difficult professional environments rather than simply walking away.

When I stepped into leadership roles myself, I initially struggled with the weight of trying to meet everyone's expectations. The challenge taught me a crucial lesson: consensus is not always the path to effective leadership. I've learned that as a leader, you will inevitably disappoint or challenge some people around you–and that's necessary. Making peace with this reality was transformative.

Another significant shift in my leadership philosophy came with accepting the limits of control. I now understand that while some elements are within my influence, many more will inevitably escape it. This recognition has been liberating rather than defeating.

Perhaps my most important leadership insight has been authenticity's power. The more true I remain to myself, the better my work becomes and the stronger the relationships I build around it.

You've been learning from various leaders as part of our Executive Programme for Design Leaders. Can you tell us what you've learnt, and anything that you've applied in your day-to-day work in your approach to leadership?

Beatriz: This programme has changed me in subtle but really meaningful ways. I feel like Princess Leia became a Master Jedi – cool and empowered, you know? That's exactly how I feel right now!

The programme helped me feel more legitimate as a designer, even though I don't come from a classic design background. I've learned to see my unconventional path through political science and social research as an asset rather than something I need to apologise for. That's been huge.

In my day-to-day work, I've shifted from chasing this idealised perfection to embracing authentic engagement. And to my surprise, it enhanced the quality of collaboration. Everything feels more genuine, more dynamic, and ultimately more effective when we're dealing with complex challenges.

I've also discovered this powerful synergy between intuition and analytical thinking. I used to think they were separate, but now I see how they enhance each other. My analytical frameworks give me the necessary structure, but intuition lights up these unexpected connections and opportunities that pure logic might miss. It helps me navigate complexity more fluidly.

And on the business side, I really noticed the difference. My revenue almost doubled compared to the year before I started the programme.

We love hearing about all these transformations. Now, what's your warmest memory from the programme?

Beatriz: My warmest memory from the programme came during Module 4, when Gabriel shared his piece of music and visuals about 'us' as a cohort. That moment melted my heart completely. There was something so genuine and moving about seeing our collective journey expressed through his creativity. What made it especially meaningful was the realisation of how truly unique this group is. At this stage in my career, I've been part of many professional communities, but finding new friends and incredible professionals who genuinely inspire me was unexpected and precious.

So, our last question, we’d love to know what your plan is for the next five or 10 years. What’s your ambition?

Beatriz: I'll be honest – I'm actually a bit scared about the state of the world right now. I'm excited about watching my kids become adults, but I'm also concerned about the world they're inheriting.

On a personal level, there's still so much I'm passionate about exploring! I'm excited about mastering that challenging Sakamoto partition for piano I've been working on, and I want to get better at drumming - specifically, incorporating more of Steve Gadd's techniques. I'll keep dreaming about mastering those!

And I launched these electronic music gatherings in Brussels this year that I'm really excited about growing. I want them to become a recognised reference point for the community. Then I can head to work energised by these creative outlets.

If "excited" isn't quite the right word for the bigger picture... I'd say I'm deeply committed to contributing to positive change at my humble level. I'm hopeful about seeing more designers brought into crucial conversations – political, economic, technological – and into decision-making boards. This represents a real opportunity to bring different thinking and perspectives into these spaces.

The future I'm working toward is one where I help bridge gaps – between technical possibilities and human needs, between short-term gains and long-term consequences, between cultures. I hope to see more empathy, creative thinking, and authenticity in how we approach complex challenges.

Beatriz's story is just one example of an amazing transformation after our Executive Programme for Design Leaders.

If you are ready to boost your creative path, apply now for our unique programme that combines rigorous MBA curriculum, leadership coaching, direct access to C-level mentors and global network that will stay with you for life. Applications are closing soon. Invest in your next 10 years of growth.