Teodora Gouneva was enjoying one of the more satisfying chapters of a 25-year finance career when she began hearing voices again.

She tells us that although for most of her work trajectory she had been able to ignore them, on this occasion the contentment that she had so carefully guarded began to give way.

The year was 2013, and the role offered to Gouneva was to serve as CFO of PayPal’s Braintree Venmo operations, the enterprise resulting from PayPal’s recent acquisition of Braintree.

“For me, it wasn’t an immediate or obvious ‘yes,’” recalls Gouneva, who already occupied a senior finance role overseeing a big slice of the company’s business after having adroitly climbed PayPal's finance career ladder for the previous 9 years.

“I loved my current job, and there were still things on my road map that I wanted to improve and fix,” continues Gouneva, who notes that it was at this point that the voices once more surfaced—this time, not to be ignored.

“Prior to that job offer, I would very often have people tell me ‘You should take more risks!,’ but I don’t think that I had ever really considered doing so before,” says Gouneva, who credits her divisional CFO tour of duty with adding some extra operational heft to her resume in light of Braintree having acquired Venmo only a year earlier.

Comments Gouneva: “These were two completely different businesses in one, and we made a strategic decision to run those businesses separately.”  

Still, in the months and years that followed, the organizations sought to achieve a better strategic alignment, a feat largely reliant on changing the behaviors of the different sales teams.

“We had to paint a picture for them of what the ultimate goal was and what was important and why,” remarks Gouneva, who credits changes in PayPal’s sales compensation programs with helping to bring the new picture into focus.

While Gouneva leaves little doubt that she’s happy that she ultimately listened to “the voices,” she tells us there’s no escaping the fact that risks will always be risks.   

She asks: “Do I leave the certainty that comes from knowing exactly what the role is, or do I embrace something new that is not very clear and could ultimately be good or bad?” –Jack Sweeney