Real Life Superpowers
Yulia Bassan: "Women are being taught that they need to be more humble... But then when you do that, no one sees you."
In a conversation with Noa Eshed and Ronen Menipaz on the podcast Real Life Superpowers, Woman2Woman Managing Director Yulia Bassan discusses women in leadership and management roles in Israel.
"A lot of the times women are being taught that, like, they need to be more humble, like, ‘Don't brag about yourself, just, like, be really nice’," explained Woman2Woman Managing Director Yulia Bassan. "But then when you do that, no one sees you. No one promotes you."
In this episode, Ronen and Noa speak with Yulia Basan, Managing Director of Woman2Woman, a powerhouse program dedicated to advancing women in leadership and management roles in Israel.
Under Yulia’s leadership, the program has grown into a key force shaping the future of female leadership, expanding its reach, forging partnerships with industry giants, and driving measurable impact.
Her mission?
To break barriers and create equal opportunities - not just talk about change but actively lead it.
“The mental load is not evenly distributed. Women are still expected to juggle it all. But leadership isn’t about waiting for change - it’s about making it happen.”
In this conversation, we dive into what it really takes for women to rise in leadership:
The reality of balancing career and family - especially in times of crisis.
From the war in Israel to the daily demands of leadership, Yulia sheds light on how external forces impact women’s choices. “Some women don’t have the privilege of choice.”
How workplace biases still persist - and how to push back.
Yulia shares her own experiences - being asked to take notes in meetings, expected to play a supportive role rather than a leadership one. “The way you say ‘no’ matters. Confidence isn’t just about what you say - it’s how you say it.”
Why speaking up is a career strategy.
Many women hesitate to claim their achievements. Yulia explains why enthusiasm and visibility are key to professional growth. “If you don’t put yourself forward, no one else will.”
How resilience isn’t about doing it alone but about having the right support.
Whether in war, career, or personal life, sisterhood and community make the difference. Yulia shares how Woman2Women pivoted during the war to provide a sense of belonging and strength.
This episode is for anyone who believes leadership should be built on talent - not gender.
If you’re looking for inspiration, practical career strategies, and a deeper understanding of the challenges and solutions for women in leadership, this one’s for you.
Noa Eshed: recognized as a thought leader by the Daily Telegraph. Her book "The Smart Marketer's Guide to Google Adwords” was an Amazon no.1 bestseller. Her digital marketing agency Bold Digital Architects has acclaimed several industry awards. She previously co-founded and distributed Israel’s only national magazine for students, and is a certified lawyer (Hebrew U grad) and journalist.
Ronen Menipaz: an Israeli investor, entrepreneur, tech advisor, and founder of numerous business ventures in the entertainment, adtech, and fintech space. During his 25 years of entrepreneurial experience, Ronen has been involved with over 100 startups in Israel, 30 of which he founded or co-founded. Two of those startups went public, while five were sold and four more are currently privately profitable companies.
