Larissa Pak is a managing director at the kaspi bank and an organizer of ideas' conference - TEDxAlmaty. Larissa believes in the viral and infectious power of the great ideas and invests her energy into spreading those. She also thinks that incremental to great ideas are the little details, which are essential for a great execution. Larissa's thesis was on "Linguistic and Extralinguistic means of the Language of Advertising". She holds degree in International Relations from Kazakh Institute of Languages and International Relations, graduate degree in Journalism and Public Relations from the Moscow State University, and is a graduate of the Advanced Management Program by Harvard Business School. She's a co-founder of the Kazakh PR Club "PR-shi", and was teaching at the Kazakhstan Institute of the Economics and Management. Her professional expertise is nested in events management working for organizing of trade fairs and an international media conference, corporate affairs in multinational company. Her last 6 years of work in marketing communications she dedicated to bringing kaspi bank's brand to TOM in Kazakhstan and helping it become #1 retail bank in the country. Bank's communications efforts are recognized by peers and consumers, who are now over 2 million people. Follow @larissapak on Twitter