Women in Tech: Interview with Diana Akchurina, Tech Founder and Mentor

HackerNoon editorial team has launched this interview series with women in tech to celebrate their achievements and share their struggles. We need more women in technology, and by sharing stories, we can encourage many girls to follow their dreams. Share your story today!

HN Member: Tell us about yourself!

Diana: Hello! My name is Diana Akchurina. In 2016, I founded Easy Communications, an agency specializing in marketing communications. We provide communication management services primarily to clients in the tech industry. For example, we have collaborated with a manufacturer of data storage systems for a company that makes smart devices for communication.

Before that, I worked as an employee in IT companies, providing marketing support. I am a mentor for Women in Tech and ADPlist. I have been a digital nomad for over six years, and I have two children. Currently, I reside in Barcelona.

HN Member: Why did you choose this field in the first place?

Diana: My first job had to do with Public Relations. I worked at a PR agency that specialized in clients from the IT and Telecom sectors. I enjoyed and became passionate about my work. To me, It was important to be part of an industry that is constantly evolving, changing, and making people's lives more convenient, productive, and interesting. I felt a sense of connection to that. I was also impressed by the people who worked in the industry—they had a passion for what they did, engaged in things that interested me, and were constantly growing and developing.

HN Member: What tech are you most excited/passionate about right now and why? What tech are you most worried about right now and why?

Diana: I have one answer to both of these questions. It is artificial intelligence. On one hand, I am immensely pleased to have such a wonderful assistant like ChatGPT that makes our lives easier and more efficient. On the other hand, this technology frightens me because it is unclear what awaits us. Will artificial intelligence replace humans or not? Are we headed toward a machine uprising? Which professions will disappear, and which ones will remain? Currently, there are more questions than answers surrounding these concerns.

HN Member: What are your hobbies and interests outside of tech?

Diana: My main hobby is raising children. I have two children—my daughter is three years old, and my son is five. My greatest desire is to raise children who are prepared for a rapidly changing world. Developing emotional intelligence, critical thinking, creativity, communication skills, and adaptability are the key areas I focus on. But how can I do this if I don't always possess these qualities myself? First and foremost, I need to recognize where there are gaps, constantly learn and grow myself, and seek sources of knowledge for both me and my children.

I also pay special attention to mental well-being. Being an entrepreneur, working in the tech industry where staying up-to-date is crucial due to ever-evolving technologies, and being a mother all require significant emotional involvement. To stay in shape, I try to engage in physical activities, maintain a balanced diet and sleep routine, seek out positive emotions, and socialize with people.

HN Member: Let's talk about breaking the glass ceiling. What were the biggest challenges you faced as a woman in tech, and how did you deal with them?

Diana: Since I didn't have a technical background, the first challenge for me was to understand what the company I was writing a press release for did when I started working at the PR agency. Firewalls, security systems—what were they? Initially, I felt a great deal of apprehension. However, it became easier as time went on. With each new topic, new business direction, and new client, understanding what the company was all about became simpler. Now, it's not difficult for me to grasp technical issues at the level required for my work.

I believe that in the tech industry, there is often an opinion that it's challenging for women to understand technical matters. Yes, it may be more challenging, especially for those without technical education, compared to men. However, anyone who is determined can achieve success and perform their work effectively with ease.

HN Member: Any questionable misogynistic story/situation you faced/handled, and you want to share with the HackerNoon Fam?

Diana: Currently, I am studying to become a product manager, and recently, I volunteered for a project involving product development. The team leader made what I considered to be very odd comments. For example, he would say things like, "Well, she's a woman, who knows, everything keeps changing for her constantly. Today it's one thing in the technical requirements, tomorrow it's something else," or "I don't know how old she is, maybe 40, but she definitely looks older."

In my understanding, no one should make such comments. It shows a lack of manners and an incorrect attitude towards gender, which is unacceptable. I didn't want to work in a team like that.

As for the teams I have worked with in the past, I have never experienced a sense of division based on gender. The colleagues treated each other with respect, recognizing each other as individuals, and it didn't matter what gender someone was.

HN Member: What was the biggest setback/failure that you faced, and how did you manage it?

Diana: I can't recall any vivid examples of setbacks or failures at the moment. I believe that in our work routine, we often encounter various situations, and the most important thing is how we react to them. Any negative incident should be perceived as a step towards improvement, a way to become better.

I'd like to share a story that helped me change my perspective on work/life balance. When I became pregnant with my second child, one of my thoughts related to work was that I wouldn't be able to be effective while simultaneously managing projects and raising children. But a colleague told me that very soon after the birth of the children, I would likely find the monotony of everyday tasks boring and would need to engage in different activities to avoid getting bored. "Think about it, don't give up on the project," she added. It was a significant step for me at that time, and I decided to listen to my experienced colleague. And you know what? It worked. I didn't experience postpartum depression, and switching activities helped me cope with the challenges in the first few months after giving birth to my child.

HN Member: What's your biggest achievement that you're really proud of?

Diana: My greatest achievement, which I am proud of, is establishing a marketing communications agency while embracing a digital nomad lifestyle. The ability to organize work with like-minded individuals, execute interesting projects, and travel simultaneously is incredibly fulfilling. I am delighted that modern technologies enable flexibility. I also appreciate the approach of contemporary tech companies toward organizing work. Having flexible hours and the freedom to work from anywhere is a tremendous support for women who want to balance career development with family responsibilities.

HN Member: In your opinion, why do we see this huge gender gap in the tech industry, and how can we reduce it?

Diana: I believe that historically, men dominated the fields related to technology. This was due to a certain division of roles in society, where women were primarily responsible for the family and childcare, while men went to work and earned money. However, over the years, the situation has been changing. Women, in general, have been increasingly involved in the workforce rather than focusing solely on household duties. As a result, there is an increase in the number of IT jobs, including women in top management positions.

In many IT companies, there still remains a "masculine" culture where one needs to fit in. This also affects how women are perceived in the workplace and their ability to adapt. How can we change this situation? By hiring more women and explaining to men that certain feminine traits and skills can strengthen a team. In other words, making men allies.

Furthermore, it is typically the case that fewer women pursue careers in technology, which also contributes to the gender gap in the tech industry. However, recently, more opportunities have emerged to acquire IT education as an additional skill through online formats.

Also, in my opinion, many women are perfectionists. For example, they may not apply for a job if they feel they don't meet 100% of the required skills. This mindset stems from childhood and the societal systems in which we were raised. How often have we heard statements like, "Well, you're a girl! This is not for girls"? To ensure our children do not fall into this gender trap, we should avoid repeating the patterns from our past. I did not face such pressure in my childhood, and I was even the class president for a year in school. And nobody looked at me differently because I was a girl. I believe this influenced how I perceive myself and my life.

HN Member: Who is your tech idol? Why?

Diana: I don't have a specific idol, or at least I can't name a specific person. For me, all women who have been able to create their own companies, become top executives, achieve success, and raise children, not just in the tech industry but overall, are examples to me.

HN Member: Do you have any advice for aspiring girls who want to join the field?

Diana: I highly recommend that you believe in your own abilities. Many girls, unfortunately, underestimate their achievements—they accomplish many important and significant things but believe there is nothing special about them. You need to learn how to "sell" yourself, imagine that you are pitching a startup, and that startup is you. What is the most important thing about yourself that you can convey in a short period of time?

Also, focus. In our time, there is an abundance of information, often with many unnecessary tasks and excessive communication. Social media, toxic people, and time spent to get to the office—eliminate distracting factors from your life, set specific goals, and focus on them. With determination, you will surely succeed!