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IWD interview with Danijela

Danijela, can you please tell us a bit about yourself?


Born and raised in Serbia, left at 17. Many people were leaving the country at the time during the fall of Yugoslavia, and my sister and I were on our own since I was 17… In USA I finished high school, bachelors and masters in design. Worked throughout education years in the restaurants and the bookshops, and schools. It was challenging. I lived in Boston, Philadelphia, New York, San Francisco, Mountain View, Oakland, Belgrade, Ljubljana.


What was your career path like and how has it progressed?


Chaotic and all over the place :) My career started in education as technology integration specialist, and later as UX designer in software development industry. Over time I moved into Digital Product Management, today I’m the Head of Product management at Dlabs in Slovenia and working with UK clients. I also dabble with Leadership coaching.

Do you find having experiences from different spheres of work to be a blessing or a curse when it comes to career advancement?

I remember a wise Jewish woman once told me when I was very young just getting out of high-school and scooping ice cream at the ice cream parlor. She said - take any job you can, do different things you’ll never regret it and you’ll be able to use those learning through out your life.
I carry those lessons with me throughout my life.

As a head of product management, what is it like to manage a large number of people and work on important projects?

Never boring! It’s versatile, and this is where I thrive and what I enjoy. I dislike routine, and predictability. Many tough problems to solve.
It is very difficult to be a people manager to inspire and enable people around you to do better. Be the best version of themselves.

Have you had mentors and how important is it to have one?


I never had an official mentor. Someone was assigned to me - here is your mentor.
Many people in life I saw as mentors. Starting with my birth mom, my American mom, older sister… lots of strong tough female in my life…I think that upbringing whether you have a very loving household, mom and dad that express love and support… or very strong female is a key to a succesful woman.
However in Career starting with my education, at my Masters program Phil who was also 12 years older than me…and we worked together at the university… I learned a lot from him that job should be loved and infused with fun. I had many phenomenal managers in my life… they were not your typical American corporate kind of managers, demanding authoritarian, result-driven… they were more humble and protective.
Ian in California amazing servant leader…. Providing everything I need to be succesful. Maurice in Mountain view how was inspirational, guiding, visionary… asking, never demanding. Jorge in NYC another amazing servant leader - I was fortunate to always work with the most amazing managers who were natural mentors, and often servant leaders. Kim, Elaine, Doris, Kate, …
If you are open to it, if you are looking - Lessons are all around you among people in your surrounding.
They guided me and inspired me, but never micromanaged and demanded. Over time I tired to emulate that behavior.
Most of my career was in technology and was dominantly male…


Do you seek inspiration and knowledge in books or people?


In both… always! I’m an avid reader and love theory - theories give you the bright light in the dark tunnel, they give you guide… but without actual life experience, life example theories are meaningless.
Think again - Adam Grant ; dare to lead brine brown
Helping - and Humble inquiry by Edgar Schein

You’ve been in high positions and oftentimes the only woman in the room. Do you have any tips on how women can have their voices heard?

When I was younger and trying to find answer to this question, many were suggesting that I should emulate behaviors of other in the room… meaning to wear a male suit and act like a man. Something in this advise didn’t sit with me well. My choice of industry was also guided by this notion… in order to succeed in education or tech industry, particularly in the silicon Vally - was not necessary required that you wear a male suit and act like a man. I was fortunate to find my way to the tech industry in the Silicon Vally where I felt safe to be myself, being intuitive female, trusting my knowledge and my skills and my information, and felt encouraged and brave to speak up.But I will say this - in my life I was in the room with men that felt brave to speak up even totally unprepared. I was never brave enough to show up and NOT be prepared (and I don’t know what it would be like if I ever did that). So being prepared was what kept me moving up and forward.

Women, more than men, tend to sell themselves short. Do you have any advice or any book recommendations for women on how to be better negotiators?

This was very true 10 years ago and more…but I feel like things are changing and it’s very good to see this change happening, we are not there yet but it is happening. 10 years ago I made sure to have a very good male friend and to ask straight up - teach me how to do this. We role played interviews, and talked a lot on this topic. I learned a lot from him. When mentor is not given to you, you ask for one. In the past few years I’ve mentored many women in my spare time and this mentorship usually starts with them asking me to help them out.
I read Lean in by Sheryl Sandberg back in 2013 and I remember that made a huge impact on my life. I remember thinking - wow this is exactly how I felt at time and in certain moments. Many criticized that book because Sheryl comes from privilege and her path to success was much easier to many other underprivileged woman. BUT still I cannot dismiss the power of her book almost 10 years ago.

Reflecting back on the past, what would you tell your younger self?

Exactly what I used to say - I would not change a thing. I lived by many different madras… starting withLive your life as you want to live not as someone demands from you. Believe in yourself, you can do this,Work hard, - honestly nothin in my life came easy, and I learned hard way to understand that we need to work in order to have.One of my favorite mantras - act with kindness, you will receive kindness. to reach your dreams and your potential.