Company: DetaiLED Solutions

LAVNCH [CODE]: What have been some of the biggest challenges you’ve faced as a woman in business, and how have you overcome them?

KRIS SURU: In my life in general, I’ve grown up around men and had many friends who were MALE. I feel like a lot of my personality was formed by being around masculine energy for most of my childhood and teenage years. So feeling excluded from “The Boys Club” is a difficult thing for me to process. Many times, as I allow my personality to shine, and my male co-workers get to know me, that barrier tends to fade. But there have been times in my career where I was barred from speaking—specifically one example was I was not allowed to directly address the COO of my company because I was too “direct” and the COO didn’t respond well to strong women. There were many things wrong with that company culture and, in the end, I decided to go where my talents are appreciated. I’m much happier now. I’m less overworked, better compensated, and given more freedom to truly exercise my talents and skills.

LAVNCH [CODE]: How do you stay motivated and focused when faced with setbacks or obstacles?

KS: I love obstacles. It’s a challenge, and I say “Challenge Accepted.” Of course I plan as best I can so that my operations go smoothly. But the best laid plans of mice and men often go awry, and I feel like my time to shine is thinking on my feet. There is no better feeling than being able to laugh about the things that went wrong when the big picture went right.

LAVNCH [CODE]: How do you approach risk-taking in business?

Kris Suru at accepts the Best Entertainment Venue award at DSE 2022.

KS: Methodically. I like testing small waters first and then applying that knowledge, gradually, to larger projects. As a digital marketer, I would say the biggest risks I take are with my ad budget and sometimes ROI is hard to track on exposure. I might spend a small part of my budget on an experiment and see how it performs—then, depending on results, I will either proceed or redesign my strategy. I view my content and creation as infinite. As long as I can dedicate the time to creating media, I can create media.

But ad dollars are not infinite. At some point, the money I spend on my marketing has to come back to the company and benefit business; otherwise, there is not much need for my position. So to sum up my view on risk-taking, it depends on what the potential benefit to my company is as well as the likelihood of success.

LAVNCH [CODE]: Who is a woman you admire in the tech industry and why?

KS: Hedy Lamarr is one of my all time idols. I adore the golden age of film and the Hollywood starlets of the 40’s & 50’s. How incredible is it that an American film actress with such beauty and talent also had the brains—dubbed the “mother of wi-fi,” Hedy Lamarr developed frequency hopping technology. One day, I too hope to be an actress with a little known talent for technology and sciences.

LAVNCH [CODE]: What’s your favorite book, movie, or song about female empowerment?

KS: Bitch by Meredith Brooks. “I’m a bitch; I’m a lover. I’m a child; I’m a mother. I’m a sinner; I’m a saint. And I do not feel ashamed.” Those lyrics resonate with me.

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