Women in Tech: 20fifty's Catherine Lückhoff on the power of diversity

Working in the male dominated field of tech can come with challenges for women but it's important to recognize that unique perspectives can drive innovation and better outcomes.

That's the view of Catherine Lückhoff, co-founder and CEO of 20fifty, who recently spoke to Connecting Africa as part of a Women in Tech series.

"I don't view this situation as a disadvantage, but as an opportunity to showcase the value of diverse leadership," she said.

20fifty is a service design lead software development company that combines a passion for problem solving with serverless cloud technology, human-centered design and artificial intelligence (AI)-powered solutions to build world-class products that shape Africa's collective future for the better.

Ahead of Africa Tech Festival 2024, which features the EQL:Lounge - a dedicated space where women and allies come together to learn about key industry trends and nurture meaningful connections - Connecting Africa spoke to Lückhoff spoke about her career in tech so far and her advice for girls, and women who are interested in pursuing a career in technology.

"Don't be afraid to take risks. Apply for that job or pitch that idea, even if you don't feel 100% ready. Growth often happens outside your comfort zone," she said.

When it comes to the challenges she has faced as a woman in tech, she said the biggest one has been getting out of her own way, and she overcame this by embracing her authenticity, trusting her abilities and focusing on her strengths rather than perceived weaknesses.

Read the full Q&A below:

Connecting Africa (CA): What inspired you to pursue a career in entrepreneurship?

Catherine Lückhoff (CL): My inspiration to start a career in entrepreneurship came unexpectedly during my fourth year at university.

After completing an internship with an international communications and design company, I was presented with an exciting opportunity. Woolworths Financial Services approached me to publish their monthly internal magazine. This offer was a pivotal moment for me.

I saw it as a chance to apply the skills I had gained during my internship while also continuing my studies. To manage this project professionally, I set up my first business as a vehicle for invoicing.

This experience opened my eyes to the possibilities of entrepreneurship and the satisfaction of running my own venture. The combination of practical work experience, academic knowledge and the thrill of building something of my own inspired me to pursue entrepreneurship as a career path.

Since then, I've never looked back, as it ignited a passion for creating and managing businesses.

CA: How did you get started in the industry?

CL: I entered the tech industry in 2004, coinciding with the rise of social media. My company focused on collaborating with digital, tech, and entertainment giants such as Sun Microsystems, Media24, SpaceStation, Red Bull and DStv.

We specialized in bringing both online and offline campaigns to life, and as mobile technology became ubiquitous, we incorporated it into our strategies. Our work bridged the gap between traditional marketing and emerging digital platforms, positioning us at the forefront of the tech industry's rapid evolution.

My understanding of the tech landscape continued to grow through exposure to leading conferences, tech specialists, and guidance from patient developer friends. While I'm not technical myself, this knowledge allowed me to effectively lead technical teams in building scalable and sustainable solutions.

CA: What technical and soft skills do you believe are currently in demand and most important for women to succeed in tech today?

CL: In my opinion the combination of technical and soft skills is crucial for success.

On the technical side, proficiency in programming languages such as Flutter and GoLang remains highly valuable. Knowledge of cloud computing platforms such as AWS or Azure is increasingly important.

Data analysis skills, including machine learning and AI, are in high demand across various sectors. Cybersecurity expertise is also crucial as digital threats continue to evolve.

However, equally important are soft skills. Strong communication abilities are essential, both for explaining complex technical concepts and for effective teamwork. In other words, learn the art of storytelling.

Problem-solving and critical thinking skills are vital in a field that's all about innovation and overcoming challenges. Adaptability is key in the fast-paced tech world, where new technologies emerge constantly.

Leadership and project management skills are particularly valuable as they can set you apart and open doors to higher-level positions.

I believe that for women in tech, developing a growth mindset and resilience are especially key. These qualities help in navigating challenges and persisting in a field where we're often underrepresented.

Networking skills are also crucial – building and maintaining professional relationships can lead to mentorship opportunities, collaborations and career advancements.

Ultimately, the most successful women in tech are those who combine technical expertise with these essential soft skills, allowing them to not only excel in their specific roles but also to drive innovation, lead teams and shape the future of the industry.

CA: What are some of the biggest challenges you've faced as a woman in tech, and how have you overcome them?

CL: One of the biggest challenges I've faced as a woman in tech has been getting out of my own way.

This simple phrase encapsulates a complex set of internal barriers that I, like many women in this industry, have had to overcome.

Initially, I found myself battling imposter syndrome, second-guessing my abilities and questioning whether I truly belonged in tech leadership roles. I also struggled with the tendency to over-prepare and aim for perfection, often holding myself back from opportunities if I didn't feel 100% ready.

Overcoming these self-imposed limitations required a shift in mindset. I learned to recognize and challenge my self-doubts, to take risks even when I felt uncertain and to view failures as learning opportunities rather than confirmations of inadequacy.

Importantly, I realized that many of these internal challenges stemmed from external biases and stereotypes prevalent in the tech industry. By acknowledging this, I was able to separate my true capabilities from societal expectations and gain confidence in my unique perspective and skills.

Ultimately, 'getting out of my own way' meant embracing my authenticity, trusting my abilities and focusing on my strengths rather than perceived weaknesses.

It's an ongoing process, but one that has allowed me to navigate the tech world more effectively and hopefully inspire other women to do the same.

CA: How do you handle situations where you might be the only woman in the room?

CL: When I'm the only woman in the room, I trust in myself and rely on my experience and expertise to guide me. Years in the tech industry have honed my skills and knowledge, earning my place at the table.

I recognize that my unique perspective as often the sole female voice can drive innovation and better outcomes. I don't view this situation as a disadvantage, but as an opportunity to showcase the value of diverse leadership.

My goal is not just to participate, but to excel and pave the way for more women to join these rooms in the future. My confidence and reliance on my skills serve both my current role and the next generation of women in tech.

Catherine Lückhoff believes a combination of technical and soft skills are crucial for success. (Source: ConnectHER Event - September 2024)

CA: Can you share any resources for networking, mentorship and community development that have contributed to your journey in tech?

CL: I highly recommend organizations such a Women in Tech and Future Females. There are also amazing conferences and events that happen throughout the year.

Take a look at what organizations and conference organizers such as HeavyChef, Africa Tech Festival, Innovation City, AWS and many others have on offer.

In addition, you can join online platforms such as LinkedIn which offers great connections and interesting and insightful communities; the ZATech or Women in AI Slack Channels; or, one of my all-time favorites, Exponential View.

In terms of professional development, you can't go wrong with upskilling yourself through Coursera or Udemy courses.

There are also many tech hubs and incubators that offer support and learning. Look out for WeThinkCode or HyperionDev.

I am also a big fan of podcasts and can really recommend Everything Everywhere, Discover Daily by Perplexity, Narrated by MIT Technology Review, Search Engine and Women in Tech.

CA: What advice would you give to girls, and women who are interested in pursuing a career in technology?

CL: My advice would be:

CA: What emerging technologies or trends are you most excited about, and how do you see them shaping the future of the tech industry in Africa? 

CL: Within the African context I am particularly excited about four key areas that I believe will significantly shape our continent's future.

I see these technologies shaping Africa's future by:

To fully harness the potential of these technologies in Africa, we need a collaborative ecosystem. This requires supportive government legislation, private sector funding, and the active involvement of experienced entrepreneurs to guide new entrants.

Tech leaders have a responsibility to not only innovate, but also to mentor the next generation. By ensuring these technologies are accessible and adapted to local contexts, and with the right support structures in place, we can create solutions that address Africa's unique challenges while having the potential to scale globally.

Our success hinges on this holistic approach, combining innovation, mentorship, and strategic support to drive transformative changes across the continent.

CA: How do you see the role of women in tech evolving in Africa over the next decade?

CL: I see the role of women in tech in Africa evolving significantly over the next decade. We're likely to witness increased representation across all levels, from entry-level positions to leadership roles, driven by improved access to science, technology, engineering and mathematics (STEM) education and growing awareness of tech career opportunities.

I anticipate a surge in women-led tech startups addressing Africa-specific challenges, contributing to innovation and economic growth. As more women enter the field, we'll see stronger support networks, mentorship programs, and community-building initiatives.

Women will increasingly develop expertise in emerging technologies like AI, blockchain, and renewable energy, positioning themselves at the forefront of innovation.

While challenges will persist, I'm optimistic that women will play a crucial role in shaping tech policies, driving social impact through technology, and gaining recognition on the global stage.

The key to this positive evolution will be sustaining and accelerating these trends through continued education, mentorship, policy support, and investment in women-led initiatives.

* Catherine Lückhoff is one of the speakers in the EQL:Lounge at Africa Tech Festival taking place from November 12 - 14, 2024, in Cape Town, South Africa. She will be giving a keynote address titled Augmented Futures: Harnessing AI-Human Partnerships to Drive Innovation. The EQL:Lounge is a dedicated space where women and allies come together to learn about key industry trends and nurture meaningful connections. You can find the agenda here and register for the event here.

* Connecting Africa is a media partner for InspiringFifty Africa 2024 and the EQL:Lounge at Africa Tech Festival.

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