Exclusive Trusted Magazine Q&A with Danielle Biton, Owner @E.D.I Energy
How could you describe your career path in few words?
I started my career in a very traditional way by going to the university. I started to study when I was 19 and I fell in love with it. That passion of mine got me to finish up three degrees in four years. I graduated from an M.A in business administration and computer science.
An M.B.A in business and innovation and an M.S in Entrepreurship from the City University of New York. While I studied I worked for several high tech companies in full time positions as an international project manager and product manager. I graduated when I was 23, worked for Intel and had earned more than a 23 years old girl could have ever dreamed of. But still I felt as if it wasn’t enough.
I Kept on looking for new opportunities, I seeked for a way to bring more value and impact into this world. That’s when I met Adi my Co-founder. He worked for the renewables for 10 years and just by telling me about his profession – he made me fall in love with the renewable energy filed. That was the moment when I know that I wanted to push the renewable energy field Forword, by opening up a company of my own. We started the company in 2020, when I was 24 years. The company’s vision is to be the biggest privately held green electricity producer in Israel. As for now our company holds more than 60 MW of operating solar systems and storage systems. We have 25 years contract with the local electricity company, where they commit to buy the electricity that we produce in a fix price.
What was your most challenging experience and has it changed your mindset?
My most challenging experience was to work in a very old fashioned industry without relevant background. I jumped myself into the deep water and I needed to learn how to swim and fast. When we began, our first challenge was to rent as many rooftops/greenhouses/water reservoirs spaces as we can, while we had no past clients that could recommend us.
Having a big client track record is the number one reasons why companies fail at their first year. The contracts that we need to sign with the space owners, are for 25 years, and there is a lot of concerns that fades once you give them a client that recommends you.
In Israel, the biggest rooftops are in the agricultural field and in the industrial factories. Trying to find my way in to the farmers and manufacturer’s hart (and roof spaces) was not easy. I am blonde, 1.60 meters tall, I was 24 at that time, and they did not take me seriously. It took me a while until I persuaded my first client, and then after I succeed in my first project, the company had sky rocket. We had more than 10 MW’s of contracts that needed to be installed in the next year, in money values that is over 9 million dollars that we needed to raise in a quarter. Then I meat another problem – I needed to finance those projects.
I had to work with the first small bank that believed in me, then approved a lawn of 1 million dollar (that was 1/8 of when I needed!) it was only when I received the first funds from the local electricity company, when they cleared us for the next 7 million dollars.
Now, three years later, we raised over 50 million USD for our systems, we employ more than 30 people around Israel and the USA, and we are still own 100% of the company’s shares. Having the need to constantly prove myself is a special need that I think is mostly save for women. When people see me today, they still can’t figure out how I do it. They call me “the princess of solar” and I am proud of it.
As woman we have special qualities that are reserved just for us - we have emotional intelligence, very strong intuition and we lack ego. Those qualities are what helped me to work fast and prove my abilities.
Based on your experience, what’s the key success factor for a female leader / manager?
In today's fast-paced and ever-changing business landscape, effective leadership and management skills are crucial for success. Women leaders who possess strong interpersonal skills can create a positive and productive work environment that fosters innovation, creativity, and teamwork. These skills include active listening, empathy, collaboration, and the ability to provide feedback and recognition to team members.
Active listening is a critical skill for effective leadership, as it allows leaders to better understand their team members' perspectives and needs. Empathy is also essential, as it enables leaders to connect with their team members on a personal level, build trust and rapport, and create a safe and supportive work environment. Collaboration is also vital, as it allows leaders to work with their team members to achieve common goals and address complex challenges.
In addition to interpersonal skills, women leaders who prioritize continuous learning, strategic thinking, and adaptability can navigate complex challenges and opportunities with confidence and agility. Continuous learning allows leaders to stay up-to-date with industry trends, best practices, and emerging technologies. Strategic thinking enables leaders to develop and execute effective strategies that align with the organization's goals and values. Adaptability is also critical, as it enables leaders to respond quickly to changes and make informed decisions in uncertain situations.
Finally, having a strong support system, including mentors, sponsors, and allies, can help women leaders overcome barriers and succeed in their roles. Mentors can provide guidance, advice, and support based on their own experiences, while sponsors can advocate for their mentees' career advancement and provide opportunities for growth and development. Allies can also support women leaders by promoting gender equality, diversity, and inclusion in the workplace and advocating for policies and initiatives that promote these values.
In conclusion, the key success factor for a female leader/manager is the ability to effectively communicate and build relationships with team members, peers, and stakeholders. Women leaders who possess strong interpersonal skills, prioritize continuous learning, strategic thinking, and adaptability, and have a strong support system can navigate complex challenges and achieve success in their roles. By empowering and supporting women leaders, organizations can create more inclusive and diverse workplaces that foster innovation, creativity, and teamwork.
