8.3 min read

Isabella De Michelis

As the CEO and founder of ErnieApp, Isabella de Michelis is working to reshape the digital economy by putting power in the hands of users. She frequently uses LinkedIn to stay informed on emerging tech trends and debates by seeing what topics people are discussing.

Table of contents

Get to know Isabella

Your career at a glance

Over the past three decades, Isabella has led eight different companies with a vision and dedication that caused each business to consider her a vital and irreplaceable part of their success.

Describe yourself in 3 words

  • Opinionated
  • Committed
  • Altruist

On a scale of 1 to 5, where are you today in life?

On a scale of 1 to 5, where are you today in your career?

On a scale of 1 to 5, how happy are you today with your life?

Your favourite book?

Sun Tzu’s The Art of War. Its timeless insights on strategic understanding oneself and others to achieve victory through influence rather than direct force still guide me to find graceful, empathetic paths forward, creatively solving challenges.

Your favourite quote?

“Privacy is an insurance policy to keep your democracy.” These wise words from Peter A. Winn remind us that democratic freedoms require space for dissenting thought and self-determination, away from watchful eyes.

What childhood passion have you lost in adulthood?

Underwater fishing. As a child, I enjoyed exploring the hidden marine world through snorkelling.

Which passion or pastime will you never let go of?

The quest for knowledge. My lifelong love of learning ensures this journey of discovery never feels complete, as each new experience offers the potential to expand my mind.

Your dream of a completely different second career?

I will keep founding companies forever. It’s a bit of an addiction — the challenge of starting something new from nothing and building it into a success is very rewarding.

Cut loose from all strings, what would you like to do with your life?

Spend more quality time with my family. Life’s deepest adventures unfold among family.

"My golden piece of advice to young women starting out in technology is never give up! Drive your ideas through against all odds."

Isabella’s career

Your work motivations?

The feedback from my team was both positive and negative. Leading through open dialogue where all voices contribute empowers progress. Confronting challenges respectfully as a united team and witnessing their support for one another inspires my own best work daily.

Your family’s contribution to your career?

My family has always been my greatest source of support as I pursue my career path and aspirations. They instilled a strong sense of confidence, perseverance, and work ethic in me from a young age. Their encouragement knows no bounds — I can rely on their comfort, wisdom, and reassurance whenever challenges arise to help me push through obstacles.

The biggest obstacles to career growth in our industry?

Unconscious biases still impact women disproportionately. Implicit assumptions about things like leadership or family roles can lessen opportunities.

Overcoming this requires awareness at both individual and organisational levels, along with accountability and active steps to promote true diversity and inclusion. A fair, merit-based culture will strengthen our industry.

Your biggest obstacles facing the technology industry?

One of the ongoing challenges is overcoming systemic gender biases that can disproportionately impact women's careers and limit their full participation.

To strengthen the industry, more focus is needed on addressing both implicit and explicit biases through awareness, accountability, and cultivating a truly inclusive culture where all voices are empowered without prejudice.

What have you gotten noticed for throughout your career?

My work is defined by a relentless dedication to innovating creative solutions and seeing projects through from inception to completion, no matter the challenges. From the earliest conceptual stages, I approach each endeavour with passion.

The major accelerators for success in our field?

Credibility. Once you can make a name for yourself, the rest just goes so much easier.

What question do you get asked most often in your line of work?

"Would you do it all again?"

What do you enjoy most about your job?

I enjoy being at the forefront of constant innovation to overcome real-world issues. By demonstrating how technological progress can directly enhance lives, I find fulfilment in helping others appreciate change for good.

Your golden piece of advice to young women starting out in technology

I would advise young women starting in technology to pursue their ideas fearlessly while building community. Passion and perseverance will carry your concepts far, so don't doubt big dreams.

What is your leadership style?

Leadership style depends greatly on company culture and stage of growth. As the CEO of a startup, my priority has been executing our bold vision efficiently to gain early traction. This requires a degree of authority to empower quick decision-making.

Which supporting skills have helped you most as a leader?

My multicultural upbringing, language skills, and sensitivity to cultural nuances have been invaluable leadership assets. Truly understanding diverse perspectives fosters rapport and appreciation within teams. Equally important is listening not just to the words but discerning deeper needs, motivations, and concerns to guide empathetically.

How have you gained commitment from your team?

Gaining true commitment requires demonstrating care through actions, not just words. I've led by example with hard work, learning, and fairness and made myself available to listen without judgment. Empowering teams with autonomy within clear expectations breeds motivation that we all can win.

How do you make decisions?

Past experiences.

Can you detail an error you made while managing a customer?

By being efficient and gentle I can usually avoid problems at customer care level.

How do you keep in mind the customer experience in your daily work?

Ensuring a positive customer experience must be a constant priority in all that we do. While it's easy to get caught up in day-to-day tasks, I make a conscious effort to view our work through the customer lens.

How has being a woman affected your career?

Negatively

Would you recommend a career in technology to young girls?

Absolutely!

"The biggest obstacle to career growth in our industry for me is the discrimination against females."

Let’s get technical

Explain the technology that drives your current business.

ErnieApp is a Privacy Knowledge Manager. It makes it easy for everyone to exercise privacy rights and manage data-sharing preferences for digital services. From one place, in your hand, with one click, in real-time, you can set your privacy preferences, sync them across your devices, and ensure your choices are respected.

What is technology for you?

For me, technology is a means to connect people and solve problems. Rather than an end in itself, it provides tools that can increase opportunity, accessibility, and understanding when guided by goals of positive social impact. The real value is how technologies bring more of the world together and empower humanity.

What are your views on future technology trends?

I'm optimistic about the potential of emerging technologies if developed and applied responsibly. AI and the metaverse show potential but need work on transparency, fairness, and privacy. Mobile is getting better over time and the internet needs a proper clean up. Continued efforts on online safety, access, and oversight can unlock further benefits. I'm always on the lookout for new technologies in the communication and information space. Another interesting trend is robotics and health care. Although I know less about them, I still think they are fascinating.

In your opinion, what is the greatest technological invention and why?

If I had to choose one technological invention that has had the greatest impact, I would say the cellphone. By allowing on-the-go wireless communication, cellphones truly revolutionised how we connect. Now, we can communicate with people across the globe.

Rate these technologies from highest to least impact on business.

  1. Smartphones
  2. 5G
  3. Edge Cloud
  4. Social Media
  5. IoT
  6. 6G
  7. Blockchain
  8. Security
  9. AI
  10. Chat GPT
  11. Human-like robots
  12. 3D printing

Can technology do good for society, or would it be better off without it? Explain.

It can do good - but it is important to do an economic impact assessment before committing to massive deployments.

How do you keep your technology skills up to date?

I keep my tech skills sharp through hands-on learning, coursework, and industry newsletters. Attending meetups and conferences exposes me to new ideas and tools while teaching others cements my own knowledge.

Which online tools facilitate your day-to-day job?

Quora is a top favourite of mine due to the thoughtful discussions that take place across many different subject areas. Seeing various perspectives shared makes it an insightful place to learn.

LinkedIn is highly valuable for professional networking and keeping apprised of industry news and developments through connecting with colleagues and following discussions. The opportunity to actively engage in my field online makes it engaging.

Your favourite websites?

As mentioned before Quora and LinkedIn.

Where CBInsights provides robust market research and data supporting strategic decisions, Statista offers interesting statistics on diverse topics. Instagram inspires creativity through visual content.

Collectively, these sites facilitate learning through interaction, strong analytics, and engaging presentation formats, making them mainstay resources.

Your favourite and least favourite technology products?

Translator apps and search engines are my favourite ones.
Social media sites have their uses but can feel like a chore to dedicate much time to. While maintaining a presence is advantageous, the experience lacks the passion of my top favourites.

News sites are important for keeping informed but seldom inspire joy in the same way as outlets centred around exploration and learning. Function overshadows fun.

This or that?

Read the instruction manual

Just figure it out

Early adopter

Proven enthusiast

Laptop

Desktop

Apple

Windows

Fail at something

Never attempt it

Listen to the mind

Listen to the body

IOS

Android

E-book

Physical book

Flying cars

Personal robots

Google

Bing

Email

Phone call

Brainstorming session

Solo research

Packed lunch

Cafeteria

Work late

Start early

High Heels

Flats