With a passion for tech, e-commerce and video – Sukhinder Singh Cassidy has a resume to admire and is now leading the way with her company Joyus. She shares her advice for fellow tech entrepreneurs.

My passion for all things tech began when…

In 1998, when I ended up at the first e-commerce shopping company that helped consumers price compare across books, video, apparel and other items. It was bought by Amazon, where I spent the next year launching the very first version of Amazon marketplace. That is when my passion for shopping online began.

What inspired me to start Joyus…

After being CEO of Polyvore and managing YouTube as part of my international responsibilities at Google, I saw how much women love inspiring lifestyle content – from beautiful collages to hauling videos. But as video online was exploding, I realized there was no easy way to watch and shop inspiring and fun videos about fashion, beauty and lifestyle products at the same time. That’s how the idea for Joyus was born.

Best advice for fellow tech entrepreneurs…

Know your trademark strengths. You are building a company around you, and you need to know where you excel uniquely so you can make your greatest contributions. But you also need great self-awareness so you can build the strongest team of leaders around you, who also complement the areas of your development, with no ego about acknowledging what you’re not great at.

The area of technology that excites me the most…

Mobile video. I am in love with vertical video right now and I think we’re going to see amazing new shows and premium content that debut on the phone, designed for the phone, in great new formats.

What is the Boardlist…

The Boardlist is a curated talent marketplace for the tech community to recommend, discover and connect highly qualified women leaders with great tech board opportunities at scale.

My vision for the Boardlist is…

To accelerate gender diversity on private tech company boards, where there are also not enough great women leaders in the boardroom. We know when we put more women leaders in boardrooms, including tech startups – company performance rises, and so do the number of visible female role models in our industry.

I love what I do because…

I get to exercise my full creativity and my full analytical ability every day on the job. It is fast paced, diverse work, in areas I also love – fashion, beauty, lifestyle, and giving women more delight daily in small doses. As busy women, who doesn’t need that?