She begins candidly, "Pretty exciting. I often give presentations and demos about Copilot, but now it's about me. That's complicated and awkward." Her vulnerability sets the tone for a session full of personal insights about courage, visibility and the power of together. KWF funds hundreds of research projects each year, and the number of projects using AI is growing rapidly. A sampling of some of the research:
Being Visible
Femke began her career as a photographer. When she moved into IT, with no degree or training in the industry, she wondered: how do you find your place in a world where everyone seems smarter than you? Her answer: personal branding. "You don't have to fit perfectly into the picture. What's much more important is having guts, knowing where you want to go, taking steps and being visible."
Being visible means bringing others into your story. She already did that as a photographer. In Dubai, where everything seemed possible if you dared. And in New York, where she had to stand out amid fierce competition. By consistently showing what she was doing and where she wanted to go, opportunities came her way. Her lesson: "Don't wait for someone to give you permission. Step forward yourself. Claim your place as an expert."
Tell your story
Personal branding is not marketing hype; it is pure strategy. It takes time to build an audience. But by consistently sharing your story, you create a visibility flywheel - and yield partnerships, followers, leads or new opportunities. Not just for you. A story has eight times more reach when told by a collaborator. When you are visible, the whole organization elevators along.
So, how do you start? Femke's tip: "Choose a specific topic, your own niche. Create content that suits you, without expecting anything in return immediately. Find the balance between personal stories and business content. That's how you build a network, gain trust and become an authority step by step."
The more you tell your story, the more people will want to fit into that story."
Use AI
For Femke, using AI represents acceleration. It helps her create better content, summarize meetings, process insights, as well as research what her target audience needs. "For example, AI gives me a first draft of a blog that is 80% good, and I finish the rest myself. Don't share 100% AI content, no one reads that. Use it to work faster and smarter."
The power of communities
Research shows that people adopt new technology faster when they work together in strong communities. Learning from each other, asking questions in a safe environment and experimenting: that's the power of multiplication. "Set up or join a community yourself. You don't have to do it alone. Walk with someone, work together on a publication or organize an event. That's how you expand your network at lightning speed."
The most fun job on earth!
For Femke, everything revolves around these three pillars: personal branding, AI and community. Visibility creates opportunities, AI accelerates, and communities provide multiplication. Together they form a combination that not only strengthens your own career, but also your organization and the people around you. "By being visible, I make an impact. For my own role, my employer and my communities. And with that, I can now say I have the most fun job on earth!"
Where is your strength?
Femke's advice is clear: "Don't sit still. Choose a niche that suits you, share your expertise and position your personal brand. Join communities, collaborate and tell your story. This will create opportunities, connections and growth. For yourself and for others. Dare to be visible, take steps and claim your place in tech!"
