What the eyes fear, the hands do
In an era defined by rapid technological evolution and the relentless pursuit of innovation, the educational landscape stands on the precipice of profound transformation. Mila Smart Semeshkina, a visionary leader and the driving force behind Lectera.com, embodies this spirit of change. As the founder of Lectera.com and the Women’s Empowerment Council (WE Council), she navigates the intersection of technology and education, advocating for a future where learning transcends traditional boundaries. Her insights challenge us to embrace the unknown, to forge ahead into uncharted territories with courage and resolve. In her latest column, Ms Semeshkina shares her story of success and invites us to reflect on the essence of growth — how it is often found in the very fears we seek to overcome.
I come from a very small village in the Krasnodar region, and for me, it has always been crucial to create global projects. Since childhood, I have felt the limitations of the physical world in a small village, and this feeling has had a significant influence on my personality. I always wanted more — larger spaces, more significant opportunities, and interesting, large-scale people around me. This motivation has been a driving force behind my self-realisation in my work. All my projects, whether it’s Lectera or the WE Council, are about this — helping people achieve scale and providing them with that scale through online solutions.
Lectera was born out of a very personal challenge. While researching modern media for my PhD,, I found that the landscape was evolving faster than my studies could keep up with. Observations and conclusions that seemed relevant one month became outdated the next. This realisation led me to a pivotal question: if this is the case for media, what about more applied knowledge, like social media marketing or targeted advertising, where technologies evolve even faster? That’s when the idea of Fast Education took root — a method of quick and effective skill acquisition delivered through a platform that offers the most current courses.
In 2017, I began working on Lectera as a business. I assembled an international team of professionals and personally supervised every aspect, from product development to brand promotion and the creation of training content. When we launched in 2020, Lectera was available in five languages: English, German, Russian, Spanish, and Hindi. Experts quickly recognised our potential, calling us a future "black unicorn." By 2024, our user base had grown to 4 million people, with courses available in 15 languages. We’ve received numerous awards as the best platform for fast education and upskilling, particularly in regions like Asia, Africa, and Latin America, where access to quality education is often limited.
When I talk about my business, it’s important to understand that Lectera is built on a very specific philosophy: learning should be practical and immediately applicable. I don’t believe that long theoretical studies can truly transform a person’s life. We live in a fast-paced world, and I’m convinced that short, fast, practice-oriented learning is what we need today to tackle the challenges we face in our careers and personal lives. Our platform is designed to help people make significant leaps forward by offering courses that address real-world problems with real-world solutions. This practical approach not only enhances the learning experience but ensures that the knowledge gained can be applied immediately, creating tangible results.
My mission with Lectera has always been clear: to make quality training accessible and to open up new opportunities for people, no matter where they are. This mission is also the driving force behind the WE Council, an association I founded in 2023. The WE Council now unites over 30,000 women leaders who share personal and professional experiences, help each other, and learn together. Our WE Convention, the world's largest forum for women leaders, has become a platform for icons of female success, bringing together leaders like May Musk, Natalia Vodianova, Maria Sharapova, Carla Bruni, Irina Khakamada, members of the royal families of the Middle East, and CEOs of international companies like KraftHeinz, Visa, Mastercard, Microsoft, TikTok, and many others.
Of course, no growth comes without challenges, whether in your career or personal development. For me, one of the most significant transformations was the process of shedding my former identity as a salaried employee, accustomed to a stable income and comfortable conditions. The early days of Lectera were tough — the business didn’t take off as I had hoped, and I struggled to find my footing as an entrepreneur. Eventually, I realised that the problem wasn’t with the business; it was with me. I needed to create a new, stronger version of myself — one that could not only lead but also inspire others. This was a painful but necessary process. Once I embraced this transformation, the business began to grow, and I found a renewed sense of purpose and direction. The experience taught me that the key to overcoming obstacles is the ability to learn, adapt, and apply those lessons quickly and effectively.
The secret to success for an entrepreneur is a combination of mindset and willpower. Success is a complex concept, but I distinguish between hype and enduring achievement. You have to stay on the wave of success if you are to succeed. This requires constant work on your attitude, determination, and outlook. I am inspired by Bernard Arnault, the head of LVMH, who has been called “the wolf in the cashmere coat.” I admire his dignity, professionalism, visionary spirit, and his ability to build diverse businesses while maintaining his brand and integrity. He runs a real business focused on tangible results and real people.
Running a business in Dubai had never been a goal. I first came to Dubai in 2017, and at first, I didn't really understand the city. However, lawyers recommended starting a company here to handle Lectera's work in the Middle East, while our head office was in Miami, USA. In 2018, business in Dubai started to gain momentum, and I began coming here frequently. By the end of 2018, I had essentially moved to Dubai. Following the COVID-19 pandemic, we completely relocated the company to Dubai, making it our main hub for growth. Dubai is a city of innovation, where everything happens at breakneck speed. To thrive here, you have to run a hundred times faster than everyone else. You have to be super innovative, always one step ahead of the competition. This environment pushes you out of your comfort zone and into a space where growth and development are not just options — they are necessities.
I see many more pros than cons when it comes to doing business in Dubai. My business is global and mostly online, so the physical location of the business is less important. Everything in Dubai is highly flexible: companies can be opened quickly, residency is easy to obtain, hiring employees is straightforward, and there is no bureaucracy. Dubai is also a major transportation hub and a magnet for a vast number of people. The main disadvantage is the lengthy process of opening bank accounts, as the banking system in Dubai is still somewhat traditional and not very flexible.
As I look to the future, my ambitions are as bold as ever. The image of my future self is my primary motivator. I understand where I want to be and what skills I need to get there. I'm also motivated by the fact that my products genuinely change people's lives. It’s crucial for me to see tangible results from the effort I put into business development. My current focus is on scaling my business and exploring new, innovative formats for education. We’re leveraging cutting-edge technologies like artificial intelligence and blockchain to create learning experiences that are not only effective but also transformative.
Going forward, I’m deeply committed to continuing the work of the WE Council and WE Convention. I believe that women’s potential is still largely untapped, and I’m passionate about helping women around the world realise their full potential. Successful, confident, and happy women are the heart and soul of companies and families, and they are the ones who pass on values to the next generation. This is why I want to scale our WE Convention a hundredfold in the coming years.
My grandmother used to say, "What the eyes fear, the hands do," and I often repeat it when I have doubts or fears. When I get scared of my plans, their scope, tasks, or challenges, I still push forward into the fear. Because it is within those fears that growth happens. And it’s important to take it step by step — slowly but steadily. I can envision that finish line, even if I don’t see it in real life yet. The key is to keep moving towards the goal, even if the progress is gradual. I live with a motto, “Don’t lie to yourself.” I am a firm believer in looking at life clearly—not deceiving myself, being honest about my abilities and shortcomings, and working to become better every day.
My journey has taught me that growth is not just about acquiring knowledge — it’s about applying that knowledge in ways that make a real difference. Whether it’s through building a business like Lectera or creating global platforms for empowerment like the WE Council, I believe that the essence of growth lies in our ability to learn, adapt, and act. My most significant achievement is still ahead of me. But I’m confident that with the right mindset, the courage to face challenges, and the willingness to keep learning and applying, we can all continue to grow and achieve our goals.
