These words of the famous American architect Daniel H. Burnham became the motto of our heroine’s life and defined the goals, principles, and mission of this bright, charismatic, persistent American businesswoman of Ukrainian origin, Diana Hetun. We talked about what prompted her to create such a stunning and exclusive award ceremony and presentation of the unique book “TOP 100 USA Entrepreneurs with Ukrainian origins” and what qualities a person should possess to be a leader and achieve results.
Diana, your project is unique in the world. Can you tell us how you came up with this idea, how long you have been working in the event organization and publishing field, and where you started your career?
Since childhood, I dreamed of becoming an entrepreneur. I always watched with interest as my parents, who are also entrepreneurs, took on responsibility, confidently moved towards success, and never gave up. I opened my first business in 2013, which was a photo exhibition called “JUST ART” – a unique project that had no analogs in the world. In 2015, I founded the local glossy magazine “Just One”. At the same time, I organized children’s fashion days in Ternopil. After 5 years, when the magazine became a large-scale publication and continued to hold leading positions in the publishing market of Ternopil, I put it up for sale. Since all my projects had an impeccable reputation, the sale was completed in one day.
I always strived for freedom and scalability in business, and at the time of the sale of the magazine, I wanted something more global and significant. An analysis of all the issues of “Just One” during its existence showed that the “Person of the Year” project, where successful citizens were awarded, was particularly popular among Ternopil residents. The idea of scaling up this project came immediately, and at the end of 2021, I founded a new star project called “TOP.UA”, which was successful until the start of the full-scale invasion of russia into our territory. The project turned out to be very successful, so considering the impossibility of managing it in conditions of war, it was decided to relocate the company to the United States. Together with my business partner Taras Lavrovskyi, we registered the company in the USA on November 9, 2022, and are currently working on the implementation of the relocated project, but already under the new name “TOP USA awards inc”.
Can you give me an overview of this project?
The project consists of two interconnected components. Firstly, we choose a specific business sector and publish a unique book showcasing the top 100 entrepreneurs in that field. The themes for each publication vary greatly. The selection process is based on a rating system that takes into account each entrepreneur’s achievements in their industry. The second component is a grand awards ceremony, where each nominee from the list receives a commemorative statuette with their name on it and a historical book that includes their story and the stories of 99 other nominees.
This project was originally founded in Ukraine, and we continue to work on it in the United States. However, we have slightly changed our approach, moving from a magazine format to publishing a book. This new format will feature 100 inspiring stories of successful American entrepreneurs with Ukrainian origins who have made their mark in the business world.
What are your expectations for the upcoming event that you are organizing in the United States?
A significant number of Ukrainians are successfully engaged in entrepreneurial activities in the US. One of TOP USA awards company’s projects is aimed at showcasing the opportunities that the American market offers to people from different countries. We are pleased to present our project “TOP 100 USA Entrepreneurs with Ukrainian origins.” Our mission is to demonstrate to America and the rest of the world that Ukrainians are doing incredible things and achieving great results in the best markets.
We want to create opportunities for networking and collaboration to attract even more assistance for Ukraine during these difficult times. We invite members of the global business community – company founders and investors, regardless of nationality, to our exclusive event. We want to emphasize that Ukrainians are friendly with all nations and have achieved tremendous success through close friendship and cooperation!
I know that your company, TOP USA award inc, plans to raise money for charity at this event. Could you tell me more about it and share information about where the funds will be directed?
One of the goals of our event is to draw attention to the war in Ukraine. Therefore, we have decided to donate 50% of ticket sales and 100% of proceeds from charity auctions, which will be held during the event, to the CashForRefugees fund.
This charity fund was created by one of our honorary nominees, Semyon Dukach, and his wife Natalia Dukach.
You speak so convincingly about your achievements. Do you have your own formula for success?
My formula for success is multifaceted. I firmly believe that if a person puts God first in their life and communicates with their Creator, then they unlock their full potential, find their purpose, and avoid attempts to be like someone else. Sometimes people misunderstand this and put the responsibility on God. It is important to understand that in our relationship with our Creator, we receive answers, but we must take action. That is why I never give up on achieving my goals, as it is the only way I truly live.
How do you cope with defeats and failures?
I have never suffered defeat in my life! Everything I take on is destined for success! I don’t even consider or allow the possibility that something might not work out because I am a perfectionist to the core. I have been a perfectionist since childhood. I graduated from school with a gold medal, university with a red diploma, and earned a master’s degree in marketing. I have been working in the same field (providing marketing and PR services, organizing high-class events) my entire life and strive to do everything “perfectly”. I believe that by focusing and developing your potential in the area where you are a professional, you can truly achieve great success.
What does it take to become a leader and achieve results?
Leadership is a huge responsibility. A leader must be versatile, charismatic, goal-oriented, ambitious, globally-minded, honest, open, and much more. They must possess professional skills and deep knowledge, be able to effectively manage, position themselves, listen and persuade, motivate people, change, and step out of their comfort zone.
What are the company’s goals for the next year or few years?
To break into the US market through major award-winning events, create unique books, and achieve the level of OSCAR, GRAMMY, EMMY.
What would you say or wish for the readers?
The future of every person will be what they make of it. Decide how you want to see it. If you want to achieve success, find something that inspires you and leads you to success. Eliminate “no” and “can’t” from your vocabulary. As one great person said, “You can do anything. The only thing that limits you is yourself.”
