"You must be the change you wish to see in the world." ~ Gandhi


I’m an international personal branding author, speaker and strategist, creator of the personal branding book and program "Branding Your X-Factor, How the secret to your success is already right in front of your... " - and the creator and founder of THE CHANGE MAKERS.

I believe in human beings.

I believe organisations and businesses are only using a fraction of their employees capacity.   The shadow side of all the structures most organisations have created for their employees is too often limiting their team to shine their light to the fullest. I call it THE HUMAN RESOURCES WASTE - 

The core problem this world is facing are all the boxes we either put people into, or people put themselves into.  As the result of these different boxes, people feel isolated, limited and unempowered.  

Think About This

How much of your employees'  passion, skills, knowledge or experience is your organisation using on a day-to-day basis? 

Do you actually know?

Or could it be that due to the "we've always done it this way" perhaps your organisation has been categorizing your employees into different boxes that are limiting them to give you their best results?

Another thought:

You might know how many of your employees have a university degree, but do you know what truly makes them happy, fulfilled, satisfied?  

#NoMoreBoxes Movement

The Change Makers #NoMoreBoxes movement is created to open the conversation to all on what is truly limiting and dividing us.


The group is inviting individuals to answer these two questions “What box have you been put in?” and “What box have you put yourself in?”  with personal stories and reflections.

The campaigns aim to create awareness about the boxes we find ourselves in, and how they are holding us all back, limiting our freedom as well as causing division and inequality, and ultimately preventing us from solving the world’s greatest problems. - 



What are you doing today to make your organisation magnetic?  

  • Are you seen as a transformational leader?
  • Are you known as a leader who is building a magnetic culture where people thrive?
    Both your employees and your clients
  • Are you known known as the leader who leads with kindness and courage?
  • Do your team see you as a leader who listens -- deeply?
  • Are you known as the leader who helps the people around you grow?
  • Are you known as the leader who empowers others?
  • Want your organisation to be known as a magnetic brand?






I was born and raised in a highly political and entrepreneurial environment.  My father was one of the political leaders in my small town of Seltjarnarnes, Iceland, as I was growing up.  My biggest role model in life, my mother, dared to become an entrepreneur at the age of 52. Dinner table discussions were most often related to business and ways to make our community, our country and even the world a better place.

One of the core values I took away from my upbringing was the basic belief that every single one of us on this planet is unique and has a personal responsibility to pursue freedom, happiness, and to create the life they desire.


My career took an unexpected curve when, at the age of only 21 years of age, Mrs Ragnhildur Helgadottir - the second woman in Iceland to become a minister - invited me to become her personal secretary in the Ministry of Culture and Education.  

Working closely with Mrs Ragnhildur Helgadóttir during her first years as a minister - for one of the biggest ministries in my country - gave me a deep and profound insight into the life of being a female politician. Not to mention seeing and feeling the criticisms and judgement she faced in office, often just because she did things differently - and just because she was a woman, working in a world created for men by men.


My entrepreneurial life began in 1988 when I decided to join my mother in her wholesale company - a company which I later bought from her and my father.  In 2006 my career took another turn  when I sold that wholesale business and for the first time in my life I started to follow my heart, passion and purpose.

CW LinkedIn.png


Selling my business gave me space to create an online platform to empower women worldwide. I named it Connected Women, and within a few months I had built a global community of women business owners and entrepreneurs in over 75 countries. Despite its natural growth, I quickly noticed how very few members knew how to promote themselves with confidence and clarity to stand out from the crowd.   


To answer their need to unleash their own ability to stand for who they were and how they could communicate their business with confidence and clarity, I co-founded (in 2009) a branding boutique with my business partner Bjarney Ludviksdottir and Mary Schnack (who sadly passed away in 2012)

We named our program BRANDit, and in 2011 our program received the EU WIIN award in the category: Capacity Builder.

BRANDit started as a program for women entrepreneurs, but quickly became a program we offered to all genders.  BRANDit empowered entrepreneurs to brand themselves authentically and lead their organisations with the feminine values of collaboration, co-creation, communication and authenticity - the 4 core elements in the New Paradigm Leadership module.

The Brandit Team 2011


Following the publication of my book: "Branding Your X-Factor, how the secret to your success is already right in front of your..."  I dedicated my work to helping business owners and corporate leaders to discover both their personal X-factor and their teams' X-factor and vitality. I've been so honored to share my story on global stages like INBOUND 2015, INBOUND 2016, and ELEVATE EVERYTHING - the largest Scandinavian Business & Personal Success Conference - to name a few of the stages I've spoken on.

Stepping Outside of The Entrepreneurial life into a Corporation

My life took a U turn when I was offered a project within an international corporation for 6 months.

This experience was a true gift for me, because I finally understood to the core:

  • How challenging it is for leaders to empower their people to move forward 
  • How challenging it is for leaders to build well-functioning, cohesive teams
  • How challenging it is to keep investors happy with their ROI without truly empowering your employees to give you their ultimate best results, making them LOVE their work as much as their hobbies.

As the result of this experience, I'm now more convinced than ever that there is a huge waste going on in our world - right in front of us.  

 I'm talking about a human resources waste.

When organisations do not make it a priority to know and use their human resources to their fullest strengths, passions and purposes - they are simply wasting their investors' money and they are not getting the best out of their peeps.



For the past decade, I've served on both national and international boards dedicated to bringing in more diversity in both the political and business world.

I'm the past Vice-President of FKA (The Icelandic Association of Women Business Leaders). The Global Ambassador for IWIB (International Women in Business). And, in 2009, received recognition as one of 100 women in the world making a difference from TIAW (The International Alliance of Women).

I've served on global advisory boards in organisations such as Enterprising Women Magazine (USA), Impact Leadership (United Nations) and The Network for Transformational Leaders (Global Alliance).

I'm the co-founder and a Steering Committee Member of The Network for Transformational Leaders, a Global Community of Transformational Leaders.

I'm regularly asked to speak about my views on leadership, personal branding, gender equality and entrepreneurship on international stages worldwide.  

A brave leader knows their team to the core... not just their university degrees... more importantly what makes their hearts sing with joy
— Rúna Magnús


Becoming the change - like Gandhi so memorably suggested every one of us should do if we want to see a change - isn't a task you can do by yourself.  

That is why I've gathered some of the most experienced, skilled experts in the world of the business and personal development field - people with the tools designed to help you to create a change that is: Sustainable, Inclusive and Magnetic

The Change Makers are here TO HELP YOU:

  • Creating a Magnetic Company Culture
  • Build an effective and high-performing team
  • Overcome obstacles on the way to your missions and goals
  • Become the courageous leader in your field
  • Bringing awareness to the boxes that are no longer serving you or your team
  • Enhance your self-awareness, behaviour, reactions
  • Deeply connect you with your personal values first, then your organisational values
  • Give you the tools for yourself and the people around so you can prosper in your environment
  • Add a heart, meaning and purpose in your day-to-day decision-making
  • Lead in an environment that is nurturing you, your team, your business, organisation, community or even your nation

The Change Makers have your back all the way!

Power can be taken, but not given. The process of the taking is empowerment in itself.
— Gloria Steinem
Runa Magnusdottir - Leadership



| awards and RECOGNITIONS  



I'm the creator of the leadership and personal development programs:

  • Discover Your X-Factor” and “Branding Your X-Factor
    Designed for people standing at crossroads in their lives, helping them to discover their unique strengths - and helping them promote their personal brand with confidence and clarity.
  • "The Personal Branding & Political Survival Kit Program"
    A transformational leadership program designed for women heading into the political arena.

The Discover Your X-Factor project was selected as the Best Practice Leadership Project 2013 by the Soroptimist International European Association.

You don’t build a business, you build people, then people build the business.
— Zig Ziglar

Awards & Highlights

2017 -
On the Panel of Judges for the Awards Handed out to Women in Business by the Stevie Awards

2013 - 
European Association of Soroptimist Discover Your X-Factor project - selected as Best Practice Leadership Project 2013

2011 –
EUWIIN Award (The European Union Women Innovators & Inventors Network)

2010 – – TOP 20 business women to follow on Twitter.

2009 -  
Recognised as one of 100 leading women in the world;
Received the TIAW “World of Difference 100 Awards” in Toronto, Canada.

2009 -
Live on Global Broadcast with Oprah – “Living Your Best Life” at The Oprah Show

2007 -
Received EU WIIN Special RECOGNITION AWARD in Berlin, Germany 2007

Great leaders harness personal courage, capture the hearts and minds of others and empower new leaders to make the world a better place.
— Maxine Driscoll, Founder Think Strategic



Rúna has been interviewed and quoted in the FOLLOWING international media:

The Times (UK)
Huffington Post
Passion for Business Magazine, Sweden
The Times of Malta
The Invisible Mentor
We Are The City
Blue Wing – Finnair Magazine
The Times of Malta (#GenderPay #EqualPay)
The Irish Tech Newspaper
The Suitcase Entrepreneur
Frjáls Verslun (The Icelandic Business Magazine)
Morgunblaðið  (Icelandic Daily Newspaper)
Fréttablaðið (Icelandic Business Section Newspaper)

A leader takes people where they want to go. A great leader takes people where they don’t necessarily want to go, but ought to be.
— Rosalynn Carter, former First Lady, USA