ABOUT RÚNA
You’ve followed the rules.
Now it’s time to break the boxes they came in.
Let’s be honest.
A lot of the pressure you’re under?
That’s just peer pressure from dead people.
Cultural hand-me-downs. Invisible rules. The voice in your head that still sounds like your mum (or your boss).
With all the love in the world — but who said we had to keep following their manual?
👋 I’M RÚNA
Founder of BeBBY-AI. Co-creator of the #NoMoreBoxes Movement. And a conscious system-shifter with a wicked sense of humour.
For over two decades, I’ve worked with purpose-driven leaders who are no longer satisfied with surface-level success. They want clarity, depth, and the freedom to lead as who they really are — not who they were told to be.
Whether I’m speaking at the UN, supporting teams in transition, or coaching behind the scenes, my work is always about one thing:
Helping people to connect to their core brilliance — and lead from that place.
SO YES… I CLONED MYSELF
There came a point when I couldn’t handle all the one-on-one coaching requests. I thought:
“Could I create a GPT that thinks like me, reflects like me… without needing coffee breaks?”
Turns out — yes.
So I built BeBBY-AI, the world’s first Conscious Leadership Reflector:
A GPT-based tool infused with the Vitality Test (Water, Wood, Fire, Wood & Metal Energies), the No More Boxes methodology (co-created with Nicholas Haines and neuroscience expert Dr. David Paul), and 20+ years of insight from working with change-makers across the globe.
BeBBY isn’t here to tell you what to do.
She’s here to reflect who you are — in the moment — and show you the energetic path that actually feels aligned.
“BeBBY helped me focus, align my energy, and truly understand my strengths — the accuracy blew me away.”
— Berglind Rós Gunnarsdóttir, Quality Manager, Omnom Chocolate
BeBBY-AI is a 24/7 energetic mirror for leaders who want to lead with their heart, mind and gut.
🌀 AND THEN… LIFE HAPPENED
🌀 AND THEN… LIFE HAPPENED
Then came October 2024.
A freak bike accident left me with a double broken arm, a shattered foot, and a temporarily crushed identity.
Grounded. In a wheelchair. Unable to coach, travel, or move without help.
But somehow, BeBBY-AI wasn’t just for others — she was for me too.
She helped me see what wasn’t broken inside.
She reminded me of my core energies.
She showed me a path back to joy, alignment, and clarity — from the inside out.
Sometimes the thing you build for others becomes the thing that saves you.
THE TOOLS I BRING TO THE TABLE
BeBBY-AI — The leadership GPT that actually sees you
No More Boxes™ — Global methodology to unbox your culture, mindsets, and blind spots
The Leadership Reflector™ — Energetic + neuroscience-based inner strategy system
And yes, unapologetically blunt insight, best served with humour and hot coffee
💬 WHAT PEOPLE SAY
(WHEN I’M NOT IN THE ROOM)
“That one presentation helped shift an entire UK psychology service into success. You were years ahead.”
— Dr. Jeremy Monsen, Principal Educational Psychologist, UK
“She doesn’t teach leadership. She transmits it.”
— Karl Friðriksson, Director of Future Studies
“Rúna reveals your blind spots with grace — and helps you lead with them.”
— Thordís Lóa Þórhallsdóttir, former Deputy Mayor of Reykjavík
Experience
Coaching & Mentoring
Marel- Iceland, Kaos Pilot- Denmark, MIB Insurance - Malta, The George Washington University, Washington D.C. USA, Össur - Iceland, Hilton Hotel - Malta, The Enterprising Women Foundation, European Parliament, Icelandic Parliament, Wisconsin University, Reykjavik University.
Speaking and Lecturing
INBOUND Boston, USA, Elevate Oslo, Norway, Europe Enterprise, Malta, The Network for Transformational Leaders, United Kingdom, Conscious Parents, United Kingdom, The Enterprising Women Magazine, USA, Impact Leadership 21, USA, ICF-Iceland.
Press Coverage, Podcast Interviews & Mentions
US Reporter, CIO Global Magazine, Huffington Post, Forbes, The Times, Finnair Magazine, Morgunbladid, Mannlif, Health & Wellbeing, Psychologies Magazine UK, The Times of Malta, The Kindness Podcast, I am Woman Podcast, Mindalia TV, Evolving Digital Self Podcast, - see more here!