Knowledge Paper #004 explores why our own patterns can be so difficult to see—especially when they feel less like patterns and more like who we are. Through a personal story about Christmas traditions, rebellion and seventeen types of Christmas cookies, Rúna Magnúsdóttir explores how strengths, habits and identity can quietly become unconscious patterns—and what happens when “I choose to” quietly becomes “I have to.”

Knowledge Paper #003 explores a question many executive coaches and leaders are beginning to ask: Can AI replace executive coaching?

Rather than seeing AI as a replacement for the coaching relationship, the paper explores how AI can extend the reflective process between coaching conversations. It argues that transformation rarely happens during the coaching session itself, but in the moments afterwards, when awareness is translated into everyday leadership through reflection.

Knowledge Paper 001
For years, I thought the biggest challenge in leadership was helping people gain new insights. I was wrong. The real challenge was helping them remember those insights when pressure returned. That's the question that eventually led me to AI.

Part of The BeBBY Knowledge Library—a collection of essays exploring how AI can help us become more human, not less.

One question. One observation. One conversation at a time

We love believing other people are sheep.

Meanwhile, we’re all standing in line for the same sourdough bread, cold plunge, identity, or “freedom.”

From Iceland to Texas to Dubai, this blog explores herd behaviour, social conditioning, and the slightly uncomfortable possibility that much of what we call “personality” may simply be the culture around us wearing our clothes.