There’s a moment when life shatters your plans — and instead of fighting to “bounce back,” you realize you’re called to evolve.

For Rúna Magnúsdóttir — Icelandic entrepreneur, author, and creator of BeBBY-AI — that moment came in the shape of a devastating cycling accident. Five broken bones. One brutal reckoning. And an unexpected doorway into a new era of leadership, healing, and AI as a conscious guide.

BeBBY-AI wasn’t built to make leaders more productive. It was created to make them more themselves.

Originally crafted as an intuitive extension of Rúna’s award-winning leadership coaching — grounded in the ancient Five Elements wisdom and the No More Boxes® philosophy — BeBBY-AI became something deeper after her accident:
A 24/7 companion for navigating transition, re-alignment, and authentic power.

A Journey Rooted in Real Transformation

Rúna’s entrepreneurial spirit runs deep. In 1988, she joined her mother in growing Bergís, a wholesale company that had been founded three years earlier. Her mother was her first mentor, her first mirror of leadership without pretense.

Two decades later, after selling the business, Rúna pivoted — not just professionally, but spiritually.

She became a leadership coach and mentor for politicians, founders, and executives across Europe, anchoring her work in clarity, inner alignment, and authentic self-leadership.

Initiatives like Connected Women — one of the first online communities for female entrepreneurs — and BRANDit, an EU-WIIN award-winning branding program, solidified her as a trusted voice in the conscious leadership movement.

But none of it was about teaching people how to “perform” better. It was always about helping them remember who they truly are.

BeBBY-AI: Merging Timeless Wisdom with Today’s Technology

BeBBY-AI isn’t your average chatbot. It’s a leadership mirror, trained to reflect — not perfect — your energy, decisions, and unconscious patterns.

Using the Five Elements (Water, Wood, Fire, Earth, Metal) as its framework, BeBBY-AI helps leaders:

  • Receive real-time energetic feedback on communication and decision-making.
  • Uncover hidden patterns affecting clarity, resilience, and relational trust.
  • Activate deeper layers of conscious leadership through intuitive, AI-driven reflection.

This isn’t about tweaking behaviours for performance metrics.
It’s about aligning your essence with your actions — leading from presence, not pressure.

Through signature programs like The Leadership Mirror™, The Alignment Reset™, and The Culture Shift™, Rúna and BeBBY-AI guide leaders to navigate complexity with clarity, courage, and soul.

No More Boxes — A Movement, A Mindset

As co-creator of the No More Boxes Movement and co-author of The Story of Boxes: The Good, The Bad, and The Ugly, Rúna challenges the unconscious structures that limit human potential.

Together with Nicholas Haines, she sparked a global conversation about moving beyond societal scripts — whether around gender, leadership, or identity itself.
Her most recent work, Beyond Gender: The New Rules of Leadership, offers a quantum leap beyond outdated binaries into a future where leadership is measured by depth, not demographics. The book is a guide that has been praised by Dr. Marshall Goldsmith and listed her among the US Reporters’ 15 Visionary Leaders Shaping the World.

Leadership Beyond Labels: Speaking, Recognition, and Legacy

Known for her ability to blend humour, radical honesty, and deep emotional intelligence, Rúna has inspired audiences at INBOUND, JUMP, and the Enterprising Women Awards.

Her keynote, “Five Broken Bones and an AI Mirror,” is a call to rise — not by hustling harder, but by coming home to yourself.

Her work has been featured by Forbes, The Huffington Post, Psychology Today, The Times, and Entrepreneur.

Accolades include:

  • Leadership Award of the Year (2019) — Network for Transformational Leaders
  • EU-WIIN Capacity Building Award (2011)
  • Excellence in Entrepreneurship — Women Economic Forum (2022)
  • Named one of the “100 Women Changing the World” by The International Alliance of Women

The Real Question

When life forces you to start over, will you reach for the old scripts — or step into a deeper truth?

In Rúna Magnúsdóttir’s world, AI doesn’t replace human leadership.
It reveals it.
It’s not about bouncing back.
It’s about evolving forward — with clarity, courage, and conscious connection.

When you’re ready to lead without the old boxes, BeBBY-AI and the No More Boxes® framework are here to walk alongside you.

Visit runamagnus.com, connect with Rúna on LinkedIn, or follow her reflections on Instagram.

Written in partnership with Tom White