Interested in starting your own entrepreneurial journey in business development but unsure what to expect? Then read up on our interview with Rúna Bouius, Founder of True Power Institute, located in Los Angeles, CA, USA.

What's your business, and who are your customers?

I specialize in helping purpose-driven visionary C-Suite leaders and entrepreneurs accelerate their journey to making a greater positive impact from their innate wisdom and TRUE POWER through the practice of Conscious Leadership. I offer keynote speeches, corporate training and retreats, 1-1 Executive Coaching, and facilitation of the True Power Mastermind groups. I also advise and consult on thought leadership and progressive projects.

Tell us about yourself

My first act in business was as an accidental entrepreneur in my native country Iceland. Being a young female founder and CEO was a rarity in those days. It started me on a path of being a pioneer, learning about leadership through experiential learning, and building a caring and vibrant company culture. The joy of building relationships and being of service to all my stakeholders kept me going for twenty years with my businesses in Iceland.

What motivated me to start my coaching and consulting business fifteen years ago in the United States is twofold:

Firstly was the need to share with others what I had learned about leadership and living a more purpose-driven and empowered life.

Secondly, my commitment to being a part of guiding us through the paradigm shift humanity faces today. A shift away from 'power over,' command, and control, to that of 'power with' or 'power to,' a model of partnership and collaboration.

What's your biggest accomplishment as a business owner?

To have been a trailblazer in my native country Iceland, where I introduced my industry (health & beauty) to innovative services and practices that have since become the norm.

What's one of the hardest things that come with being a business owner?

That at the end of the day, the buck stops with you. You are responsible for making things flourish for everyone involved and keeping the vision alive.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Don't build a business solely to make money. Build your business around being of service and creating a healthy quadruple bottom line -- people, planet, profit, and purpose.
  2. Show up every day with openness and a growth mindset. Be willing to learn and be flexible, adaptable, and pliable. That will serve you well in a world that has become complex, chaotic, and ever-changing.
  3. Design your business with a long view in mind and around a holistic vision of success. You want to ensure you and your people don't burn out halfway through.

Is there anything else you'd like to share?

I'm excited to be launching a new conscious leadership coaching program, Evolve Your Identity: Unlock the Secret to Who You Are, Why You Are Here, and How You Want to Show Up in the World.

The program is offered one-on-one to individual clients to begin with and later will be converted into a virtual group coaching program. And this fall, I'm also offering, for the first time, a True Power Mastermind group only for women leaders and professionals. I'm very excited about that.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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