How Hrund Went From AI Skeptic to Running Her Own Ads | SOMBA® Advantage+ Review
In this video Hrund Gunnsteinsdottir shares her review of SOMBA® Advantage+.
Where Hrund Started
Hrund is an executive leadership coach, keynote speaker and author from Iceland. She first heard about me through a friend who had done some of my courses. She came to a couple of my free webinars and then joined my 12 days of masterclasses. After that she joined SOMBA® Kickstart, where she learned a lot about technology and about doing things herself.
Her book came out in the US in 2025. She worked with one of the best PR agencies in the US on it, and she was also marketing her signature course herself. Then she reached a point where the market felt impossible to read:
“I just reached the point where I thought like things are changing so fast and I felt like […] none of us really knew what the market was like and I certainly didn’t.”
She wanted to understand the market better and become a better leader of her team. She had thought about joining Momentum 360°®, but before her call with my team she had almost decided against it. On the call she heard that sigrun.com was pivoting:
“That is what gave me at that moment a lot of credibility, just the understanding that we all need to learn as we go along now.”
At that point she did not use AI strategically, nothing beyond very basic research. Part of her work is research into what using AI does to our brains, our intuition, our creativity and our agency. She also thinks a lot about the ethical questions around AI.
“I think I take a rather grounded approach to AI and I still do.”
What Happened in SOMBA® Advantage+
She is still careful, but the way she uses AI has been very useful to her:
“It’s also helped me in many, many ways in terms of […] clarity when it comes to my projects and my steps and my texts and my asks, which I can imagine […] can also help me be a better manager and a leader with a team.”
She now does her marketing herself:
“Now I do the marketing myself, the ads myself, the graphics, the […] everything, and that I would not been able to do in this period of time at all.”
The business coaching mattered too. For Hrund, even talking about her work in business terms was a challenge:
“I’m not doing what I’m doing to make a business out of it, but I have to, and I would love to reach as many people.”
She values that my team and I learn new things as we go and share them with our students straight away. She mentions my tips on how to prepare a live event, how to engage people afterwards, and that I share all my emails.
“What I really appreciate about Advantage is you guys learn things on the go and you share them as you go with us.”
Where She Is Now
When we recorded her review, Hrund was running her own ads:
“A huge portion of my income went to an ads agency, which is now not the case, and that is a very big difference, especially for someone like me who is starting the business in a way.”
“It’s also just very educational and empowering to know that you can do this yourself.”
She believes that with more AI, people need to see that she is a real person, so it matters more to be in control of her own narrative. She liked her agency, but some things she has to do herself:
“They were amazing, but […] there are things that they couldn’t do that I just need to do by myself today.”
Would She Recommend It?
“Yes, I would. […] I would recommend it for an online business and also […] to be honest, I don’t know how much is not an online business today.”
