Day 96: A feminine response to Iceland’s financial crash.

Several years ago nobody knew anything about Iceland. Fast forward to a massive economic crash which led to the country being listed on eBay and the travel disruptions following eruption of the volcano, Eyjafjallajökull, and the country was on everybody’s lips for the wrong reasons. It was around this time that Halla Tomasdottir left her job as an investment banker to set up the company, ‘ Audur Capital Services.’
In setting up her financial services firm, Tomasdottir wanted to base its operation on feminine values. Together with her business partner, they believe in risk awareness, straight talking, emotional capital and profit with principles.
Tomasdottir believes that the trend of having boards staffed and run by females will lead to better business practice in future. She isn’t slow to point out the irony that since the collapse of the European economy at the hands of many male led institutions, there is a huge drive to rebuild these institutions. As Einstein said, the definition of insanity is doing the same thing over and over again while hoping for a different outcome. The key to success lies in having companies with a balance between men and women, allowing both groups to bring unique qualities to the workplace.


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