Halla Tomasdottir managed to take her company Audur Capital through the eye of the financial storm in Iceland by applying 5 traditionally "feminine" values to financial services. At the recent TEDWomen, she spoke of the conscious decision she and her business partner Kristin Petursdottir made to escape the testosterone charged financial markets environments they had experienced in their careers and start their own business based on these values and the importance of balance. And the payoff they have achieved in the global financial crisis and financial meltdown in Iceland.

Halla shares her values and the influences that led her to start her own business, and why she says business insanity will prevail for as long as there is the urge to rebuild the things (in business) that have failed us.  I'd love to hear your ideas on this - is there something we can learn from the global financial crisis and leading with women?

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Joyce A. Leggette, Ph.D. commented on 05-Jan-2011 08:13 AM

Thank you for sharing this video. Halla addresses financial concerns that have caused many US financial women to exit Wall Street and the field. Personally, I would still be there if it had not been [in the late '90's] so hostile to my womanhood and my values. Maybe there is hope for a more realistic market afterall. Thanks again.

The SheEO commented on 05-Jan-2011 09:56 AM

Thanks Joyce for your comments... if I had a dollar for each time a woman shared the same sentiments as yours (re leaving their industry) I'd be starting my own Fund!