Susanne Ekström

I Coach CEOs to Build Winning Companies Where People 💜 to Work (SME:s) | +$30M Client Profit Generated | Top Ranked Management & Leadership Creator Globally (#1 in Sweden) | Serial Entrepreneur

💡 Are you enthusiastic about waking up in the morning to be the master strategist of your company, or are you dreading another day spent fighting fires and not getting anything significant done?

👋 Hey! I'm Susanne, a CEO Coach, entrepreneur, #1 international bestselling author, and the founder of BeASmarterLeader and SEE Management.

𝐌𝐲 𝐌𝐢𝐬𝐬𝐢𝐨𝐧: To guide CEOs like you in reaching the top of your game.
I specialize in turning your big business dreams into reality, making your company richer, your team happier, and your business more robust.
And if you're up for it, we'll boost your bottom line by $499k in 99 days.


𝐇𝐨𝐰 𝐈 𝐆𝐨𝐭 𝐇𝐞𝐫𝐞: Back in 2001, life was amazing. I co-owned a big Swedish dot.com company and started our Netherlands office. I invested my heart, time, and money into it. But then, everything fell apart when the company went bankrupt. I lost everything, and it was devastating—going from a dream job to no job at all.


𝐖𝐡𝐚𝐭 𝐖𝐞𝐧𝐭 𝐖𝐫𝐨𝐧𝐠: We made these 4 epic failures!
⛔ We didn't delegate effectively
⛔ We weren't ready for massive growth
⛔ We didn't have streamlined processes in place
⛔ We, the C-Suite, stopped listening to our people


𝐖𝐡𝐚𝐭 𝐈 𝐋𝐞𝐚𝐫𝐧𝐞𝐝: Combining 20+ years in management consulting, over a decade in leadership, and hard-earned lessons from my dot.com collapse led me to develop a foolproof system to help CEOs like you:
✅ Boost your profits
✅ Keep your best people
✅ 'Buy back' +8 hours a week
✅ Build a scalable business model for growth


Great leaders aren't born; they're made.
True transformation can be challenging, so I've designed my system to help you save time, reach your potential, and become a top-notch CEO. 


𝐖𝐡𝐚𝐭 𝐈 𝐎𝐟𝐟𝐞𝐫: Strategies to:
⭐ 'Buy back' your time so you can lead, not be 'all-over the place'
⭐ Create a CEO role that you'll absolutely LOVE having
⭐ Create space for innovation & big-picture planning
⭐ Create trust, structure, and sustainable growth
⭐ Build a winning, scalable company culture



𝐌𝐲 𝐅𝐨𝐜𝐮𝐬: CEOs of SME companies on the U.S. East Coast, Canada, and Europe.
But why is this Swedish lady targeting the U.S. and Canada?
The mindset around the importance and value of a coach differs in the US and Canada from the rest of the world. I also love to speak English.
𝘚𝘔𝘌 = 𝘚𝘮𝘢𝘭𝘭 𝘢𝘯𝘥 𝘔𝘦𝘥𝘪𝘶𝘮-𝘴𝘪𝘻𝘦𝘥 𝘌𝘯𝘵𝘦𝘳𝘱𝘳𝘪𝘴𝘦


𝐍𝐞𝐱𝐭 𝐒𝐭𝐞𝐩: Book a 15-minute Opportunity Call today!
👉 https://calendly.com/susanne-ekstrom/15mincall

Susanne Ekström
📞 +46 70 205 40 44
✉ susanne@beasmarterleader.com
🌐 www.beasmarterleader.com

Founder & CEO | BeaSmarterLeader

🔥 We help CEOs and Owners of Companies with $5-20 Million in Revenue, Strategically Work ON the Business Instead of Being Stuck IN it.

BeaSmarterLeader is 100% dedicated to helping CEOs and Owners across dynamic industries scale business operations and obtain unparalleled marketplace advantages to unlock transformative, growth-driven futures.

As the Founder & CEO, I work confidently with you while providing all of the dynamic tools and coaching methodologies required to take your business to the next level with The CEO Profit System!

Ultimately, I’m here to help enable the conditions for your peak performance, and you'll drive your business forward in ways previously unimagined. Sign up today to double your profits and cut your daily workload by 50% in less than 4 weeks!

👉 www.beasmarterleader.com/ceopsli (With a Large Discount)

Ever hired someone brilliant… but “a little odd”?
🤔 Maybe they avoided small talk.
🤔 Could never sit completely still.
🤔 Had problems with eye contact.
🤔 Laser-focused on obscure details.
🤔 Struggled with time management.
🤔 Or asked questions no one else dared to ask.

You might have chalked it up to personality.
But what if it was neurodiversity?

Yesterday, I shared a personal post about my son and me, both navigating life with ADHD and autism in different ways. Today, I want to discuss what that looks like in your company.

Because here’s the truth:
You already have neurodivergent people on your team.
- Some have been diagnosed.
- Most haven’t.
- And many won't dare to tell you even if they have been diagnosed.

If you don’t know how to lead them, you’re leaving potential (and revenue) on the table.

CEOs ask me, “How do I support these folks without lowering the bar?”
That's the wrong question.

The right one is: "How do I design a culture that brings out the best in every kind of brain?"

Especially when one of those brains might be… your own. 💜 

Because many of the founders and execs I coach have ADHD or autism themselves, and they’ve spent decades compensating, masking, or white-knuckling through systems that were never built for them.

Tomorrow, I’ll share about how to leverage neurodiversity as a leader, without burning out or losing control.

𝗕𝘂𝘁 𝘁𝗼𝗱𝗮𝘆, 𝘀𝘁𝗮𝗿𝘁 𝗵𝗲𝗿𝗲 - look around your team.
- Who’s been labeled “difficult,” “intense,” or “disorganized”?
- What might change if you saw them through the lens of neurodiversity?
- And most importantly, do you know what it means to be neurodivergent?

This is personal for me. As a mom. As a founder. 
Because when we get this right, everyone wins.


👉 Anything you'd add?

PS. I'll add the link to yesterday's post in the comments.

I Coach CEOs to Build Winning Companies Where People Love to Work (SMEs) | +$30M Client Profit Generated in the Last 5 Years | #1 International Best-Selling Author | Serial Entrepreneur

How do you know if someone on your team might be neurodivergent?
Short answer: You often don’t.
Longer answer: You notice patterns. And you lead accordingly.

Because not everyone will tell you they have ADHD or autism.
Some don’t even know themselves.
But their behavior might whisper it.
If you’re listening.

As a mom to a son with ADHD and autism, and in my work with founders and teams, I’ve learned to watch for two kinds of signs:

𝗖𝗼𝗴𝗻𝗶𝘁𝗶𝘃𝗲 𝗮𝗻𝗱 𝗕𝗲𝗵𝗮𝘃𝗶𝗼𝗿𝗮𝗹 𝗣𝗮𝘁𝘁𝗲𝗿𝗻𝘀
- Asks unexpected questions that challenge assumptions
- Hyper-focused one moment, totally distracted the next
- Struggles with transitions or shifting between tasks
- Strategic brilliance, but forgetful with logistics
- Comes across as blunt, intense, or “too much”
- Thrives with structure… or resists it entirely
- Sensitive to noise, light, or smells

𝗣𝗵𝘆𝘀𝗶𝗰𝗮𝗹 𝗮𝗻𝗱 𝗦𝗲𝗻𝘀𝗼𝗿𝘆 𝗖𝘂𝗲𝘀
- Avoids or resists eye contact
- Constantly fidgeting or can’t sit still
- Forgets next steps unless written or visual
- Looks disengaged, but later recalls everything
- Tunes out during long explanations or detailed talks
- Needs headphones, sunglasses, or quiet spaces to focus
- Paces while thinking or prefers movement to concentrate

These aren’t flaws.
They’re flags that someone might need something different to thrive.

Not lower expectations, but more transparent communication, better scaffolding, or more autonomy.

You don’t need a formal diagnosis to support someone’s best work.
You just need to notice how they work best, and meet them there.

That’s not therapy.
That’s leadership. 💜 


👉 Anything you'd add?


PS. This is my 4th and last post on neurodivergence, for now.
I'll add the links to my previous posts in the comments.

If your company can’t run 30 days without you, you don’t own a business.
You 𝙖𝙧𝙚 the business.

I was sitting with a CEO who was exhausted.
He told me, “𝘐 𝘸𝘰𝘳𝘬𝘦𝘥 𝘵𝘰𝘰 𝘮𝘢𝘯𝘺 𝘩𝘰𝘶𝘳𝘴 𝘵𝘩𝘪𝘴 𝘸𝘦𝘦𝘬. 𝘐 𝘬𝘯𝘰𝘸 𝘐 𝘴𝘩𝘰𝘶𝘭𝘥 𝘣𝘦 𝘵𝘩𝘪𝘯𝘬𝘪𝘯𝘨 𝘢𝘣𝘰𝘶𝘵 𝘴𝘵𝘳𝘢𝘵𝘦𝘨𝘺, 𝘣𝘶𝘵 𝘐 𝘴𝘱𝘦𝘯𝘵 𝘮𝘰𝘴𝘵 𝘰𝘧 𝘮𝘺 𝘵𝘪𝘮𝘦 𝘴𝘰𝘭𝘷𝘪𝘯𝘨 𝘰𝘵𝘩𝘦𝘳 𝘱𝘦𝘰𝘱𝘭𝘦’𝘴 𝘱𝘳𝘰𝘣𝘭𝘦𝘮𝘴. 𝘐𝘧 𝘐 𝘥𝘪𝘴𝘢𝘱𝘱𝘦𝘢𝘳 𝘧𝘰𝘳 𝘵𝘸𝘰 𝘸𝘦𝘦𝘬𝘴, 𝘵𝘩𝘪𝘴 𝘱𝘭𝘢𝘤𝘦 𝘴𝘵𝘢𝘭𝘭𝘴.”

That’s the reality for many CEOs.
The business runs, but only because they’re pushing every lever.
It feels responsible. It feels necessary.
But it’s also the ceiling on growth.

Here’s what I see again and again:
❌ Culture depends on their mood that week.
❌ Decisions get stuck waiting for their approval.
❌ The CEO’s calendar is owned by everyone but them.
❌ They delegate activity, not ownership, so work bounces back.

And then the shift happens.

When the CEO reclaims their time, everything changes:
✅ They spend hours painting the bigger picture instead of chasing details.
✅ Their leadership team starts owning results, not just tasks.
✅ Culture becomes the engine, not the weight.
✅ The company scales beyond them. Finally.

That’s when leadership becomes lighter.
That’s when growth feels possible again.

If your company had to run for 30 days without you, what would break first?
If you don’t like your answer to that question, send me a DM.
We’ll discuss how to make the change. 💜 
 
 
👉 Anything you'd add?

From pitch black to a life worth living in 2,5 months.
How I helped my son turn his life around.

I’m a single mother of two sons, and one of them has autism and ADHD.

Little over 2,5 years ago, he had been home for 4 years, 24*7.
❌ Not going out at all
❌ Not attending school
❌ Not having any IRL friends
❌ Not doing ANYTHING with his life

So, about 30 months ago, I started transforming our relationship completely.

This led him to move to a specialized boarding school and ‘restarting’ his life!

From being 4 years behind in school when he started, he’s now on track to graduate from high school in 3 months' time (only 1 year behind).

If you are a parent of a child or children with autism and/or ADHD, and you’re:
😢 Feeling you’re failing your kid
😢 Feeling love and affinity is lost
😢 Feeling like everything is hopeless
😢 Feeling like there’s nothing more you can do

I GET YOU! 💜
This is how I felt for many years.

HOW COULD I MAKE THIS POSSIBLE?
I attended a course, and while I was participating, it hit me hard.

〰I want to FIX my son!
〰Because this is NOT the life I was supposed to have.
〰AND I’m the reason we’re stuck!

Even if we have a great relationship, something needs to change.

I need to shift the way I speak to him and the way I listen to him.

I also realize – I can love him for everything he is and also for everything he isn’t.

For me, my kids are the most important thing in my life.

Seeing one of them not ‘participating in life’ has been totally devastating.

But now, I see a future for him. 💜

This video shares one of the questions I got when I spoke at the LeadHERship Unveiled, a 3-day virtual summit, about my journey as a person, a CEO coach, and a mother.

PS. If you know a parent like this, please tag them in a comment.

PPS. The link to my whole speech is here: https://lnkd.in/eyNk_WeQ



👉 Anything you'd add?

In 5 words or less, what advice would you give a CEO who's always busy and never has time?

If you're a CEO with ADHD or autism, you're not wired for business-as-usual.
You're wired for vision, velocity, and out-of-the-box thinking.

You can’t lead the way everyone else does, and you don’t have to.

You’ve probably been told to be more organized, more consistent, more emotionally neutral, more… something.

As a mother to a son with ADHD and autism, and also in my coaching work with neurodivergent founders, I’ve seen:

💫 Pattern recognition that’s lightning-fast
💫 Brains that leap to insights no one else sees
💫 Creative thinking that breaks through walls others never question

You’re not “too much.” You’re exactly enough when you stop trying to lead like someone else.

The key isn’t to mask or muscle through.
It’s to design a business that matches your brain. 💜 

It’s about building systems around your strengths and delegating tasks around your struggles.
- Hire great people who love the details
- Set check-ins so nothing relies on memory
- Shape your role around what energizes you

This isn’t about doing less.
It’s about doing what only you can do.
And building the right team to do the rest.

Neurodivergent leadership isn’t a liability. It’s a competitive edge.
But only if you stop fighting yourself...
and start building systems that fit.


👉 Anything you'd add?

PS. This is my 3rd post on neurodivergence. I'll add the link to my previous posts in the comments.

PPS. This is how my son explains what his ADHD/autism brain sounds like:
https://lnkd.in/e3JxK3VP (video credit to connorcallec, it's not my son)

The Day I Earned My Place -- with a Kebab Pizza!!
When I was new at a management consulting firm, I was invited to join a colleague at a client site.

As soon as I arrived, the CEO told me:
“We have a special tradition for new consultants, haha, you’ll see.”

At lunchtime, he took me to a pizzeria and said,
“This is your challenge. No other consultant has ever finished this.”

He ordered me the "House Special” - a kebab pizza loaded with sauce, fries, and extra everything.

I thought, "This is my moment," so I ate the whole thing.

He looked at me and said, “Wow. Not even I have finished it. I always leave the crust!”

And then he said, “I’m in love. Shall we go home and share 2 kilos of tenderloin?”

That afternoon, as we walked around the office, he kept telling people:
“She ate the whole pizza. She ate the 𝙒𝙃𝙊𝙇𝙀 pizza.”

Looking back, it was more than just a funny memory; it was also a test of my resilience.

Here’s what I learned about leadership from that pizza challenge.

- 𝗣𝗲𝗼𝗽𝗹𝗲 𝘄𝗮𝘁𝗰𝗵 𝗵𝗼𝘄 𝘆𝗼𝘂 𝗳𝗮𝗰𝗲 𝗰𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲𝘀
It wasn’t about the pizza. It was about showing up, saying yes, and giving something your best shot - even when it’s uncomfortable, unusual, or hard. 

- 𝗥𝗲𝘀𝗶𝗹𝗶𝗲𝗻𝗰𝗲 𝗯𝘂𝗶𝗹𝗱𝘀 𝗿𝗲𝘀𝗽𝗲𝗰𝘁
Had I refused or given up halfway, the outcome might have been different. Often, people respect the effort even more than the result, but in this case, finishing was what mattered.

- 𝗘𝘃𝗲𝗿𝘆 𝘁𝗲𝗮𝗺 𝗵𝗮𝘀 𝗶𝘁𝘀 𝗼𝘄𝗻 “𝘁𝗲𝘀𝘁𝘀”
Whether it’s the first big client meeting, a difficult decision, or (yes) a giant pizza, teams test how you show up under pressure. Leaders remember that and help others succeed in those moments.

- 𝗛𝘂𝗺𝗼𝗿 𝗮𝗻𝗱 𝗵𝗲𝗮𝗿𝘁 𝗺𝗮𝘁𝘁𝗲𝗿
Yes, we laughed. But I also felt accepted. Leaders create moments that people remember. Those moments often mix challenge, kindness, and fun.

Sometimes leadership starts with a pizza. 💜 


👉 Anything you'd add?

Uncomfortable conversations - how do you deal with them?

Are you approaching them head-on, delaying them, or sticking your head in the sand and hoping they will solve themselves somehow?

This is what I'll be talking about in today's episode of 'Uncomfortable Conversations' on e360tv.

Hi all - time for a poll!
What do you say about this one? :)

If you could travel back in time and relive your life, would you choose the same career/life?

The author can see how you vote. Learn more

Content Creation for B2B & Tech leaders on LinkedIn | Bilingual Spanish - English |

I grew my business from 0 to $12k MRR with video content. 

If you:
Are an expert in your field, but online you feel like an amateur. You avoid the camera and don't know what to post.
and you know founder-led content matters, but procrastination, fear, and lack of strategy keep you stuck.

This is my Signature Content Method:

- Uncover your story: Find the moments that make you relatable and position you as the expert.
- Build camera confidence: Show up authentically without fear or second-guessing.
- Create strategic content: Learn what to say, when to say it, and why it converts. Every post builds trust, shows expertise, or invites conversation.
- Design your conversion funnel: Turn engaged followers into clients with a clear path from content to DM/discovery call to paying customer.
- Track what matters: Measure DMs, discovery calls, and email signups, not vanity metrics.

Founder-led content isn't optional anymore. It's how you scale without hiding behind products or relying only on referrals.

Sign up to my newsletter below to start getting free tips!

Nuria Garcia Nogueron, MBA

When I moved countries, I lost my voice for a while.

Not literally (even though with how hard it was to learn a new language, it could've.)

But I lost my voice because I had to relearn how to walk into a room and connect with people right away. 
I didn't know any jokes, sayings, or even some specific words in certain topics!

Inside of my brain, I had the same knowledge. 
I had the same personality. 
And even the same stories.

But something about the new context meant I had to learn how to communicate myself all over again.

(and now I like my English version more than my Spanish one LOL)

Obviously, it took time. But like everything, I eventually made it happen.

I think about that experience a lot when I work with my clients.
Because what they're going through isn't so different. 

They're brilliant in person and working with clients.
They know their work deeply and how to connect with others with the things that only they have experienced.

But then they sit down to write a LinkedIn post and something gets lost.
The version of them that shows up in their content is not real. 
They are following templates from other people.

Like they learned a language perfectly, but they also lost their accent, one of the things that made them unique.

And that gap between who they are in a room and how they show up in their content is exactly what costed them clients. 

It's not about expertise or price anymore. 
It's about 𝐰𝐡𝐲 𝐰𝐨𝐮𝐥𝐝 𝐈 𝐜𝐡𝐨𝐨𝐬𝐞 𝐲𝐨𝐮 𝐨𝐯𝐞𝐫 𝐬𝐨𝐦𝐞𝐨𝐧𝐞 𝐞𝐥𝐬𝐞 𝐢𝐟 𝐚𝐥𝐥 𝐨𝐟 𝐲𝐨𝐮 𝐬𝐨𝐮𝐧𝐝 𝐭𝐡𝐞 𝐬𝐚𝐦𝐞?

This is the whole reason I work with founders. 

🧩Because I know what it feels like to be someone and struggle to communicate it. 
But I also know how important it is to make sure your message comes across the right way. 

Your content can feel like having a FaceTime or voice memo with a friend, you just need to learn how.

Nuria Garcia, MBA

Making content easy & quick for business owners

There are so many things that can be encompassed this sentence:
"It's not what you say, it's how you say it."

But one of the most important ones is when you talk about yourself and what you do. 

I find that people have an easier time doing it in person; you know you have everyone's full attention, and you can read their body language. 

But online, it's a struggle for most. 
The pressure of having a perfect message, 
not coming across the wrong way, 
or even not to lose a chance. 
It can be tricky. 

That's why getting clear on your message is a key part of your online positioning.

In my last newsletter, I spoke about something that resonated a lot.

Something that at the moment felt like nothing,
but then I realized how powerful it was.

Not just for her, but for me.

Last week, I took off and went on a cruise with a friend of mine.
One of our stops was Cozumel, MX.
(and yes, it was as cool as it sounds)

When we got there, I HAD to get to a cenote.
Because if there's something about me, it's that I am an adrenaline junkie.

So we obviously went, we booked a tour, got it all set
When we got to this beautiful blue cenote in the middle of the jungle, we all wanted to jump into it.
But there was one woman in front of me.

She stared at the whole and started counting down from 3.
But then she needed to try again and started counting down from 5.
Eventually, she looked at me and said, "You can go."

Without thinking twice, I got there, and everyone watching started counting down from 3 as well.
I jumped.
Before I knew, I was already in the water!

Right after me, the same girl jumped and came to me right away.
She said, "Thank you, I did it because of you."

(WHAT?! What did I do to her?) I was thinking.

Then I realized, I simply showed her that it was ok.
That she could also do it.

This story reminded me of all the people who are holding themselves back from sharing about themselves on social media.

By posting the same templated things that everyone else does,
You won't arrive at the right people.

But by sharing the stories that make you unique,
the stories that made you jump,
You will arrive at the other people who also need you to jump!

I constantly tell my clients to do one thing I haven't done in a while. 

To get out of their comfort zone. 
Because when they start working with me is to start putting themselves out there and that's not something they are used to. 

However, it's been a while (a month) since I have done it. So it's about time. 

On Thursday feb 26th I am co-hosting a webinar with Gabby Rosely where we will talk about all things clarity and messaging! 

This online workshop is for founders, entrepreneurs looking to get clear on:

🧩What you’re creating, for who, and WHY
🧩What’s getting in your way (your blind spots)
🧩How to turn your vision into compelling messaging & content that attracts your ideal client + builds community

If you are ready to the leap, join us in the link below!

RSVP here: https://luma.com/ec4c7cka

PS: I am getting out of my comfort zone because I haven't done this in a while since I usually do it 1:1

View event: Vision to voice: Clarify your message & amplify your impact

Vision to voice: Clarify your message & amplify your impact

Sometimes doing more doesn't take us any further. 

Because we are doing the wrong thing. 

You can post as much content as you want, that if you don't talk to the right person or share what you do in a way that others will understand, 
it will be like you're speaking a different language. 

And that's the last thing you want.

I remember the exact moment I knew things had changed for her. We were on a call, and my client started describing how she felt. She was not talking a

Open article: A simple mindset shift can change everything by Nuria Garcia, MBA • 2 min read

A simple mindset shift can change everything

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