Runa Magnus

17/10/2026

What happens when belonging becomes more important than thinking?

The disturbing sexual assault allegations involving members of a fraternity at Cornell University got me thinking about something I've spent nearly two decades exploring.

The invisible boxes we put ourselves and others into.
We all want to belong. To feel accepted. To be part of something.

-> But what happens when loyalty to the group becomes more important than questioning what's right?
-> When silence feels safer than speaking up?
-> And when behaviour we would normally challenge becomes something everyone quietly accepts?

In my latest article, When Belonging Becomes Dangerous, I explore the Good, the Bad and the Ugly sides of belonging, and why understanding group behaviour matters far beyond this particular case.

Because sometimes the most dangerous box isn't the one someone forces us into.

It's the one where everyone around us makes us feel that we belong.

I'd love to hear your thoughts.
👉 Read the full article:
https://www.runamagnus.com/whatif/when-belonging-becomes-dangerous

14/07/2026

I’ve always been a little suspicious of traditions and habits.

https://www.runamagnus.com/whatif/why-are-our-own-patterns-so-hard-to-see

12/07/2026

Have you ever thought about the possibility of AI helping you see your own patterns?

https://www.runamagnus.com/whatif/knowledge/can-ai-improve-self-awareness

12/07/2026

Do you have a coach in your life? Someone you perhaps meet every 2-3 weeks? Or even 3-6 weeks time?

Imagine you could have time to reflect on your process, thoughts and concerns between your sessions?

Sounds out of this world? Well, that's already possible. 😜

https://runamagnus.com/bebby-en

12/07/2026

Need to read this one 2x or perhaps 3x?

"It was such an AHA moment when I realised to the core that we are constantly creating stories - when I realised that I was reacting not to what actually happened but to the story my head created... BANG... something clicked!"

Creating stories is simply a human behaviour - being aware of this, on the other hand, is a big shift!

What if AI could help you become more aware of the stories you've created?

https://www.runamagnus.com/whatif/knowledge/can-ai-become-a-leaders-mirror

07/07/2026

What if AI can be an added value for coaches and their clients?

Can AI replace executive coaching?

A few weeks ago someone asked me something that genuinely made me stop and think.

“Rúna… aren’t you making yourself obsolete?”

After all, I’ve spent nearly twenty years coaching leaders.

Now I’m encouraging those same leaders to use AI as a reflective partner.

It sounded like a fair question.

But the more I sat with it, the more I realised I had been asking the wrong question.

The real question isn’t whether AI will replace coaching.

It’s what happens between coaching conversations.

Because that’s where leadership actually gets tested.

Not in the coaching session.

But on an ordinary Tuesday afternoon.

Five minutes before a difficult conversation.

Or ten minutes after one.

That’s what Knowledge Paper #003 explores.

I’d love to hear what you think.

🔗 Read here: https://www.runamagnus.com/whatif/can-ai-replace-executive-coaching

⸻

Part of The BeBBY Knowledge Library
A collection of essays exploring how AI can help us become more human, not less.
One question. One observation. One conversation at a time.

05/07/2026

Better questions - Deeper Awareness - More Possibilities

03/07/2026

https://www.runamagnus.com/whatif/knowledge/can-ai-become-a-leaders-mirror

03/07/2026

One thing has stayed with me over the years.

The smarter the leader.....the easier it is to stop questioning our own thinking.

Not because we're arrogant - Because we're human.

I've seen it in leaders.
I've seen it in teams.

And, if I'm completely honest...
I've seen it in myself more times than I'd like to admit.

We all see the world through a box built by our own experiences.

Most of the time, that's a good thing.

Without those boxes, we'd probably struggle to make sense of the world at all.

The interesting question isn't whether we have boxes.

We all do.

The interesting question is:

- When did I stop noticing the box?

That's where my thinking about AI changed.

Not because AI suddenly became brilliant.

It didn't.

But because it sometimes asked me a question that made me stop.

Long enough to notice something I'd been missing.

Not every time.

But often enough to make me curious.

That's what led me to write Knowledge Paper #002: Can AI Become a Leader's Mirror?

I'd genuinely love to know what you think.

🔗 https://www.runamagnus.com/whatif/knowledge/can-ai-become-a-leaders-mirror

One question before you scroll on...

What is one belief you've stopped questioning simply because you've lived inside that box for so long it now feels like reality?

Lead with purpose, clarity & boldness. Discover conscious leadership coaching powered by ancient wisdom and AI. Meet BeBBY – your leadership mirror.

07/06/2026

I genuinely think one of the funniest things humans do is this:

We move to another country…
join a different social circle…
buy a new water bottle…
and suddenly announce:

“I’ve finally escaped herd mentality.”

Meanwhile, the new herd is standing right behind us, holding matcha and a shared Google Doc called:
“Morning Routine.”

Icelanders tend to think everyone in Iceland is fixed into a herd mentality.

Americans think everyone else is brainwashed.

Dubai people think they’re wildly free and independent while all eating brunch at the exact same rooftop place, taking photos of the same sunset.

Humans are incredible.

We leave one box…walk directly into another box… then decorate it with candles and call it: “authenticity.”

Which honestly made me think:

Maybe awareness is not becoming different from everyone else.

Maybe it’s simply noticing:

* the room,
* the pressure,
* the trends,
* the rewards,
* and the invisible herd shaping us while we call it personality.

Anyway.

New blog.

Lead with purpose, clarity & boldness. Discover conscious leadership coaching powered by ancient wisdom and AI. Meet BeBBY – your leadership mirror.