It’s more than just another success story. What makes Susanne Ekström’s journey remarkable is her ability to pivot from bankruptcy to global recognition—an achievement that’s both rare and incredibly inspiring.

Founder of BeASmarterLeader, Susanne Ekström’s rise to becoming a bestselling author and global CEO coach began with the downfall of her Swedish dot.com company. She was a part of the ownership team and a senior leader of the company, which expanded to nearly 400 employees across 10 countries. Then, one call changed everything. On a ski lift in the French Alps, she received the news that her company was collapsing. “I’m sitting there in the sun, and tears flowed down my cheeks behind my sunglasses,” she recalled.

But within weeks, she had lost her job, her home, and her investment. Yet, rather than succumbing to these challenges, Susanne used the experience to pivot and set herself on the path to becoming a recognized coach for CEOs worldwide.

Today, Susanne is the founder of BeASmarterLeader, a global coaching company that’s shifting how leaders operate their businesses. She has coached over 6,500 executives across the US, Canada, and Europe. Her 99-day coaching framework has helped clients generate significant profits. Her work has been featured in Brainz Magazine, HR Tech Outlook, The Enterprise World, and USA Wire. She is also a co-author of LeadHERship Unveiled, a #1 international bestseller on women redefining leadership.

Lessons from Failure that Built a Global Coaching Brand

Susanne’s early experiences unveiled the weaknesses that often lead to the downfall of businesses. Today, she helps CEOs:

• Reclaim their time so they can lead, rather than be pulled in multiple directions.

• Establish trust as the foundation for building high-performance teams.

• Cultivate a scalable culture that promotes loyalty and growth.

• Design a CEO role that they genuinely enjoy, one that fosters creativity and innovation.

Her approach is grounded in Scandinavian leadership principles, which emphasize calm guidance, trust in people, and environments where talent feels valued and motivated to grow. For Susanne, even the best plans can fall short if people are disengaged. Her coaching provides CEOs with the clarity, systems, and company culture needed to bring their vision to life.

How BeASmarterLeader Delivers Results in 99 Days

At BeASmarterLeader, results are quantifiable. Her main program aims to help CEOs increase their bottom line by $499K in just 99 days. The program is not a seminar but a practical coaching plan designed to enhance leadership, equipping CEOs with tools and strategies to thrive.

• Executive coaching: One-on-one sessions help CEOs clear mental space for thinking, planning, and leading.

• Team transformation: Build systems and communication habits that foster focus and accountability.

• Profit-driven leadership: Leaders learn to make decisions that balance growth with well-being.

• Retention focus: Strategies designed to keep A-players engaged and loyal.

For Susanne, creating companies where people genuinely want to work is entirely possible. When corporations don’t drain talent, and when employees are engaged, leadership becomes a force for growth. She understands that leadership missteps can be costly and that focused leadership offers a competitive edge.

Companies need to be set up for scaling, delegating effectively, and truly listening to their people while establishing consistent workflows. In a world where CEOs are under constant pressure to grow without losing talent, this style of leadership has never been more critical. This approach forms the foundation of Susanne’s work today.

Summary

For Susanne, leadership is about more than just driving profits. It’s about building organizations where people feel motivated to stay and do their best work. When CEOs reclaim their time and lead with clarity, they not only scale more effectively but also build organizations that endure.

Her upcoming book, Leadership Development for Smarter Leaders: Confidently Build Lasting Habits, EQ & Team Motivation Skills You Need to Lead Successfully and Drive Results in 99 Days or Less, will be available on Amazon in mid-September 2025. It’s filled with tools, case studies, and a proven 99-day plan that demonstrates what really moves the needle. It offers leaders practical ways to cut through distractions, sharpen their decision-making, and build habits that drive productivity, performance, and profit.

Her clients see the difference. Miguel Sainz Gongora, CEO of AMSU, shares: “Susanne’s ability to assess and analyze how I was managing my time was invaluable. She offered valuable insights and actionable strategies that helped me make considerable improvements… I highly recommend Susanne Ekström to anyone looking to improve their time management, productivity, and leadership abilities.”

BeASmarterLeader gives CEOs what they need most: time, confidence, and measurable outcomes. Susanne shows that leadership is a skill anyone can enhance, and that even the toughest setbacks can lead to the most impactful comebacks.

Her message is clear: ‘Smarter’ leaders focus on leading, while building companies that can handle the rest.