"You can have results or excuses - not both!


For over a decade I’ve been working with a great variety of businesses, organizations, entrepreneurs, talents, leaders and everything in between. My specialty is to help people reveal the true potential and with that I mean the unique potential that, once found, will be the best compass you’ve ever used! I use strategies from the world of business, personal development, psychology, economics etc. and blend it all together to create models, methods and perspectives that are easy to use and give instant result.

What I write in my CV:

Jenny Collén Gustafsson, 44 years old, living in Sweden and Dubai

Business developer, advisor, lecturer, facilitator and author

Master of science in business and economics and certified project manager

Entrepreneur since 2008: Designing development programmes for start-ups, talents and leaders in Sweden and the Middle East

Published a book (with a complete manual) for starting your own business “Konsten att vara entreprenör” (“The art of being an entrepreneur”, only available in Swedish) in 2013 in collaboration with the Swedish Agency for Economic and Regional growth.

Companies and organizations I’ve worked with; The Swedish Agency for Economic and Regional Growth, ALMI Business partner, Bureau of innovation, Vinnova, Berghs School of Communication, Bonnier Corporation, Scania, Volvo, Handelsbanken, SEB, PWC, Telenor, SPP, Vectura, Young Presidents Organization, Government of Åland, Doberman, Telge, FSO, Science Park Gotland, Swedish Championship in Economics, Klara K, Days of Growth, Hyper Island, EFG and many more.

Currently writing on my second book “Intuition is the new black™”

But what truly has formed my mission in life isn’t my CV, it’s my own life story…

My life story isn’t beautiful, to be honest it’s quite the opposite. It contains a dysfunctional family, drug abuse, alcoholism, depressions, bullying etc. etc.. I’ve always been a restless soul, sometimes being able to cope with it in a constructive way but a lot of the times fallen into extremely destructive patterns. If I were to write down all the different jobs I’ve had or the numerous educations I’ve signed up for (and never finished…) you would be bored so I just sum it all up with the fact that it has been a hell of a lot.

But that life has given me the greatest gift of all! A mission that I never question! The mission to help as many as I can optimize their true potential. A mission that I embrace every day because I know what it means to be lost. To know that you don’t live the life you want to but not knowing what the life you want to live looks like. To know that you have so much more potential in you but not how to manifest it.

Throughout my life I’ve come across extremely diversified groups of people. Everyone from A-students, junkies, hippies, celebrities, entrepreneurs, leaders, CEO’s, religious, nonreligious, Europeans, Americans, Asians, Arabs, Africans etc. etc. And I’ve realized that we’re all facing the same core problem, the problems just manifests in slightly different ways.

There is no answer that “fits all” but my own life story and coaching others has given me a hell of a lot of experience throughout the years and from that I create tools. It can be a new perspective, a model, a method, a quote, a picture, a lecture…whatever tool I can come up with that makes it easier for each person to find their own truth, hence optimizing their true potential!

A couple of years ago I hit the brick wall. Life gave me challenges I wasn’t equipped to handle and I, very unwillingly I have to admit, had to hit the brake. And the things that happen in a persons mind and soul when you have to stop running…for me that became a life changing experience. All of a sudden I had to face, and deal with, the really deep stuff that I, consciously and unconsciously, had been running away from.

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The most common question you get when you hit the brick wall is “when are you going to be your old self again?” People ask that with the best of intentions BUT that is the hardest question to get because you know in your soul that you can never go back. You want to be able to say “I’m back within three weeks and then it’s business as usual”… But you know that that won’t happen unless you want to end up not just hitting, but f—ing killing yourself hitting, the brick wall! You have to create a new version of yourself and that is scary but if you’re ready to face your own lies and all your explanatory models, this moment will be the most mind-blowing moment in your life. The moment when you start discover your TRUE self and hence your TRUE potential.

I created my own rehabilitation program. Using every skill I’ve required in my work as a coach and facilitator for development programmes combined with a hell of a lot of research within everything from hardcore new-age stuff to the latest on human behaviors, stress, motivation and general phycology. I used myself as a guinea pig and all of a sudden people started noticing my transformation. A transformation I sometimes didn’t even see myself. A transformation into being the best version of myself I’ve ever been. It didn’t just run smoothly… Some people were intimidated by this new version because the truer I became towards myself, the truer I became towards others. And sometimes the truth hurts. But that’s just temporarily. That’s just when you clean out the lies. After that is done the truth truly is what sets you free. Free to be the person you’re meant to be. Free to live your TRUE potential.

Throughout this process I didn’t just use myself as a guinea pig. When I started to see the massive changes in myself I invited more guinea pigs to try it out, and it worked!

In this blog I share perspectives, thoughts, tools that hopefully make you want to be a guinea pig in your own life! A guinea pig that realizes it’s TRUE potential and never has to ask the question “what if…?”