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Interview with Annicken R. Day

In her interview with A-Speakers Annicken R. Day explains why and how a company should transform from a caterpillar into a butterfly and what makes her jump out of bed in the morning. Read more in the energetic conversation below.

Why is the corporate culture an important element of business success?

Corporate culture is a company’s unwritten – or written – “way of doing things”; the values and beliefs that shape people’s actions and behaviors; how they do things, what they prioritize, how they build stuff, sell things , talk to and treat each other… and  their customers.  Companies with positive corporate cultures, with happy and engaged people who enjoy coming to work, experience many business benefits; better collaboration, more innovation, happier customers  – and up to 50% better results than companies with less engaged employees! Culture is the strongest predominator for business success but is still a huge untapped potential in most  businesses today.


Can you give three simple tips to improve the corporate culture of a company?

In my experience, there are some fundamental elements to any business’ success  and that is that their people know the 3 following things:

1. who they are (a sense of identity based on values and beliefs)

2. Where they are heading  (the vision and strategies of the organization, their team and their job)

3. how they will work together to get there (a defined culture that guides people’s actions and behaviors)

Companies that, in addition to the 3 points above, invest in building trusting relationships, give people opportunities to learn grow and encourage happiness and joy at work, will have themselves a winning culture!


In short, what is the Butterfly Effect in business?

The Butterfly Effect is the amazing business results that follows when a team decides to move from who they are (old habits, mindsets and behaviors)  to what they can become (new ways of working, leading and thinking). Moving from the caterpillar mindset (closed, small, limited) to the butterfly’s way (expanding, playful, limitless) is not necessarily easy but it is unquestionably very rewarding, both personally and business wise.

The business agenda has changed dramatically the last 10 years but the way we work and lead has not changed so much. Both people and businesses are hurting as a consequence of that; 9 out of 10 workers say they do not look forward to work in the morning. The Butterfly Effect is a 7-step method that awakens the potential that lies in people and teams and inspires them to fly higher than they ever thought was possible.


Who or what inspires you most?

I am inspired by people who dare to stick they chin out and challenge the norm and status quo, people who challenges and deepens my thinking and everyone who tries to make a difference in this world, whether it is on a small or a large scale. I have always been a huge Steve Jobs fan and I adore Richard Branson’s “let’s do it” attitude and his “joie de vivre”. They are both rebels who have, and are, making a huge impact on the world.

What makes me jump out of bed in the morning is the opportunities to meet and work with people who wants to grow themselves, and the wonderful experience of seeing the light go on in people’s eyes when they find back to their purpose, passion and inspiration. There’s absolutely nothing like it.


What results can clients expect from your keynotes?

Clients can expect to get inspired and motivated to examine old ways and habits, and make positive shifts in the way they work, lead and live. I always give some concrete advise and take-aways and emphasize that no matter how inspired they will be when leaving the room, nothing will really change unless they make purposeful actions towards that reality they would like to create. I am known for installing positive energy, happiness and hope combined with simple and straight forward business advise, based on  my extensive experience of working in the field myself. To me, a successful talk, is when people are more shiny-eyed when they leave the room than when they came. I am glad to say that the people who attend my keynotes usually are.


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