Sigrun

On February 20, 2026 I wrote this on a flipchart 👆🏼

PIVOT

Love big launches
I don’t love a big team
I don’t love small groups
I love big groups
I’m excited about women & AI, business
AI-First company...

This was me brainstorming with 3 entrepreneur friends.

My decision after this brainstorming was to close down my programs end of year or latest April 2027. And start fresh.

Then I started to feel uncomfortable about my decision.

On March 9, I had an operation on my arm to remove a skin cancer spot
On March 10, I went to a funeral in Germany
On March 11, I was at a pain clinic to get test injections

That afternoon I was supposed to rest but I was restless.

I felt like a frog in boiling water...
I jumped out of bed.
And designed a new business.

On April 30, 2026 I close down all my programs.
Tomorrow, May 1, I start fresh with new programs.

Everything on the flipchart has been implemented.

Advantage starts on May 1st.

It is for women who want to grow their business - with AI.

If that’s you, comment ‘advantage’ to join before we close doors.

10 years years ago, growing an online business looked very different.

I did everything myself!
I wrote every email
I created all my Facebook posts
I planned all my webinar slides
Manually.

And for a long time that worked. I built a €22M online business off the back of it. It’s what I taught all my students and it’s what built thousands of online businesses for women over the years.

But something has shifted.

Quietly at first, then all at once in February. The people who will have an online business in 2027 aren't now working harder.
They’ve would have stopped doing everything themselves.

And this ISN'T just about working smarter.

To put it simply, those who use AI can do a lot more than you. Your competitors who know how to use AI agents will outgrow you, this isn't a scare tactic it's a fact.

Your competitors are building teams, but not just with people… with AI.

And that changes everything because now it’s not about how much you can do in a day. It’s about how well you can direct what gets done, for you.

So that’s exactly why I rebuilt everything into my new program called SOMBA® Advantage.

Not to teach you more, but to give you a completely different way to build.

Which will save you a lot of money and time.

Doors close tomorrow at 6PM CEST and we start May 1st.

If you want to:

1. Build a business that runs beyond your time and energy
2. Create consistent sales, not just launch spikes
3. Lead with systems, support and AI - instead of doing everything yourself

You need to get inside.

No pressure, but this is one of those moments you’ll either move on…or look back on and regret.

Join if you’re ready: https://www.sigrun.com/advantage

By tonight, you’ll know exactly what to do next in your business.

Most people are watching the AI shift happen and waiting for clarity that never comes.

Tonight it comes.

I closed down my entire €22M business on March 11 and rebuilt it the same afternoon. Not because something broke. Because I could see what was coming.

And I’m not going to let you stay stuck watching from the sidelines.

Tonight on my free live call, you will walk away knowing what actually matters right now:

1. Do you need to pivot or just adapt?
2. How do you catch up on AI without the overwhelm?
3. What does your next 90 days actually need to look like?

You’ll leave with a real plan without the overwhelm.

A clear first move.

This is the most important conversation I’ve had with my audience in 12 years of business. I don’t say that lightly.

Tonight. Free. 6pm CEST.

Comment ‘ahead’ and I’ll see you there.

I love working with women who can feel something is shifting before they can explain it.

She's done doing everything herself
She's not waiting for permission
She's ready to move before it's comfortable

If that's you, this is for you.

I'm hosting a free live call this Tuesday. What To Do Now That AI Has Changed Everything.

I've been in online business for 12 years. This is the most important conversation I've had with my audience in all that time.

I don't say that lightly.

You will find out:

1. whether you actually need to pivot
2. how to catch up on AI realistically
3. what your 90-day action plan looks like

You'll leave knowing exactly what to do first.

The window is short.

Reply 'ahead' if you want the link.

Two months ago, I decided to pivot my €22M business.

Because something changed that will affect all of us.

Here’s what I’m seeing right now:

Most business owners are still using AI like a tool.

To write captions
To summarise notes
Helping here and there

But they’re still doing all the work themselves, that’s the problem.

Because the shift isn’t about using AI faster, it’s about using it to execute your business. And most people don’t know how to do that.

They don’t know:

What to automate
What to keep
What to trust
How to actually use AI inside their business

So they stay stuck in learning mode and continue to get inconsistent results.

That’s exactly why I’m hosting this:

What to Do Now That AI Has Changed Everything
📅 Happening this coming Tuesday, April 28th @ 6pm CEST

Inside, I’m not going to overwhelm you with theory.

Instead, by next Wednesday you will know:

1) what you should stop doing manually immediately

2) what AI should be doing for you instead

3) what your next 90 days actually need to look like

4) whether you need to pivot, or simply adapt

Because it's not about learning AI, it’s about not falling behind while others figure it out faster.

Comment 'ahead' if you want to get clarity on your next move and find out if you need to pivot.

I’m in Venice 🇮🇹 And once again…our annual girls tradition continues.

We all met in 1992 studying architecture in Karlsruhe.
Different countries. Different lives. But somehow, this stayed.

One weekend. Every year. No exceptions.

Not because it’s always convenient but because we decided it matters. There’s something about stepping away together,
pausing life for a moment, and picking up right where we left off.

We’ve kept up this tradition since 2008:

📍 2008 London
📍 2009 Berlin
📍 2010 Hamburg
📍 2011 Vienna
📍 2012 Reykjavik
📍 2013 Munich
📍 2014 Rome
📍 2015 Madrid
📍 2016 Lisbon
📍 2017 Budapest
📍 2018 Rotterdam
📍 2019 Valencia
📍 2020 Freiburg
📍 2021 Stuttgart
📍 2022 Zurich
📍 2023 Paris
📍 2024 Prague
📍 2025 Athens
📍 2026 Venice

18 years. Every single year!

No big secret it’s just a decision we keep making.

And honestly… I think that says everything ❤️

Sometimes I do things really fast and sometimes I do things really slow…This week I finally got an acoustic wall behind my desk to reduce echo, plus an acoustic standalone wall in front my desk. 🖥️

Thank you for the inspiration Ina!

I also got myself a new 4K AI-enabled we**am that can follow me around if needed. This camera has an in-built microphone which is pretty good but I am getting a wireless version too.

Yesterday morning, a YouTuber came over to give me advice for the my YouTube setup and she decorated my background and helped me figure how to set up and decorate 2 more locations in my office. (thank you Paige!)

Now I am well on my way to get ready to record for the relaunch of the Sigrun Show as a video podcast.

I still need to get the said microphone, find an adapter for my video light, order a lounge chair in red, side table in black, black vase with red flowers and a red side lamp.

The final setup will be three locations in one room that help me have variations in my videos plus I will also record some in my living room.

I am getting excited to start the recordings - not just because I will have a great setup, sound and light - but also because my plan is to have my podcast agent do all the work after I record - that I find super exciting!

I almost didn’t go to Málaga.

I signed up for the EY Winning Women conference one minute before the deadline and I’m so glad I did.

On day 2, I spoke about my pivot.

Why I’m closing my programs.
Why I’m turning them into AI agents.

But what stayed with me wasn’t my talk.

It was the room full of serious founders and experienced women.

And still… they felt behind. Because something changed in February and everyone can feel it. The timeline isn’t years anymore. It’s shrinking.

18 months isn’t your window. It’s your deadline.

The real window? 90 days.

Not to learn AI but to actually use it in your business. Because if you wait, you don’t catch up and you fall behind.

That’s why I built Advantage.

Not another course but an AI marketing team that works with you, from day one.

You lead, it executes.

Doors close in 9 days, April 30th.

If you’ve been feeling the shift…

Don’t ignore it.

Comment ‘advantage’ if you want to evolve and get inside 🤌🏼

Last week I attended EY Entrepreneurial Winning Women Annual Conference in Malaga.

It confirmed everything I thought was happening in the world.

And I wasn’t even sure I could go. I had planned something else this week. Then things changed and last minute, literally one minute before the deadline, I signed up.

I am so glad I did!

This was my second EY Winning Women conference and it was even better than the last one in Lisbon.

This time I was also in a vulnerable place. I had just announced I was closing down all my programs that had made me €22M in the last 12 years. Instead, I am turning all my programs into agents and giving my clients a ready-to-go AI marketing team.

Scary? Yes. But it also feels like the right thing at the right time.

By the end of day 1, I already knew I wasn’t alone. Every talk was about the same thing. February was the turning point. The world is different after Claude Opus 4.6. Some founders said they haven’t slept since the shift. Women around me were realising they want an AI-first company and they are not moving fast enough. Everyone wants to catch up.

On day 2 afternoon, I gave my 7 minute talk on the pivot. The room already knew why it mattered.

A small thing that meant a lot: I came through the Swiss EY office, but seeing Iceland listed as one of the countries attending, and “velkomin” on the screen, made me feel genuinely welcomed. Thank you for that detail.

Thank you Natasa Nikolic for bringing me into this community and making every moment count. And thank you to the EY team for building something this generous, this sharp and this on time.

To the women I met and reconnected with, I look forward to staying in touch. ❤️

I got fired from my CEO role in 2013.

I recently decided to close down all my programs.

I accidentally sent a “your credit card has failed” email to my list, resulting in hundreds of panicked replies.

My first online course launch failed, with only 1 sale which I refunded.

I went from a $25,000 month to $1700 because of self-sabotage.

But here’s what I’ve realised:

None of these moments were failures.

They were signals.

Signals that something needed to change. And every time I listened, everything moved forward.

Every time I ignored it, things got harder.

That’s why I don’t wait anymore.