Discover the INCREDIBLE journeys of the women in our community.
In our Member Stories, we hear from our members about the experiences that have shaped them, the challenges they’ve overcome, and how they are driving impact in their industries and beyond.
Lisa Bjorksten
lb creates
Lisa is a global brand strategist, marketing leader and storyteller with a passion for helping organisations turn insight into relevance, visibility and growth. She is the founder of lb creates, built for marketing, communications, brand and social teams navigating an increasingly AI-influenced world, bringing a more connected, human and effective approach to achieving real growth and impact.
Share an experience or challenge that has shaped you? One of the greatest privileges of my career has been building on every chapter rather than starting from scratch. From journalism to magazines, agency leadership and now my own consultancy, each experience has sharpened my curiosity, broadened my perspective and shaped how I see the world.
Best piece of advice you have ever been given? This is a hard one! Many pieces of advice from influential people (mostly women!) in my life have helped me along my journey. Probably the most powerful that’s consistently stayed with me is: “you can do this”. Also, it’s a cliché (but a cliché for a reason): failure is only failure if you don’t learn from it.
What advice would you give to your younger self or a woman just starting her career? See all of the above! “You can do this!” And don’t let anyone tell you you can’t. Lean into what you believe in, what you know you’re good at and give it your all.
What does success mean to you? Freedom. The freedom to choose the work I do, the people I work with, where I spend my time and the life I create. Success is having an impact without sacrificing myself to achieve.
How do you handle challenges and changes? What's in your toolkit? Having lived and worked across four countries and continents, I’ve learned that every challenge eventually gives way to new opportunities. I remind myself that I’ve overcome difficult times before, so I can do it again. Running clears my mind, travel broadens my perspective, and resilience—simply finding the strength to keep moving forward—is the tool I rely on most.
Why is it important to support women in business and women-led business? I often describe it as the “pendulum swinging” - and right now, it can feel like it’s moving in the wrong direction.
That’s why supporting women-led businesses is so important. Progress isn’t guaranteed; it has to be actively protected and pushed forward.
Backing women isn’t just about visibility; it’s about creating real opportunity. Championing each other. Opening doors. Lifting each other, so that progress continues, not reverses.
That’s why supporting women-led businesses is so important. Progress isn’t guaranteed; it has to be actively protected and pushed forward.
Backing women isn’t just about visibility; it’s about creating real opportunity. Championing each other. Opening doors. Lifting each other, so that progress continues, not reverses.
60 Seconds with Lisa Bjorksten
My inspiration is: People who reinvent themselves. The ones brave enough to leave comfort behind in pursuit of something more meaningful.
This is kind of random but also: Groove Armada, The Rolling Stones, Madonna, Carl Cox … these guys who have been around for decades and still keep reinventing themselves to be both classic and current at the same time and, having seen both Groove Armada and The Rolling Stones recently, it looks like they have a good time doing it too. Isn’t that what life’s all about, whether you work in an agency navigating AI or you’re a musician?!
And final answer to this question: my partner - he’s incredibly resilient, optimistic, adventurous and fun in equal measure. What a recipe.
This is kind of random but also: Groove Armada, The Rolling Stones, Madonna, Carl Cox … these guys who have been around for decades and still keep reinventing themselves to be both classic and current at the same time and, having seen both Groove Armada and The Rolling Stones recently, it looks like they have a good time doing it too. Isn’t that what life’s all about, whether you work in an agency navigating AI or you’re a musician?!
And final answer to this question: my partner - he’s incredibly resilient, optimistic, adventurous and fun in equal measure. What a recipe.
My greatest fear is: Living a life that is smaller than the one I’m capable of.
The most courageous thing I have ever done is: Walking away from a life that looked successful on paper but no longer felt right—and trusting myself enough to start again.
I am most proud of: Building a career that has taken me around the world while never losing my curiosity, and having the courage to back myself by building my own business.
Guiltless pleasure: Swimming in the ocean, long lunches by the water, and booking flights before I’ve completely talked myself out of them.
Mantra I live by: I’m actually a huge fan of mantras, but rather than list them all, I’ve chosen my favourite here:
“I am always doing that which I cannot do, so that I may learn how to do it.” — Pablo Picasso.
“I am always doing that which I cannot do, so that I may learn how to do it.” — Pablo Picasso.
“The real voyage of discovery consists not in seeking new landscapes, but in having new eyes.” — Marcel Proust
Female role model: Hands down, my mum. She’s relentlessly optimistic even in the face of adversity. She’s the rock of our family. She’s always there. She taught me the love of books and travel (bet she regrets taking me from country Australia to Europe when I was 8 though!) She’s fun and spontaneous (Want to come to Korea on Friday, Mum? Sure!) And she’s strong - she reinvented her career at 45 to do something she loved and has been very successful in doing so. What an inspiration!
Women-led brand I love: MECCA. It has built an exceptional customer experience by putting education, community and long-term brand building ahead of short-term sales.
I also love the brand my brother and sister-in-law have built in Misty Creek - it’s an agroforestry farm near Byron Bay, Australia, and they live by their philosophy to take care of the land, of their animals, of themselves and my little nephew Freddy Fox!
But there are SO many. Look at Vera Wang just launching her ready-to-wear at 73! And Taylor Swift - not just a singer but an incredible businesswoman and brand unto herself. We’re lucky to be in an era of so many women-led brands to look up to - I’m also incredibly inspired by the women and the brands they run in The Women’s Chapter.
I also love the brand my brother and sister-in-law have built in Misty Creek - it’s an agroforestry farm near Byron Bay, Australia, and they live by their philosophy to take care of the land, of their animals, of themselves and my little nephew Freddy Fox!
But there are SO many. Look at Vera Wang just launching her ready-to-wear at 73! And Taylor Swift - not just a singer but an incredible businesswoman and brand unto herself. We’re lucky to be in an era of so many women-led brands to look up to - I’m also incredibly inspired by the women and the brands they run in The Women’s Chapter.
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