Lili Assefa

Entrepreneur Stockholm

I´m an mother , wife , entrepreneur, PR-enthusiast, tv series junkie, I live with my family in Stockholm and we just got a new addition to the family, the Yorkshire terrier Dexter. I am running a PR-agency called Assefa Communication and I am a partner in two Swedish fashion brands Whyred and Hope. Oh, and one more thing – I always run! And not on a beautiful path by the water with the sun in my eyes, no. I run between meetings, the grocery store, picking up kids from school. Running ang not walking is just the rhythm in me!

What drives you? What does ‘making a difference’ mean to you?

Making a change! It doesn’t matter if it´s about rebuilding a brand, taking a stand against racism or helping my daughter with her homework. I want to see the transformation and the change.

I do think that mentally I am an underdog and that is my most important driving force. Somehow, I want to show the world that you don’t have to come from the establishment.

Making a difference to me is about making people in my surroundings smile and feel happy. As I said above I want to make a change and I don´t want the world to remember me by the work I have done, but for the difference I made!

Tell us a story from your past that has really shaped you. What did you learn?

When my daughter only was a couple of years old we went to visit my mother in Ethiopia to baptise my daughter. The ride to this beautiful place where the baptism took place was a 3 hours car ride away. After 1 hour in a 30 degrees car I realized that I had forgotten my daughters dress at the house. We had to go back and pick it up and then start the journey over again.

The baptism was fantastic and beautiful on one of the most beautiful places I have ever seen.

This experience made me realise that the road can always be bumpy, and you sometimes feel like giving up and you sometimes even need to start over. But stick in there because the result can be amazing!

If you could travel back in time… what piece of advice would to give to yourself ten years ago?

I would teach myself that the deal is only closed when it´s really signed and done, don´t pop the champagne to soon. But when the deal is really done, you always have to pat yourself on the shoulder and toast!      

What does your morning routine look like? How do you maintain balance in your life? 

My morning routine is very different, but I always start the day by walking my dog, drinking coffee, taking a shower, preparing the kids for school and then out the door .I am a morning person and I am usually the first person at the office.

I think that I have a good balance between just lying in the sofa, having a late dinner with friends and working hard. My workout and walks with dog has become important to me, that´s the time when I can disperse my thoughts and get my frustrations out. 

What bio or life hack would you like to share with the world?

My life hack is to push the OFF button, just turning the iPhone upside down.

When are you most happy? Where is your happy place?

With my family and friends, travelling together with no demands. And when I am closing fun deals, of course!

My happy place is at our summer place in Mölle, south of Sweden.

What’s your favorite type of training? 

Walking listening to documentaries, tennis and of course I like the feeling of being pushed by my PT Jens.

Why is training important for you and your career?

I don’t think it is important for my career, it is important to me! Research tells us training makes you sharper. So I have to believe it.

What’s next? What are your ambitions for the future?

I want my business to grow and I want to grow with them.

But the most important thing for the future is to make my bum look as good without my Casall training thighs as it does wearing them!