05. Bjoern Keune

Aligned Founder

Bjoern Keune is a successful entrepreneur & investor.

He was the co-founder, CEO & executive chair of Invincible Brands, an E-commerce company consisting of 5 different brands which grew from 0 to 100mil€ in sales in 5 years.

After selling that company to the German multinational firm Henkel in 2020, Bjoern had finally achieved the business success he had spent many years pushing himself to the limit to reach.

Along that path to success, Bjoern had created many personas. These were false images of how he believed he needed to show up, in order to play that challenging role of leading the company.

Meanwhile, he also developed many negative addictions as mechanisms to escape from the intense demands of running that company.

After his big exit, he was downhearted to find his achievement of financial freedom didn’t bring him the true happiness & freedom which he believed would accompany it.

The emptiness of this truth & subsequent worsening of his life circumstances forced him down a path of self discovery & search for answers.

It was his introduction to Pete Byrne & the work they did together, using the technique of “Breath Repatterning” in combination with coaching, which changed the trajectory of his life & helped him understand who he really was as a human - beyond business success.

Bjoern’s belief in the power of this modality “Embodied Coaching” as a tool for founders & entrepreneurs has led to him becoming a co-founder in ReallyAlign & creating the opportunity for that work to now come to the German business & startup world.

Nowadays, Bjoern is focused on investing in pre-seed companies. He is an investor & advisor for a handful of early stage companies, with whom he uses his passion for Zen meditation & open, honest sharing as vehicles for doing business in a completely new & more authentic way.

In this episode, Pete & Bjoern explore:

• Where Bjoern’s deep desire for freedom & business success stems from
• The biggest lessons he learned from his first company “Arzttermine”
• Why firing employees was his biggest fear
• The 3 pieces of advice Bjoern would give to his younger founder self
• The importance of timing in business & how to improve yours
• How a single meeting led to starting a 400m€ company & the secrets to Bjoern’s success with Invincible Brands
• Why something broke inside of him the day he sold his company
• The deeper reasons why he developed negative addictions
• How a retreat experience in Greece helped him cry for the first time in 22 years
• The most important tool he used to connect to his inner sense of joy & love again

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