The clock is ticking. Minutes slip through your fingers. Hours turned into routine tasks that could be done in half the time.

This awareness hit me one winter morning in 2018 as I looked out the window of my apartment in Kópavogur at the raw, Icelandic landscape. I had moved to Iceland, leaving behind years of physical work in various parts of Europe. Every day on the construction site taught me one thing: time is the only resource that cannot be regained.

I started with small things. First, productivity books. Then time management blogs. I quickly noticed that the same principles I applied to organizing my own day could be applied to business processes. What began as a personal need for time optimization turned into a methodical obsession with eliminating inefficiency.

"Time is money" - this phrase took on a whole new meaning for me. Every manually filled form, every repetitive task, every switch between systems - I saw these processes as time leaks that could be plugged.

When my sister asked me to help streamline the workflow in her sewing studio, I already had an arsenal of techniques and tools. I replaced her chaotic Excel sheet system with simple automation in Shortcuts. The result? Instead of spending 15 hours a month on administration, she could devote that time to design. Her business thrived, and I saw the potential.

Then came 2022 and everything changed. ChatGPT entered the scene. What previously took days of programming could now be achieved in hours. Exponential growth in capabilities. An avalanche of new tools. Automation that was once a luxury of large corporations suddenly became accessible to small businesses.

I was like a kid in a toy store. Make.com, Airtable, Notion, Zapier - each tool opened new doors. Integrations that previously required months of developer work could now be created in a few days. My obsession with time optimization found the perfect outlet in the era of AI and no-code.

For one service company in Reykjavik, I created a comprehensive system based on NFC cards, automating service tracking and customer communication. A system that brought:

My introverted nature fit perfectly into this world. Hours spent alone researching, testing, and implementing solutions. Uninterrupted analysis of systems and processes. Methodical study of documentation. What would be monotony for some was a fascinating journey of discovery for me.

While others sought inspiration in social interactions, I found it in the silence of my office, analyzing data and seeing patterns that eluded others. This introspective perspective allowed me to look at business problems from a distance and with the precision of a surgeon, identifying areas that needed improvement.

Over time, I realized that automation is just one piece of the puzzle. The processes we optimize generate data. Data requires analytics. Analytics lead to business insights. Insights require action - and the cycle continues.

So I naturally began to expand my skills in business analytics, creating decision dashboards, and building systems to support strategic decisions. And since the best solution is useless if no one uses it, I started delving into the secrets of marketing and personal branding.

Today, these seemingly independent areas - automation, analytics, marketing - form a cohesive ecosystem in my work, where each element reinforces the others.

In my approach, I am guided by three principles:

Today, when I see a small business in Reykjavik drowning in administration, Excel sheets, and manual processes, I see not just a problem, but a potential waiting to be unleashed. Potential that can be transformed into real business value through well-designed automation.

I see entrepreneurs spending 40% of their time on tasks that can be automated - time they could devote to business development, innovation, or simply life outside of work.

Every day I wake up with one goal: to transform my "obsession" with time optimization into tangible benefits for Icelandic entrepreneurs. Because time is the only resource we can never get back - but we can use it more wisely.

Let's talk about how automation can unleash the potential of your business.