text: Audur closed its first fund, Audur I, in March 2008. Unlike the Björk fund, the $42 million fund invests on the presumption of operational three- to five-year-old companies that are profitable, in need of additional capital to grow. Audur focuses on companies run by women or whose main customers are women. Founded by Halla Tómasdóttir, former managing director of the Iceland Chamber of Commerce, and Kristin Petursdottir, former deputy chief executive of the London investment bank Kaupthing Singer & Friedlander. They wanted to start a business with more than just economic profit as a goal, and say that they offer their portfolio companies not just financial and knowledge capital, but also "emotional capital."
  The newest investor in the firm, Björk, "has become a spokeswoman for innovation, creative thinking and increased diversity in the Icelandic economy," they said on their site. Here are some added references, from Audur: BJÖRK is a venture fund looking for investment opportunities in small and early stage businesses — intended for investors seeking investment opportunities in new venture creation and the business development of small companies with the objective of catalyzing the recovery of the Icelandic economy. BJÖRK is established jointly by Audur Capital and the world renowned musician Björk, who has become a spokeswoman for innovation, creative thinking and increased diversity in the Icelandic economy. BJÖRK-venture fund will be run by Audur Capital who has put down the initial investment of 100 million ISK. BJÖRK is currently seeking investors to participate in the fund. We plan to close investments by March 2009. Interested investors can contact Halla Tomasdottir, executive chairman of Audur Capital through halla@audur.is. Investment opportunities that suit BJÖRK's investment strategy will not be considered until the fund has been closed. If you have an interesting investment opportunity for BJÖRK you can send us a short description of the company which will be taken into consideration once the fund's financing is complete.
  And that's not only to the experience of the person(s) on the inside, but to the outside, as well. That speaks to Halla Tómasdóttir — the legacy of her foundation, as well as the implications of her strategy in bringing in the spiritual presence of Björk. • Cult & Culture: intimate the very hardwiring of the human brand genetics.
  As she says, "there is no map to human behavior". It's simple — to her measure, her actions concretized in contribution:
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  Tim Girvin says:	December 17, 2010 at 1:25 pm	Check out the video link below. Halla, the foundress of Audur. Her notes, culled from the talk — Diversity of thinking — the nature of a financial services firm that wouldn't be focused on "men's principles" but better to something that could be set of "women's values" – there are some interesting insights here. Halla — who I've written about above (along with the visibility of Björk) focus on these principles: • Risk Awareness: "you should always understand the risks that you are taking – if you don't understand, then don't go there. 2007 — there was a great deal of investment in "smoke."
  • Straight talk: "telling it like it is" — believing in telling it transparently – it's not just about the good, but it's about the bad "truth". • Emotional capital — due diligence — it is actually people that make money and lose money, the challenge is never in the spread sheets of excel — it's the people that are making the call. Emotional focus. • Profit with principles — we want to see profit that implies sustainability, care, supporting human interests. • The principles could be a leaning toward the notion of a "female trend" — which isn't about men being better, or women being better — it's about women being different. • Better decision-making, less herding, more clarity — and moving ahead with principles that are founded on the premise of "the feminine" I've snagged these from here — check out Halla at TED: http://www.ted.com/talks/halla_tomasdottir.html?utm_source=newsletter_weekly_2010-12-15&utm_campaign=newsletter_weekly&utm_medium=email
  I might comment that a study of the "remarks" from the TED community is fascinating. A lot of deepening passion and rather bitter engagement — mostly from men, who decry the character of her attitudes. Kind of piss poor, I'd take it — I'm sure that are many that might applaud the "male" stance on her thinking (mostly negative) while others laud her conditioning for what's next. Watch and see. tsg | decatur island