Halla Tomasdottir managed to take her company Audur Capital through the eye of the financial storm in Iceland by applying 5 traditionally "feminine" values to financial services. At TEDWomen, she talks about these values and the importance of balance.

Halla Tomasdottir believes that women’s values are key to solving Iceland’s economic crisis. In 2007, Halla and her business partner, Kristin Petursdottir, co-founded Audur Capital to bring greater diversity, social responsibility, and “feminine values” to the financial services industry.

These values include independence, risk awareness, straight talk, emotional capital, and profit with principles. And Audur’s approach appears to be working. The investment firm’s innovative offerings—such as the national green-tech investment fund they set up with pop icon and homegirl Björk—may just help save banking in Iceland.

Susan notes: you wouldn't do it to them, so please, don't do it to me - or to other small business owners and entrepreneurs :)