Rúna is an international speaker and executive coach who specializes in personal branding. She helps ambitious executives find their X-factor and promote their unique qualities. The document discusses how the world is changing with increased automation and technology, bringing more flexibility and independence through specialization built on passion. It provides 7 steps to finding one's own X-factor, including clarifying a vision, discovering your passion, defining your personal values, and consistently positioning yourself in the market based on your X-factor.