Sabina Karlson : on balance, leadership and sustaining creative energy

After five years of leading her own agencies in Copenhagen, co-founder and managing director Sabina Karlson is entering a new chapter, taking a step back to reflect, spend more time with her family, and explore what’s next. Through our Work-Life Balance & Boundaries theme, she reflects on preserving your creative energy and why leaving at the right time can be as powerful as starting something new.

When Sabina Karlson launched her own agency in 2020, it was a chance to shape a business that valued both creative excellence and personal life, all on her own terms. Now, five years on, she’s making a different kind of bold move by stepping away from the company while it’s thriving.

With a strong brand, great clients, and a new managing director in place, Sabina is taking time to be with her family, explore her wider interests, and reflect on what her next step should look like. In our latest In Her Own Words feature, she talks about learning to set boundaries, protecting creative energy, and redefining what balance means at different stages of life.

Have you ever struggled with setting boundaries in your career, and how did you handle it?

Yes – especially early in my career. When I started out in advertising as an account manager, I wanted to learn fast and prove myself. I worked long hours, answered emails at any time, and felt guilty if I didn’t respond instantly. I remember ending morning workouts and running to my locker to check if a client had called, my stomach in knots if I’d missed them. No one asked me to do this. I put the pressure on myself, thinking that being “always on” made me better at my job.

When I had my first son in 2019, I realised that if I kept working like that, I’d be a distant mum with no energy left for my family. Starting my own agency the following year gave me even more perspective. I could set my own rules, and I learned it was okay to answer later – even if the project was important.

It’s still something I have to work on. In high-pressure situations, I sometimes slip back into old habits. But I’ve learned that most things can wait until tomorrow, and being available at all hours doesn’t make you a better leader. For me, the real pressure came from worrying about what others might think if I didn’t reply straight away.

In reality, most people don’t expect you to respond at all hours. If you’re structured, transparent, bring good ideas, and are reliable, they know you’re there and will deliver. The boundary isn’t about checking emails; it’s about letting go of the guilt.

Ref: https://www.creativeboom.com/insight