Maja Svensson/Björn Ceder. Maja Svensson is the founder and CEO of ELSA AND ME. Born in Sweden, she now lives and runs her business in Brooklyn. ELSA AND ME just a launched a Kickstarter campaign. How has your life experience made you the leader you are today? I'm not sure I can claim that I have life experience at 33, but let's assume I do J I have become the leader I am today partly because of the family I have, who are basically all teachers, and who have always promoted teaching instead of preaching, meaning you learn by doing and others learn by your doing, independent of what you're saying.