Creativity and the ability to thrive despite internal and external challenges are qualities embedded in the majority of us inhabiting this island. The very enthusiastic Magdalena Falter and Svava Björk Ólafsdóttir from Hacking Hekla have been hacking the Icelandic countryside in search of innovation and sustainable development, wearing their impeccably knitted Icelandic wool sweaters. I was excited to interview these two creative, inspiring, and good-humored minds at Háskólatorg. We chatted and had some good laughs.

The first hackathon was in South Iceland. The focus was on innovation and working towards a sustainable future, which involved creative solutions related to food. The winner, Ómangó, came up with the idea of extracting mango cells and using them to produce artificial mangoes. This was the result of research on the excessive amount of carbon dioxide produced by importing the fruit to Iceland. You can read all about it on Hacking Hekla’s platform, “Hacking Hekla Hugmyndaþorp.”

“Our project is not only about creating ideas but rather a dialogue. The metaphor I use is that of an iceberg. The outcome, projects, and participants are on the top of the water, but the wide network we build is underneath,” says Magdalena.

One thing to get out of the way is explaining the name “Hacking Hekla.” The term “hacking” is used in reference to a platform where people gather with the common goal of finding solutions for sustainable development in sparsely populated areas. Hacking Hekla allows for this to happen and generates real “life-hacks” for tackling the challenges of this century and boosting local economies in the country. The Icelandic word used to describe this process of collective creation is lausnamót.

Magdalena and Svava dream about living and working in the idyllic Icelandic countryside. That was one of the reasons that drove them to embark on this journey. I, myself, share similar aspirations for the future, so I was eager to know more and naturally curious about their backgrounds.

M: “I am a PhD student at the University of Iceland and my focus is on entrepreneurship and digital innovation in rural Iceland, where I have been living and working. I always wanted to combine my PhD with the countryside. So I had this idea that we need more innovation there, so one doesn’t need to go to Reykjavík to be able to work in entrepreneurship and innovation. When I started contacting entrepreneurs, I met Svava. I figured out that we were a good fit. Since then, we have worked together on this project.”

S: “I come from the support system of entrepreneurs here in Iceland. That’s what I did for the last six to seven years - [everything] from the first steps to managing projects, hackathons, accelerators, and business plan idea competitions. I had been working for a company called Icelandic Startups for five-plus years when I left in 2019 and started my own consulting company called “Rata” which actually means “a rat” in Spanish.” [She sighs.] “Here in Iceland, it means to find your own way. We assist entrepreneurs and teams within bigger companies to work together better while following your passion. That’s what we do. It really fits into my personal goals and passions.”

You hosted your first event, Hacking Hekla 2020, in October last year. Tell me more about this year’s event.

S: “After a successful launch last year, one of our mentors was so interested that now we are going to North Iceland to work with her. We are putting together an event called Hacking Norðurland. This is Hacking Hekla together with EIMUR, Nordic Food in Tourism, Samtök sveitarfélaga á Norðurlandi vestra (SSNV), Samtök sveitarfélaga og atvinnuþróunar á Norðurlandi eystra (SSNE), and Nýsköpun í norðri (NÍN). These are important players in North Iceland’s regional development.”

“The four-day event starts with a pre-event on a Wednesday where participants will meet each other online. The opening ceremony webinar will be on Thursday. We’ll cover the challenges we want people to focus on and educate participants on specificities of the region - namely, food, water, and energy. Finding futuristic ideas using local resources. The lausnamót itself starts on a Friday and ends on Sunday.”

What kind of partnerships are you looking for?

M: “We always look for strong partners connected to the regional development of the area we are working on. The general Icelandic regional development plan stipulates that innovation in the countryside needs to be improved. That’s why they welcome us and are pretty open to our cooperation.”

S: “For example, EIMUR focuses on geothermal energy and entrepreneurial activity in the area.”

M: “Yes, passion is key in the partners we want and in our project as a whole.”

M: “Also, we encourage people to familiarize themselves with other people’s projects and form teams. This brings so much value.”

How do you understand the concept of sustainability?

M: “We choose our team depending on the region; we use what the region is giving to us. Everybody wants to be sustainable these days. But it cannot be sustainable when you still need to import resources. We want to use what is available to us and think about new and better ways to use these resources.”

S: “Exactly, it is not an option anymore, recycling is not enough. We think Hacking Hekla can help push people a little bit further. We need to rewire our brains and ways of thinking.”

Crisis is the Mother of Innovation

Hacking Hekla is a form of informal and practical education on sustainability. It is a process of changing mindsets by sparking a little bit of confidence in people. We are situated in a land of challenges, but also possibilities.

We are well aware of the need to be creative and invent solutions on our island. After the 2008 crisis, the entrepreneurial scene flourished. Last year was no different, with the biggest number of hackathons in Iceland as of yet. The pandemic accelerated a global trend of people moving away from big cities. Several jobs can be performed at home, and one does not need to drive or take a flight to attend a meeting. This is excellent for the environment overall, and some of us may be getting used to being away from the hustle and bustle of capitals.

Anything else you would like to tell our readers?

M & S: “Sign up for Hacking Norðurland! Everyone has an idea or wants to learn about entrepreneurship, development, and sustainability. Here’s a chance for you to conquer your fear of the spotlight. The personal benefit is high, and maybe you can also build your future upon this. Oh, and there will be a prize for the winner!”

Hacking Hekla: Eruptions of Creativity in the Icelandic Countryside