About Anni and Gritty Minds


My career journey has in no way been a straight line and certainly not based on any 3, 5, or 10-year plans! Wiggly might describe it, and I've enjoyed it. I have also hated it; felt exhaustion and at times been confounded by company priorities.


One thing I can say is that I honestly love my work. Investing a lot in your career is by some admired and by others questioned. Fact is, it isn't about what anyone else thinks about your career and life choices, it is what you make of them! I've learnt this through the years, and I've learnt to accept, celebrate, and sometimes forgive myself for decisions I have made. 


Gritty Minds is a name that has great significance to me; fundamentally it tells you the story of what I deeply believe about people. If you want to achieve something, you can - if you set your mind to it and put in the effort (grit).


Great news is that anything is possible, the difficult thing is that, well... it is difficult. Being older, (somewhat wiser), and more experienced, I more profoundly see the value in the people who helped me, mentored and guided me, challenged and celebrated me. As an independent and highly self-reliant person, I could have benefited earlier on from being more open to receiving support - a coach would have been great during certain stages of my life and career. To help me reflect, prioritise and process decisions. That's why I now offer my support to others. So that you may achieve your goals - whatever they may be.


- Anni Jørgensen

Career summary


  • 2023 - : Established Gritty Minds in 2023 in the UK. Since 2025 run out of Denmark.
  • 2018-2024: Head of/Director Learning & Development in various global companies (retail, transport, SaaS).
  • 2010-2018: Consultant within organisational development, talent management, learning and leadership development. Working as external consultant and later as in-house consultant and subject matter expert (management consulting, medical device industry).

Education summary


  • 2010-2025: Ongoing certification in various personality style, preference and assessment tools.
  • 2024: Completed training for ILM Level 7 Diploma For Executive and Senior Level Coaches and Mentors (In Good Company).
  • 2022: Executive Leadership Programme (Saïd Business School, University of Oxford).
  • 2010: Master in International Business (EGADE).
  • 2009: MSc Economics and Business Administration (CBS).

Gritty Minds in a nutshell ...


Many years working within people development and organisational culture have led to four core promises. Feel free to think of these as values, however I call them promises because they go beyond who we are or want to be.



Gritty Minds is founded on delivering on these promises everyday.

What you want to achieve, you can

Gritty refers to the colloquial meaning of a person of courage and resolve;  and strength of character.


We don't peddle in dreams and wishes. We work with clear aim and the commitment it takes to achieve it.

We do good work here

Sometimes 80% is good enough, just not here.


If we're not giving it our all, why do it? Pride in the quality and execution of our work is fuel.

We keep it interesting

Work should be fun and interesting and that's even more true for learning.


We love reaching goals as much as the next person. We love it even more if the journey is enjoyable too. Everyday energy is a priority.

We're in it for the value

The only type of growth that's valued here is meaningful sustainable development. We're not here for mindnumbing KPIs, QBRs, spiralling sales forecasts or winning just for the sake of winning.