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4 Not just AI: The future of healthcare needs a reinvention of care delivery
5 The role of law and lawyers in sustainability
6 Planetary well-being – the only mission that really matters
8 For mid-sized enterprises, leadership is the key to ESG success
10 The evolving role of data in ESG management
12 Data and technology enabling sustainable transformation
13 The deeper meaning of work
14 Unique green block in Verkkosaari
16 From Saudi Arabia to running a Finnish construction company – One woman’s story
18 Future of Work
19 Building a Sustainable Future Working Life
20 Stay competitive
22 Ethical Recruitment for Health Care Professionals in Helsinki
26 All you need is ... Light
28 The world is shrinking, and so are the timeline and costs of going global
30 The greatest escape
PUBLISHER
Professio Group Keilaranta 1 A, 02150 Espoo hello@bignordic.com professio.fi | bignordic.com upload.fi | k31agency.com
24 Yrityksillä on 365 päivää aikaa ottaa ChatGPT haltuun työelämässä ja kouluttaa työntekijänsä vaadittavalle tasolle
EXECUTIVE PRODUCER Roope Malmström +358 (0)40 630 0012 roope.malmstrom@professio.fi
ART DIRECTOR
Pirja Suotamo
CONTRIBUTORS
David J. Cord, Timo Mansikka-Aho
Emma Suominen
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Two of Accenture’s healthcare leaders give us their views on the future of health work and the new human + machine partnership.
The law of supply and demand can seem harsh, particularly when it comes to healthcare.
“It’s an issue of demographics,” explains Marko Rauhala, Managing Director, Health and Public Services Nordics at Accenture. “Our population is aging and needs more healthcare services, but we already have a labour shortage. In Finland alone we have 20,000 unfilled nursing jobs.”
The issue is only going to get worse. In some countries the wait for elective procedures is becoming alarmingly long. Attempts to increase the supply of healthcare workers and lower the demand for healthcare are inadequate. Can technology help?
“IT has not helped healthcare productivity,” Rauhala warns. “Technology has been successful in increasing safety and helping decision-making, but now staff have to spend time capturing and structuring data. Nurses might spend 50 per cent of their work reading, typing or telling. But AI can help in tasks like this.”
There has been hope and hype about AI for decades, but it is only in the past few years that we have seen the real potential of generative AI (GenAI). This can create text, images or other media in response to prompts, as
made famous by systems like ChatGPT.
“GenAI can look at unstructured text and find structured concepts,” explains Kaveh Safavi, Senior Managing Director, Global Health Accenture. “It could be told to listen to a conversation between doctor and patient and save the important information so the doctor doesn’t have to type it into the system.”
Conceivably, GenAI could generate new images like X-ray or MRIs, suggest personalised treatments or help with medical research. It learns from large, evolving amounts of data and generates new content, so it could have many applications.
There are other forms of technology that can help the future of healthcare. Data entry can be automated and robots can assist workers with demanding physical tasks, for example. But don’t be fooled: this is not as simple as it sounds.
“People’s brains need to rest,” Safavi continues. “We can’t take away every other task so a surgeon performs surgeries for twelve hours straight, because they will get cognitive fatigue. We can’t simply automate all the simple, easy jobs because people need them too. Instead, we need to rethink how humans and machines work together.”
Instead of simply adding more technology, what healthcare needs is to reinvent care delivery. Work must be remodelled with a human + machine mindset. At the heart of this is “hybrid work”, a better approach for humans and machines to work together. Healthcare staff will need new skills to get the most out of new technologies like GenAI.
“So many healthcare workers report they are unhappy with their jobs,” says Safavi. “If we transform work correctly we will give them better work experiences and make them happier, healthier and more productive. The future we want is not just a more efficient healthcare system, but better cared-for patients and happier staff.” |
Find out more at www.accenture.com/health
“Work must be remodelled with a human + machine mindset.”
Sustainability and Corporate Responsibility work is in a state of flux, the big driver being the development of regulation and the legalisation of sustainability. The regulatory framework has expanded and become substantially more stringent over the last five years. The EU has recently drafted, proposed and adopted several legislative instruments covering almost all areas of sustainability. The legalisation process will continue in the future, making it even more important to prepare for change.
To be truly prepared for the new sustainability regulation, it is important to understand the rationale and the operational logic of it. At best, the opportunities offered by this new regulatory movement can be exploited as an added value.
Sustainability regulation is characterised by relatively short transition periods, so the
need for change is rapid. The overall legislation, the interdependence of different legal acts and the principles of different legal areas all have an impact on sustainability work and must be taken into account to manage risks. Managing the big picture and focusing on the essentials requires courage to draw boundaries and put things into perspective. Sustainability work without impact is in no one’s interest. Sustainability work is not just for a limited group of experts, but for common goals and problem-solving in a larger scale.
It’s the company’s Board of Directors and operational managements responsibility to ensure that changes in the operating environment and regulations related to sustainability are properly and proactively prepared for. A credible corporate sustainability policy is not only a brand issue but will also be an essential part of legal risk management in the future. It takes strategic vision, rigour and legal expertise to build a credible sustainability policy.
The sustainability focus areas depend on the size of the company, its industry and val-
ues, among other things. However, sustainability concerns all actors, and companies must at least make a choice on how to deal with the increasing sustainability requirements, possible litigation risks and eventual negative impacts relating to the sustainability factors in business.
As legal professionals, we are dedicated to assisting clients in every facet of sustainability, offering guidance throughout their sustainability journey. Fondia, while supporting our customers in achieving sustainable and responsible business practices, aspires to be a model of responsibility as a legal service provider and employer. Recognizing that our employees are our greatest assets and the driving force behind our productivity, we prioritize the well-being of our lawyers. By fostering a culture of well-being, our lawyers are empowered to deliver exceptional results for both our clients and our company. We wholeheartedly care for our lawyers, enabling them to provide the utmost care for our valued customers. |
”A credible corporate sustainability policy is not only a brand issue but will also be an essential part of legal risk management in the future. It takes strategic vision, rigour and legal expertise to build a credible sustainability policy,” says Netta Skön, Group Competence Lead: ESG and Sustainability, Senior Legal Counsel at Fondia. Ilona Pilkama-Paajanen, Senior Legal Counsel at Fondia also in the picture.
Nature is mankind’s most important asset, yet efforts to slow down biodiversity loss, never mind stopping it, has constantly fallen short. University of Jyväskylä has introduced the concept of planetary well-being to help societies, organizations and individuals recognize the necessity of widening the perspective from human centered development to the well-being of all life and natural ecosystems on the planet.
When we talk about biodiversity, we talk about life in all its forms,” Sami El Geneidy, Doctoral Researcher at University of Jyväskylä explains. “Stopping biodiversity loss is a way to protect life, and that is exactly why all organizations should take responsibility.”
“People are heterotrophic organisms,” Janne Kotiaho, Professor of Ecology, adds. “We must consume natural resources in order to simply survive. However, the current consumption is unsustainable and while we destroy our environment, we destroy ourselves.”
It is not possible to completely stop the development in all societies of the world and as long as humanity exists there is need for some consumption. Nevertheless, there is no question that highly developed nations, such as Finland, need to reduce consumption. If everyone causing biodiversity loss at the beginning of the supply chain commit or is decreed to compensate the loss they cause, there would be a financial incentive to avoid unnecessary environmental impacts.
“There are five major direct drivers that cause biodiversity loss – they are the fundamentals through which organizations can calculate their biodiversity footprints,” El Geneidy lists. “The use of land and water, direct exploitation of natural resources, climate change, pollution, and harmful invasive species.”
By solving four steps organizations can now calculate their biodiversity footprint: the amount and type of consumption, the amount and type of the driver the consump-
tion generates, the geographical location of the driver, and the biodiversity loss the amount of each driver causes at each location.
Using sophisticated methods from accounting tools to scientific databases, the biodiversity footprint of any organization can be calculated.
“Once we are aware of the damage our actions cause, we can find ways to avoid and reduce it,” Kotiaho continues. “Making up for the net loss to the nature is the core of biodiversity offsetting.”
“Kotiaho points out that organizations must first estimate the amount of damage they cause with every specific action, and then find a way to avoid the damage and offset the damages that are unavoidable. When a supermarket or airport is built by taking down trees and destroying the ecosystem of the forest’s organisms the damage is done practically for good. Thus, to achieve no-netloss for biodiversity, also the offsets produced somewhere else should be permanent.“
There are two main ways to carry out biodiversity offsetting: protection and restoration. While protection means removing the pressure to use a certain area, commodity or such, restoration is about improving an ecosystem that has already been weakened.
It is inescapable that biodiversity offsetting is required to slow down biodiversity loss. How organizations actually carry out offsetting their damages and how they communicate about it has been, unfortunately, a bit uncontrolled. Greenwashing by distributing
false information about offsets and acquiring license to trash by throwing promises about offsets in the air are sad examples of organizations still putting short-term gains in front of a sustainable planet.
“Airlines with huge fuel emissions claiming that wooden forks inflight make a difference are on a very thin ice,” Kotiaho mentions. “While every positive deed counts, small steps should not be used as a greenwash for the actual problem underneath.”
While everyone has a responsibility to avoid unnecessary consumption, it really is up to the decision-makers at the governments and organizations to put things straight. Planetary well-being framework provides grounds to shift our worldview to be supportive of over-generational sustainability and to stop biodiversity loss. The responsibility to put the plans in action falls on the shoulders of those on power. |
Core research fields at University of Jyväskylä’s Faculty of Mathematics and Science include resource wisdom and circular economy, both of which provide new solutions for sustainable, vigorous, resource-efficient, and low-carbon future.
See our open courses: www.jyu.fi/science/ en/admissions
“Making up for the net loss to the nature is the core of biodiversity offsetting,” says Janne Kotiaho, Professor of Ecology at University of Jyväskylä. Sami El Geneidy, Doctoral Researcher at University of Jyväskylä also on left in the picture.TEXT: TIMO MANSIKKA-AHO
ESG is the new GDPR: the acronym that corporate management is aware of but doesn’t fully understand. Business leaders are unsure of which steps are needed on their company’s ESG path and why.
However, even if the European Union level legislation on corporate sustainability doesn’t concern your business yet, the businesses you are partnering up with are likely to require their ecosystem to take a stand on ESG soon. So far, sustainability has mostly been a focus area for larger enterprises, and they often employ dedicated ESG personnel. Soon, it will be time for smaller organisations to follow suit.
To go beyond the bare minimum, to be able to differentiate with ESG and to secure future financing rounds,
companies need to start laying the ESG groundwork one step at a time: creating a vision, building a roadmap and leading the change in a structured manner.
ESG is becoming a priority for mid-sized enterprises not only because of the developing legislation and competition, but also because of investors. Private equities and other investors need to demonstrate to financial institutions that their portfolios are sustainable. These sustainability requirements also apply to portfolio companies.
Therefore, you can secure a better position for future financing by showing that you are truly developing your business with sustainability at the core of everything you do.
Sustainability is becoming a priority for mid-sized enterprises not only because of new legislation and competition but also because of investors’ needs. To succeed on your ESG journey, focus on three things: vision, ownership and data.TEXT: KATARIINA KEKKONEN, LEAD ADVISOR FOR ESG BUSINESS DESIGN, SOFIGATE Katariina Kekkonen is the Lead Advisor for ESG Business Design at Sofigate. She is driving ESG development as part of her customers’ strategy. ”ESG can unlock the potential of business development and innovation in companies while securing the future for both the company and the future generations.”
Sustainability requires systematic leadership just like any other topic, but it’s not rocket science. Your business needs to show that sustainability is a priority and that your improvement curve is upward. To succeed, focus on three things: vision, ownership and data. Annual reporting will then follow.
Take these three steps to start your ESG journey:
1 )
Define a shared vision. ESG is a wide topic, so you need to know how to prioritise your focus and resources and decide at which level of sustainability you are aiming. You must also understand the reasons behind your level of ambition. This is crucial in communicating the road ahead to your organisation.
2 ) Top management must take ownership of ESG. Prioritising ESG must be on the business management’s agenda. The items on your ESG roadmap must be actionable – define clear responsibilities to make sure the steps towards the vision are taken, measured and followed up. The only way to drive change and help the organisation to adapt to it is through commitment from the leadership team.
3 ) Data plays a crucial role in setting targets and tracking progress. Although companies don’t yet have full capabilities to measure their ESG impact, technology is catching up to support the ESG agenda. You can already calculate estimates with industry average factors if data is lacking. The market is growing in ESG data management tool options that enable not only reporting but also forecasting.
ESG vision, data and ownership come down to corporate strategy. Strategy should guide the ESG path and target state to ensure ESG is not a separate topic but a way to reach strategic growth goals.
Too often the ESG focus is put on the first two letters while forgetting the governance aspect. However, practical solutions for ensuring good governance are already available.
For example, the Business Technology Standard is an open-source model for managing technology development that provides a business-driven framework to design, deliver and operate technology in a sustainable manner.
Forerunning mid-sized enterprises use ESG Business Design to integrate sustainability into their daily operations. It is a concrete way to drive change and to keep up with the moving target of ESG. |
• If you operate in the EU or are partnering with companies within the EU, your business will be affected by new legislation directly or indirectly in the next years.
• If you care to attract investors, ESG is your way. Investors and banks are focusing more and more on companies that take ESG seriously.
• If you want to improve your risk management. Business scalability is about risk management and wellgoverned business. ESG will bring structure to your growing organisation’s needs, improving your employee experience.
Sofigate is the leading business technology transformation company in the Nordics, with +700 professionals in Finland, Sweden and Denmark. Sofigate is also the founder of the Business Technology Forum. sofigate.com
Why a mid-sized business’ leader should act on ESG
”Data and technology are significant elements in corporate ESG, yet understanding their true capabilities remains largely vague,” says Jussi Nokkala, ESG Advisory Leader at PwC Finland.
As new Corporate Sustainability Reporting Directive (CSRD) began to materialize, the debate on data architecture and its role in ESG reporting became louder. Organizations had already been wrestling with the dilemma of having an ample selection of tools and technical solutions to gather the required data, but still struggling to find a comprehensive way to handle it. Especially aligning data from various source systems still seems downright impossible for many.
”Data and technology are significant elements in corporate ESG, yet understanding their true capabilities remains largely vague,” says Jussi Nokkala, ESG Advisory Leader at PwC Finland. “While the right ESG issues must be duly reported, the quality of data must also be lifted to the level where it can appropriately help guide the organization’s ESG strategy in a way that brings in results.
The need for more high-quality data is increasing substantially, and the best way to solve that challenge is to harness suitable, AI-enhanced technologies to process data efficiently for all the required purposes. For example, as various ESG reports tend to ask for the same information, but in a bit different way, an automated system that would adjust the formats according to specific needs would make the task a lot simpler.
Jussi Nokkala advises organizations to not look at ESG reporting as an end in itself.
“Understanding the role of data in its various forms and purposes is important
throughout the organization. While increased duties help make operations transparent, reports can provide the best added value only when used as practical tools for better management and improved operations.
When organizations have the right kind of ESG data at their disposal they can use it for performance evaluation, competitor analysis, forecasting and budgeting – that is, for similar purposes as finance or any other kind of strategic data. With the help of a sufficient model, changes in KPIs such as carbon neutrality and energy transition can be continuously monitored to ensure that targets are eventually reached.
Typically, ESG reporting has not received that much attention from the business management, but as high-quality data effectively turns it into a cost item, the approach changes. When the situation evolves to the point where for example emission reductions can help generate sales, improve loan terms and such – and eventually contribute to annual bonuses – it suddenly becomes a significant issue worth the management’s full attention.
Relevant ESG data helps understand the proportions of ESG and how the changes in them affect operations. This is the key to successful management and KPIs that make sense. |
Read more at www.pwc.fi/sustainability
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Vicky Bunyard, IBM’s Technical Director, North, Central & Eastern Europe, points out that while corporate sustainability does have an increasing impact on people’s daily decisions about issues such as purchasing and employment, the good news is that when addressed properly, intentional investment in sustainability can very well provide improved returns for business operations as well.
“Many are struggling with sustainability because it is viewed as a cost and they do not know where to start,” Bunyard explains. “That is, however, changing. An increasing number of companies already see that when handled properly, a lighter sustainability footprint can become a significant revenue enabler.”
Studies carried out by IBM among C-suite representatives across the globe also show that consumers in general do not trust what organizations say about their sustainability efforts. According to Vicky Bunyard, this calls for making sustainability a lot more visible issue than what it is today.
“Without good data, sustainability can’t be made visible and therefore not actionable. Good data, on the other hand, requires sufficient technology and ability to process and use it in a way that brings in the best possible results.”
While digital tools can today produce massive amounts of data regarding just about any function in any organization, filtering and analyzing it in a way that helps make right decisions is still extremely complex. That makes even tasks that could be handled in a
quite straightforward manner – such as ESG reporting – an almost unbearable effort without the right technology.
Bunyard calls for organizations to get real with the data, and to get real with the technology. That way, sustainability objectives become within reach – and business operations can be made sustainable over time.
That begins with making the most of the available data – with working out what can be done with it to get the wheels rolling. Organizations must assume a more holistic approach to how they think about data and technology and start with small things to turn ambition into action.
“You must use the data you do have to get the insight that allows making effective decisions,” Vicky Bunyard emphasizes. “Getting control of the data, using it efficiently and making the small changes is how you can build trust and transparency – and take both your sustainability efforts and your business profitability further.” |
Today, organizations are facing a wide range of demands from customers, employees, and regulators regarding sustainability. As competition gets fiercer and loyalty becomes both tougher to build and easier to lose, many are downright begging for ways to turn their sustainability ambition into tangible action – preferably in a way that would not accumulate too much overhead.
”Without good data, sustainability can’t be made visible and therefore not actionable.”
Vicky Bunyard, Technical Director, North, Central & Eastern Europe, IBM.
– Vicky Bunyard, IBM.
While a vast number of consumers indicate that sustainability is an important factor in their purchasing decisions, the same development is visible in the job market. Especially skilled professionals and knowledge workers – not to mention millennials – put increasing demands for their employer´s commitment to social and environmental issues.
Pressurized by the shortage of suitable talent, companies must find ways to make themselves attractive and relevant. VEO, an innovative project house headquartered in Vaasa, realized a long time ago that sustainability is one of the keys to this – even though for them, it was really nothing new.
“We want to be at the forefront of energy transition, and over the course of years, sustainability has evolved into becoming the very core of our foundation,” says Kim Råholm, Development and HSEQ Director at VEO. “Today, we have our own sustainability plan with rigorous targets. One of our strategic goals is to achieve carbon neutrality by 2030.”
Providing electrification and automation solutions for customers that represent a wide variety of industries, VEO efficiently contributes to accelerating green transition on a larger scale than simply taking care of its own targets. More than 90 per cent of the company’s projects are currently related to renewable energy sources or energy efficiency improvements.
“Whether you are an electrical or automation engineer, a project manager, or any other specialist, right out of school or with decades of experience under your belt, VEO provides genuine opportunities to become a better professional while working towards a more sustainable tomorrow, HR Director Piia Tuliniemi points out. “We want our people to enjoy their work in an environment where they feel respected.”
That same respect is visible every day, with employers being given opportunities to assume responsibility of their own work in a flexible manner. With offices in Seinäjoki, Paimio, Rovaniemi and soon Tampere, and advanced remote and hybrid work policies in use, working for VEO is truly irrelevant of the place of residence.
“The offices are still important for meetings and for informal encounters with colleagues,”
Piia Tuliniemi mentions. “We have 500 employees but like to consider ourselves a relatively small and very tight-knit community where knowing each other is highly valued.”
As those employees include the ones in VEO’s subsidiaries in Sweden, Norway and the UK, opportunities for assignments abroad are also available. Kim Råholm says that especially between Nordic offices, this often benefits both employees and projects.
“VEO plays an important role when countries phase out fossil fuels. Sharing knowledge and exchanging opinions between our offices provides substantial added value to this.” |
Verkkosaari is a new residential area in Kalasatama. Homes for some 30,000 inhabitants are built there in the next few years. More than 10,000 jobs already exist there, and the area has many services.
Verkkosaari is designed to be fully built by the end of 2028. The transportation connections there are well established; Kalasatama even has its own metro station. A new tram line between Kalasatama and Pasila is planned to start operating next year. After the Crown Bridges project is completed in the fall of 2027, a tram line to Kruunuvuorenranta and Hakaniemi will also be established.
Verkkosaari has one operating day-care center, and two more will be completed soon. A seaside boulevard and a marina are also in the plans, and the popular outdoor destination Mustikkamaa is close by.
the courtyard
Verkkosaari offers a high quality of life in an ecological setting. In the green block that is being built by Hartela, sustainable development and nature’s biological cycles
This kind of parking solution is new to Finland. It allows the inner courtyard to have natural thick soil and the vegetation’s roots can reach the groundwater. The trees are chosen from typical flora for the climate and soil type and can grow to their maximum height.
The central courtyard will cover an area of approximately 300 square meters. For example, Pennsylvania maple, common ash, a variety of apple, plum, cherry and pear trees, Manchurian cherry, oak, and Canadian hemlock are among the chosen variety of trees. When fully grown, the tallest trees will be over 10 meters tall.
“People often worry that the developer comes and destroys all that is green, but a developer can also bring verdancy and make the place lusher,” Soikkeli says.
established in a fascinating way.
Usually, in new construction, the parking garage is built under the building. The garage is covered by a yard deck, and the courtyard is built on top. The downside is that the vegetation in the inner court does not have a real connection to the ground. In the green block, the parking garage is built under the yard in a circular format, leaving the middle free for the garden.
“In the semi-automatic system, a resident drives their car to the garage, and a car lift that utilizes robotics can park the cars on top of each other, in two levels. The robot also brings the car back down to the owner,” explains Hartela’s Marketing Manager Nora Soikkeli
The green block in Verkkosaari is a combination of three condominiums. First one to be built is Verkkosaari’s Valo. The majority of carbon emissions in construction come from the building materials. In green block the selection of materials has the lowest possible emissions, for example, green concrete that includes industrial byproducts and fly ash instead of cement.
Also, the skeleton framing is lighter than usual. Pillar-plate skeleton framing requires less concrete than more traditional solutions. The method is already common in business premises.
“The E-number of the block is 31, and that is very good. It is less than half of the requirement to an energy class A building, which is 75,” Hartela’s project engineer Minna Hirvikorpi rejoices.
E-number communicates how energy efficient the building is. It is the calculated consumption of delivered energy per square meter in a year. The main source of heat in
In the next few years, a unique city block made of terrace houses will be built to Verkkosaari, Helsinki. It combines easy city living with ecology. Forest garden, lush terraces, solar power, and low emission building materials make living there truly green.TEXT: EMMA SUOMINEN
• Coming to pre-marketing: Asunto Oy Helsingin Verkkosaaren Valo
• 79 apartments, some two-storey, with a rooftop terrace or a courtyard terrace.
• Apartment size 34.0–131.0 m2.
Are you interested?
Read more about the green block in Verkkosaari www.hartela.fi/verkkosaari.
the green block is geothermal heat. A separate thermal collector will also be used to collect heat from the air.
Energy company Helen will construct the energy production system for the whole block. Helen will also own and sustain it. The system is worry-free to the residents and the condominium, and its expenses are predictable.
Effective thermal collection and energy-efficient construction help keep the energy consumption low. For the green block’s needs, a solar power station will also be built off-site, which allows the cells to be optimally aimed without restricting the use of the buildings’ many terraces.
Even rainwater is circulated in the block. From the green roofs, it will be collected into the building’s rainwater network and led to pumping stations located under the garage. There, the water is conducted to a rainwater pond in the inner yard.
“The plants and trees get water from the pond. The inner courtyard stays green and lush thanks to the nature’s own watering,” Hirvikorpi states. |
Rainwater is circulated in the block and it will be used to water the green and lush inner courtyard.Verkkosaari’s green block has a forest garden, lush terraces and a shared greenhouse. PHOTOS: SKETCH
”New ways of working do not loom in the future, they are here today”, says Katariina Komulainen Managing Director of Euro Work-Center Osk.
Katariina Komulainen is in a unique position as the Managing Director of a large construction company. The male-dominated industry has long rooted stigmas with female leaders. We asked Katariina to give her insight on the experience of leading in a time of change, paving the way for future female leaders.
How did a young woman, such as yourself, end up as the head of a construction company?
It was a sequence of fortunate events. I moved from Saudi Arabia - where I had worked as an entrepreneur in the software industry – back to Finland, where my networks brought me to where I sit today. Before this, I used to work in the oil and gas industry in Czechia, and did some marketing and recruitment in the Baltics. I was born to a construction oriented entrepreneur family, so entrepreneurship and leadership has always come naturally to me. The “sisu” and tenacity I got as a birth gift help handle the constant problems the construction industry comes with. In the end,
the move to the construction industry seemed very natural.
Have you faced challenges based on stereotypes, and how have you solved them?
Clearly, there are strong stigmas against young female leaders in particular – especially in relation to competence. I too have encountered the assumption that as a woman I cannot automatically know or understand certain things. In the role of the underdog, there is a daily struggle against these stigmas. The best way to combat prejudice is to let your work speak for itself. Of course, there are also positive stereotypes, such as women’s ethics and responsibility as business leaders.
How do we support women aspiring to become leaders in the construction industry?
If no one gets angry, nothing changes. This industry is not for everyone, regardless of gender. You must be able to anticipate, communicate and manage risks very well. An entrepreneurial background and clear role models help to cope with challenges and manage the pressure of management positions. My entrepreneurial family taught me to spot even exceptional solutions, and the ability to solve problems is the most useful skill in the industry.
The construction industry is in transitionmolding traditions with the latest methods Traditional work is in a stage of revolution. What challenges will future work methods bring to the construction industry?
The construction industry is in transition due to work practices, legislation and technological development. My own work is built around these changes and challenges. Legislation is slow to wake up to new, trendy working methods, and the general atmosphere in
Title: Managing Director, Euro Work-Center Osk
Education: OTK, M.Sc
Leisure time: Diving
Lived in: Saudi Arabia, Czech Republic, Latvia, Finland
From: Kouvola, Finland
the construction industry does not encourage entrepreneurship or innovative working methods. There are many reasons for this, but changes in attitude must happen quickly so we don’t fall behind the rest of the world.
How can we prepare for future working methods in the construction industry?
New ways of working do not loom in the future, they are here today. Have you seized the opportunities and utilized them in your business? Get information and talk to your workers, and you will understand the trends and their effects. The world changes, and habits change. If you cannot keep up with the trends, you will notice your company’s competitiveness decrease. For example, against most expectations, artificial intelligence offers interesting new options even for the construction industry.
How do you take future working methods into account in your leadership?
As a leader, I try to encourage innovation and resource efficiency. In the construction industry, innovation is not considered a prerequisite, but ingenuity contributes to competitiveness. Combined with smart resource utilization, out-of-the-box thinking maximizes effectiveness, and in the end, profitability. Focus and the freedom to work on your own terms shine through in my leadership. |
Afew years ago, a takeover by light entrepreneurs took place at construction sites. Now light entrepreneurship is prohibited in accordance with the recommendation of the Construction Association. The ban aims to prevent hidden human trafficking and the evasion of employer obligations. Foreign workers were left in a particularly vulnerable position as light entrepreneurs.
The desire to work more freely and internationally has clearly grown. The rush of light entrepreneurs into construction sites explains this phenomenon well. A certain kind of anti-bureaucracy mind set seems to drive the change. It has already become clear in legal practice that light entrepreneurship is not a marker of being an entrepreneur in the construction industry, and the upcoming change to the Employment Contracts Act will enhance the concept of the employment markers to clarify misconceptions.
THE CONSTRUCTION INDUSTRY is currently coughing for economic reasons, and the allergy to light entrepreneurship has been confirmed. As a result, the number of new sole traders grows, as the same invoicing services have packaged their old service into a new outfit. This new business model is offered as a solution to the light entrepreneurs who got kicked out of sites, and don’t really understand why – little do they know, they are stepping from one problem into another. The construction industry is blind-folded, and the risk profile of these so-called entrepreneurs is not yet understood.
The situation has put classic Finnish entrepreneurship in a disadvantageous position. Construction companies have been pressured to choose only traditionally employed workers, and entrepreneurs are seen as a threat in a state of ambiguity. Fortunately, there are, too, still operators who value entrepreneurship – hopefully soon a lot more. |
Euro Work is a reliable and financially stable member-owned cooperative in the construction industry since 2007. As a cooperative entrepreneur, you practice entrepreneurship more safely among your peers, but on your own terms. The cooperative focuses on ensuring stability for your work and management of the legal obligations where you focus on your own work, grow as a professional and practice entrepreneurship with less risk.
Read more at eurowork.fi/en
One of the biggest challenges companies face is finding, developing and retaining the right talent. To make it even tougher, what companies need and what the workforce can provide are evolving – and that evolution isn’t necessarily complementary.
“OECD research says 14% of jobs in member countries are likely to be automated,” says Jan Laurijssen, HR Evangelist at SD Worx. “Technology will create new jobs, but these new jobs will require new skills. And it isn’t just new technical skills we need, but abilities like creativity, leadership and problem-solving.”
“Employee work is sensitive to changing global phenomena, such as how working during covid suddenly made Finns prefer hybrid work,” says Hanna Mattinen, SD Worx’s Country Lead for Finland. “HR must be agile. The employee-employer relationship is becoming more personalised.”
Founded in 1945, SD Worx helps organisations across Europe with HR solutions including payroll, workforce management and consulting.
AS COMPANIES, STAFF AND THEIR RELATIONSHIP evolve, HR becomes even more important. Organisations need to improve recruiting and onboarding, identify and nurture in-house talent, as well as complement needs such as finding the right freelancers.
“We conduct a lot of research to understand how and why work is evolving and what organisations can do to benefit from it,” Laurijssen continues. “The future of work requires companies to become super digital and super human.”
There are new digital solutions which can reduce payroll complexity, automate repetitive tasks and im-
prove communications, for example, but companies also need to be more human – and humane – in their relationship with employees. This includes everything from supporting career development to employee health. Companies need a sustainable workforce, where the work environment supports employee wellbeing.
“We see our task at SD Worx as helping our customers become better employers, and part of this is the culture and understanding of the work-life balance,” says Mattinen. “For instance, in Finland there is more awareness of our mental health. We can’t separate personal and work-related absenteeism because they are interconnected. It is much better to support a person’s health so they don’t need to take a leave.”
MODERN HR SYSTEMS HAVE A WEALTH OF DATA which can be used to spot developing trends and allow companies to make evidence-based actions. By taking the right actions today, organisations can help staff develop to improve efficiency, employee satisfaction and the bottom line.
Mattinen says: “If any business leader is interested in hearing more about how we see the future of work and how to take advantage of it, please get in touch at hanna.mattinen@sdworx.com.” |
Read more at sdworx.com
“The future of work requires companies to become super digital and super human.”
– Jan Laurijssen, HR Evangelist, SD Worx.
Hanna Mattinen, SD Worx’s Country Lead for Finland also in the picture.
Future working life requires more resilience, diversity, and communicational skills. How should we prepare now?
Changes are on the horizon for our traditional ways of working, and Jenni Pitkänen, Senior Advisor of Development of Working Life in Technology Industries of Finland, is at the forefront of observing evolving work methods and culture.
”Now it´s time to take action. We must foster the skills in leadership and on organizational and employer levels that will be necessary in the future,” she asserts.
What does this mean in practical terms?
”Work-life barometers indicate that people in Finland, in particular, are experiencing exhaustion. Roughly 25-30 percent of individuals feel exhausted at least occasionally. The nature of work and leadership itself need to change so that people can maintain their health and remain employable until retirement age,” Pitkänen says.
Finland’s population is aging, the number of those requiring care increases, and the workforce decreases. Prioritizing the wellbeing of working-age individuals promotes productivity and establishes a more sustain-
able foundation for future working life.
”Workdays need to incorporate more opportunities for recovery. This would enhance brain health, cognitive ergonomics, and overall work effectiveness. Currently, there are no breaks between meetings, and many work evenings and weekends, which makes it challenging to concentrate, relax, and recharge.”
Addressing this issue within workplaces can be achieved through implementing specific guidelines and management practices. Such guidelines might simply include the understanding that employees are not expected to read and respond to emails during evenings or weekends. High performers are often at the greatest risk of exhaustion.
The significance of interpersonal skills, emotional regulation, and emotional intelligence will only grow. The ability to identify and express one’s feelings, address issues, negotiate, and co-operate will become increasingly important.
”One reason for this is that working communities will become even more diverse. This places new demands on both employees and
employers, necessitating a strategic acknowledgment of diversity,” Pitkänen emphasizes.
Diversity encompasses individuals of e.g. different ages, cultural backgrounds, sexual orientations, as well as diverse work arrangements such as remote or hybrid work.
”We must recognize the unique strengths of individuals and leverage them, while also providing personalized support. Not everyone requires the same English course. Additionally, we need to ensure the well-being of those with partial work ability or disabilities within the workforce.”
The significance of ecological sustainability and the green transition has gained considerable momentum and will continue to do so.
”Younger individuals embarking on their professional journeys now inquire about a company’s sustainability during the recruitment process. They want their employers to value nature in the same way they do.”
By adapting to these changes and embracing a future-oriented mindset, individuals and organizations can better navigate the evolving landscape of work. |
”Prioritizing the wellbeing of working-age individuals promotes productivity and establishes a more sustainable foundation for future working life.”
– Jenni Pitkänen, Senior Advisorof Development of Working Life, Technology Industries of Finland.
Our jobs and businesses will not be the same in five years. Employees and employers alike need to invest in reskilling and new competencies to remain relevant. Aalto University’s lifewide learning offering helps them in doing so.
If you took a time machine to 2028 you might not recognise your current job. The World Economic Forum’s Future of Jobs report predicts 23 per cent of jobs will be different and 44 per cent of workers’ skills will be disrupted in five years. This is a challenge to workers and organisations, but also an opportunity.
“Society needs reskilling and new competencies,” explains Tom Lindholm of Aalto University. “Organisations need to look at what competencies they have and what they will need to remain competitive. Their businesses are going to be different in five years.”
”We are piloting mobile learning, where you go in depth for only about 15-20 minutes at a time, such as during your commute. The idea is that learning is available everywhere,” says Tom Lindholm, Head of Lifewide Learning at Aalto University.
what Aalto University’s lifewide learning aims to provide. Instead of offering only traditional degrees, Aalto wants to provide the evolving education an evolving society needs.
“The other new development is where and how we learn. There are many different ways of learning: in-person, online, in groups or solo, for instance. We are even piloting mobile learning, where you go in depth for only about 15-20 minutes at a time, such as during your commute. The idea is that learning is available everywhere.”
Microcredentials – short, focused credentials to provide in-demand skills – are increasingly popular. They are typically shorter, more flexible and more market driven than traditional degree education. Organisations need a personalised path based on their needs, a curriculum rooted in cutting-edge research, and flexible study options for different life situations.
People and companies need to update their skills related to AI, sustainability and leadership – among many other topics. Aalto offers a wide lifewide learning portfolio, from coding to marketing, from engineering to design, which can be everything from a single class to a full programme. Moreover, Aalto EE has extensive experience in building customised learning solutions based on an organisation’s needs.
The extensive portfolio of learning solutions, from micro-learning and micro-credentials to diplomas and executive education, enables lifewide learning for individuals at various stages of their lives and careers from self-directed to facilitated learning experiences.
Lindholm is Head of Lifewide Learning at Aalto University and the Managing Director of Aalto University Executive Education and Professional Development (Aalto EE). Currently about 15,000 people from 1,000 organisations use their lifewide learning services annually.
There are a multitude of reasons for this rapidly changing environment. The World Economic Forum’s report cites economic, health and geopolitical factors as contributors, but technology is one of the major catalysts for change.
“Technology is the crucial point,” Lindholm confirms. “For example, in just a few months generative AI has demonstrated enormous
potential for disruption. For the future, we need to think about the skills we need for the interface between humans and AI.”
The commonly used term lifelong learning takes a linear approach to improving skills one has, but Aalto University has taken this idea a step further and talks about lifewide learning instead. Learning continues throughout a person’s life. It can happen linearly but also sideways, building on what has already been learned and jumping into completely new directions.
Companies and organisations are quick to adopt any advantage to improve the value they provide, but they must have the skills and talent available to do so, which is exactly
“The variety and diversity we provide is an important point, because companies need new, cross-disciplinary competencies,” Lindholm says. “Aalto combines technology, business and design in a unique offering, mirroring the multisector skills the modern organisation needs.” |
aalto.fi/lifewidelearning
The commonly used term lifelong learning takes a linear approach to improving skills one has, but Aalto University has taken this idea a step further and talks about lifewide learning instead.
If you are interested in learning more about this education philosophy and how it provides the skills modern organisations need, please visit
With the demand for healthcare professionals on the rise, the City of Helsinki is committed to ethical recruitment practices. As the competition for skilled professionals escalates globally, Helsinki seeks to attract dedicated individuals who are not only qualified but also eager to build their long-term careers in the Finnish capital.
The City of Helsinki is facing an increasing demand for nurses, particularly in elderly care. However, the competition for skilled healthcare workers is fierce on an international scale, with other countries offering easier language requirements and more favorable climates. So, how is the City of Helsinki tackling this challenge while ensuring ethical recruitment practices?
“The recruitment agencies operating in targeted countries must align with the City of Helsinki’s stringent ethical standards throughout the entire recruitment chain, including any potential subcontractors,” Maritta Haavisto, the Director of Senior Centers in the City of Helsinki emphasizes.
Fortunately, many professionals are willing to come to Finland, which has been consistently ranked as one of the happiest countries in the world. Nevertheless, their education obtained in countries like the Philippines is not fully equivalent to Finnish standards.
Mia Keinänen, HR planning manager in the Social Services, Health Care and Rescue Services division, explains that the city primarily seeks nurses and practical nurses, aiming to provide them with positions that match their educational qualifications and remuneration expectations as quickly as possible. To facilitate this, the city has implemented programs to further educate recruited professionals.
“For example, Filipino nurses can bridge the gap between their education and the Finnish nurse degree within a year while working as practical nurses. Candidates also initiate their Finnish language studies in their home countries as part of the recruitment process.”
It can take months to enhance language skills and complete any necessary studies to meet the required standards. Once the professionals arrive in Finland, they can continue their education locally.
While the primary focus is on recruiting experienced healthcare professionals, the City of Helsinki also recognizes the potential in individuals without prior healthcare experience. In such cases, apprenticeships are utilized to train these individuals as care assistants, with the hope that they will pursue further education to become care nurses in the future.
To ensure smooth career paths and education opportunities, the City of Helsinki works closely with polytechnics and trade schools in the area.
“This collaboration aims to establish reasonable and efficient education pathways for all necessary healthcare positions”, says Keinänen.
As a large organization, the City of Helsinki is highly motivated to help foreign workers feel at home. Relocation services are available to assist with finding suitable housing, employment opportunities for spouses, and schools for children. Each new employee is also assigned a personal mentor to facilitate their onboarding.
By prioritizing diversity and sustainability, the City of Helsinki aims to create an environment where healthcare professionals can advance their careers and receive better compensation, thereby enhancing their overall quality of life in Finland. |
Read more at hel.fi/en/healthand-social-services/join-us
Commitment to Ethical Recruitment and Advancement of Healthcare Workers’ Education and Career Paths is important for the City of Helsinki.Mia Keinänen, HR planning manager in the Social Services, Health Care and Rescue Services division of the City of Helsinki. Maritta Haavisto, the Director of Senior Centers in the City of Helsinki
Experiencing high levels of CO2 concentration, which is common in office pods, can significantly reduce productivity. This is because it causes people to feel drowsy, uneasy, and impairs their cognitive abilities. Scientific research indicates that an increase in CO2 concentration by as little as 700ppm can decrease cognitive functions by over 70%.
Our smart ventilation system utilizes advanced CO2 monitoring technology and industrial-grade radial fans to maintain a fresh indoor atmosphere, ensuring optimal brain function for people.
Having Class A (ISO23351-1) soundproofing is essential for confidential meetings as it guarantees the privacy of conversations and enables participants to communicate and concentrate without any external disruptions.
Our products excel in soundproofing capabilities, surpassing other solutions available in the market. This is due to our exclusive technical solutions and use of the best performing materials available, which enable us to guarantee the safety of even the most sensitive discussions.
The primary cause of sick leaves is typically attributed to inadequate indoor air quality. Our spaces feature an advanced high-efficiency particulate filtration system, which is so effective that it matches the ISO-7 clean room standard utilized in hospital operating rooms.
This powerful filtration system significantly decreases the number of airborne particles, thereby reducing the risk of airborne transmission of diseases. To further minimize the possibility of indirect transmission, we utilize photon disinfection lighting, which safely and automatically disinfects internal surfaces.
Tulevaisuus työelämässä on arvoitus, mutta yksi asia on varma: se ei tule olemaan samanlaista kuin nyt.
Tekoäly on marssinut ChatGPT etunenässä nopeasti jokaisen asiantuntijatyötä tekevän arkeen tämän vuoden aikana. Jos et vielä käytä ChatGPT:tä, olet siitä ainakin keskustellut kahvipöydässä tai Teamsissa kollegoidesi kanssa.
ChatGPT:n ja sen vanavedessä monen muun helppokäyttöisen tekoälysovelluksen esiinmarssi vauhdilla on tehnyt työn ja oppimisen murroksen näkyväksi ja käsin kosketeltavaksi. Muutoksesta on puhuttu pitkään. Nyt se on todellisuutta.
Tulevaisuus työelämässä on arvoitus, mutta yksi asia on varma: se ei tule olemaan samanlaista kuin nyt. Tekoäly vaikuttaa lähes kaikkiin työtehtäviin, joissa tarvitaan analyysiä. Tiedon kaivajista tulee tiedon tulkitsijoita.
Jos teet presentaatioita, analysoit dataa tai teet johtopäätöksiä talouden luvuista, tekoäly on tulevaisuudessa korvaamaton apuvälineesi.
Tietoliikennejätti Dellin tilaama tulevaisuusraportti paljastaa, että jopa 85 % vuoden 2030 työpaikoista ei ole vielä edes olemassa. On helppo ennustaa, että myös Suomessa sadat tuhannet työpaikat muuttuvat tai jopa katoavat kokonaan tulevina vuosina. Onneksi uusia työpaikkoja syntyy tilalle.
ORGANISAATIOT OVAT TEKOÄLYN
nopean yleistymisen myötä tuntemattoman äärellä. Uuden oppiminen ja osaamisen päivittäminen ovat kriittisen tärkeitä. Yritys, joka ymmärtää tekoälyn mahdollisuudet ja osaa hyödyntää sitä tehokkaasti, voi saavuttaa valtavan tuottavuusloikan. On arvioitu, että tekoäly voi jopa viisinkertaistaa asiantuntijatyön tuottavuuden.
Tulevaisuudessa kaikki, mitä voidaan hoitaa tekoälyn voimin, myös hoidetaan sen avulla. Tekoälyn älykkyysosamääräk-
”Tietoliikennejätti Dellin tilaama tulevaisuusraportti paljastaa, että jopa 85 % vuoden 2030 työpaikoista ei ole vielä edes olemassa.”
si on mitattu jo nyt 155, mikä on parempi tulos kuin 99 prosentilla väestöstä. Tätä potentiaalia ei kannata minkään organisaation hukata.
Monet organisaatiot ovat jo heränneet ja kehittävät vauhdilla omaa tekoälyosaamistaan. Nämä edelläkävijät ovat valmiita repimään kilpailuetua muiden nenän edestä. Jos yrityksesi ei ole vielä sisäistänyt tekoälyä ja kouluttanut henkilöstöään sen hyödyntämiseen, kilpailijat menevät armotta ohi.
ChatGPT ja tekoäly yleisesti tarjoavat suuren mahdollisuuden meille suomalaisille. Meidät tunnetaan insinöörikansana, joka suhtautuu teknologiaan myönteisesti. Nyt on aika varmistaa, että otamme tekoälyn tehokkaasti käyttöön työelämässä.
Tämä vaatii kokeiluja, harjoittelua ja rohkeutta. Kun osaaminen kehittyy, huomaat konkreettisesti tekoälyn hyödyt. Aluksi tekoälyä kannattaa kokeilla arjen askareiden tai harrastusten apurina. Yllätyt varmasti positiivisesti!
Tekoälyn oppiminen ei kuitenkaan saa jäädä yksittäisten ihmisten vastuulle. Osaaminen kehittyy nopeammin, kun opimme yhdessä ja systemaattisesti. Tekoälyn opiskelu ja sen integroiminen osaksi arkea ovat organisaatioiden johdon, esihenkilöiden ja HR:n vastuulla. Vain yhdessä oppien voimme nousta huipulle.
kannustaa nykyistä joustavampaan koulutukseen ja tarvittaessa myös tukea
osaamisen kehittämistä eri tavoin. Esimerkiksi ChatGPT -taitojen kehittäminen työelämässä voisi olla suoraan verovähennettävää koulutusta.
Tekoälyn hyödyntämiseen liittyy eettisiä ja moraalisia kysymyksiä. Niistä pitää käydä keskustelua ja ottaa ne huomioon.
Keskustelu ei saa kuitenkaan johtaa siihen, että organisaatio vetää käsijarrun päälle vain siksi, että tekoälyyn liittyvät haasteet pelottavat. Tekoäly muuttaa kilpailuasetelmia ja käsissämme on ihmiskunnan suurimpia murroksia. Yhdenkään yrityksen ei pidä jäädä pois tästä kelkasta.
Ne, jotka siirtävät tekoälyn oppimista ja omaksumista hamaan tulevaisuuteen ja odottavat, että ”kaikki siihen liittyvät ongelmat on ratkaistu”, jäävät jälkeen niistä, jotka hyppäävät jo vauhdilla liikkuvaan junaan.
TEKOÄLYSTÄ VOI TULLA VOIMA , joka auttaa meitä ratkaisemaan esimerkiksi väestön ikääntymisen ja työvoimapulan aiheuttamia ongelmia. On selvää, että emme pysty pitämään kaikkia mukana yhteiskunnassa nykyisillä resursseilla, ellemme hyödynnä tekoälyä entistä voimakkaammin.
Tulevaisuus on täällä, ja se kuuluu rohkeille tekoälyn hyödyntäjille. Tämä on meille loistava mahdollisuus nousta takaisin maailman osaavimmaksi kansaksi – jos uskallamme tarttua siihen. |
ChatGPT on vuoden 2023
kuumin trendi, joten toteutukset myydään vauhdilla loppuun
- lue lisää ChatGPT 2023
-tapahtumasta & koulutuksista:
14.11.2023 | HYBRIDITAPAHTUMA: ESPOO
UNLEASH THE POTENTIAL IN THE FUTURE.
Ota ChatGPT haltuun – tehokoulutukset etänä
ChatGPT markkinoinnissa 22.8.2023
ChatGPT ja muut luovat tekoälyt sisällöntuotannossa 30.-31.8.2023
ChatGPT assistenteille 28.9.2023
ChatGPT myynnin tukena 5.10.2023
ChatGPT - työkalut tehokkaaseen käyttöön 6.10.2023
Liput myynnissä: professio.fi
Lighting has a significant impact on our emotions and well-being. Studies have shown that different types of lighting can affect our mood, productivity, and overall health. Soft, warm lighting can create a cozy and relaxing atmosphere, perfect for winding down after a long day or for creating an intimate setting. On the other hand, bright, cool lighting can energize and invigorate, making it ideal for tasks that require concentration and focus.
When it comes to heavy-duty machinery, such as tractors, excavators and wheel loaders used in the agriculture, construction or mining industries, having optimal visibility is crucial for safety and productivity. Operating in harsh conditions like dust, rain, or snow requires lighting solutions that can withstand these challenges while providing the best possible visibility.
What role does KELVIN, LUMEN, and CRI play?
Color rendering index (CRI) refers to a light source’s ability to accurately represent the colors of objects compared to natural light. The CRI scale ranges from 0 to 100, with higher values indicating better color rendering.
Kelvin (K) describes the color temperature (CCT) of a light source. It indicates the color appearance of the light emitted, ranging from warm (lower Kelvin values) to cool & cold (higher Kelvin values).
Lumen (lm) values measure the total quantity of visible light emitted by a light source. In other words, it determines how much light is available for illuminating the surroundings.
BUILD QUALITY
High-class design and components + premium build quality = durability and long lifetime meaning low life cycle cost (LCC) and high efficiency
VALIDATION
Extensive testing in both external and in-house laboratories ensures that products fulfil the promised specifications
QUALITY OF LIGHT
High-visibility lighting with natural colors (CRI & CCT). Carefully designed light patterns for various applications enable high efficiency and safety; even light distribution in the correct area without blind spots or glare
A leading provider of high-quality lighting solutions for heavy-duty vehicles, illuminating work sites worldwide with innovative and sustainable products. With commitment to excellence and passion for design, Nordic Lights is an established name in the industry, delivering lights and support globally to end users and many of the world’s largest vehicle manufacturers. As an OEM supplier, lights are developed in cooperation with industry leaders like Caterpillar, Liebherr, John Deere, Sandvik, and Komatsu. Nordic Lights was listed on Nasdaq First North Growth Market Finland in the beginning of July 2022. Since May 2023, Methode Electronics is the majority owner of the company. | nordiclights.com
Back in the days when Finnish companies began setting their sights on international markets, they simply sent a sales rep with a suitcase of samples on a plane and waited for the sales figures to jump. While that jump has kept coming to grief time and again, the method has remained widely popular. Add the traditional “a good product sells itself” mantra, and it is easy to see why Finnish companies keep struggling in their international operations.
Anne Laitinen, CEO of Buorre, says that while the old theories about how to break through in new markets are still largely valid, they should be put in the modern framework. Every market is different, so agility is required from the product, brand and messaging alike to ensure that the value proposition resonates with every audience the right way.
“Companies keep focusing on product development while they should put more effort to testing assumptions,” Laitinen mentions. “Today, we have access to all the data we need from any market, so the main challenge is to put that data in the right perspective.”
Market data has been traditionally used to simply collect leads. Today, it enables accurate target group and brand analyses, as well as valuable understanding about how the value chain develops and how the market operates.
Laitinen suggests companies should utilize this data more efficiently to find out the best possible target groups, messages, and timing –and to get assurance of having sufficient potential in the first place. Finland is still famous for being able to develop high-quality products, yet brand image, emotion, and distinctive memory trace require a lot more attention and effort than what they get today. Knowing the market helps address those issues in a way that could make all the difference.
While segmentation is often overlooked due to Finland’s compact size and limited population, even a small piece of an international market can be substantial for a Finnish company. To spend the available resources in a smart and efficient way, messaging should be targeted accurately and evaluated continuously – in every market.
“As the world changes, so does consumer behaviour,” Anne Laitinen points out.
“Smart data-based decisions provide a solid platform for agile testing and cost-efficient business operations, in the markets that have the best potential.
Looking at data from the right angle can make internationalization smooth and guide companies of all sizes and ages to the road of successful growth. Even the sales rep’s work becomes easier, now that his work can be supported in a way that makes perfect sense. |
Read more at buorre.fi/en
is shrinking, and so are the timeline and
”Today, we have access to all the data we need from any market, so the main challenge is to put that data in the right perspective.”
– Anne Laitinen, CEO of Buorre
WITH OVER 1000 AGENDAS PRODUCED. CONTENT WILL ALWAYS BE OUR KING. YOU CHOOSE YOUR TARGET GROUP. WE MAKE SURE THEY SHOW UP.
Especially for those working long days, living tight schedules and in general giving their all for the company, even when it comes to the holiday season, there is no time to waste.
And why should there, when you can start winding down literally at your own front door?
With a new plug-in hybrid Range Rover Sport ready to take you away from all that hassle, the phrase about enjoying the ride suddenly becomes real. The moment you sit down, close the door, and turn on the ignition is the moment when the world starts making sense again.
As the journey continues, the roads turn narrower and buildings become smaller and scarcer, the enjoyment grows. The Range Rover Sport operates like a charm, with innovative technologies delivering ultimate convenience and four-wheel drive responding perfectly to changes in terrain. With a broad range of advanced, electrified powertrains allowing well over 100-kilometer legs using only electricity, combining superior technology and emotional intelligence, it makes its way forward reliably and comfortably, with no questions asked.
The sign by the roadside says “Kuusamo”, and you barely remember, what the days at work felt like. Hardly a day’s trip has taken you in the midst of wilderness and untamed nature that is, by all European standards, astonishingly picturesque. Up here, nothing is mandatory – and then again, everything is possible. All you need to do is relax and enjoy.
It does not even matter if you have no prior experience of the opportunities Ruka-Kuusamo offers. And if you do, this summer and these surroundings might just provide the perfect excuse to take those experiences to the next level.
Experiences such as fishing. Whether you are a seasoned fisher or have barely heard about it, at the banks – or, literally in the waters – of wild rivers such as Oulankajoki, Kitkajoki, and Kuusinkijoki
If you are interested in learning more about the new Range Rover Sport, please visit:
landrover.fi/uudet-autot/ uusi-range-rover-sport
you can get just the right kind of guidance you need to improve your skills. What’s even more important, you get a once-in-a-lifetime opportunity to fully enjoy all the good things around the actual act of catching fish.
Everything is tailored according to your individual needs, and special attention is paid to getting every detail just right. The food is prepared by a professional chef, using local high-end ingredients. Reindeer is available in any form you might like, and if there are sausages, they are of the best quality as well.
Standing in a river in almost complete silence, hearing nothing but an occasional twitter of a bird or a splash of a small fish, you bond with the nature in a remarkable way. Being in an area where there actually is no phone network available is a genuine blessing in disguise. The mental and physical recharging begins, and soon you have drifted into an entirely different world, where stress is an unknown phenomenon and where you can truly live for the moment. At the end of the day, whether you end up getting any fish does not really matter.
IN RUKA-KUUSAMO, a surprisingly wide variety of experiences becomes withing your reach. Whether staying in a modern cabin with a comprehensive set of amenities, having a chef prepare meals, or in a luxurious hotel and eating at top-class restaurants, a day trip takes you to places and landscapes so remote and wild that everywhere else getting to such destinations would require a several days’ hike in areas where roads are nowhere to be seen. The region of Ruka-Kuusamo and its national parks like Oulanka National Park is, in its uniquely captivating way, the best of both worlds when it comes to appreciating high quality and ultimate convenience – as well as peace, quiet and untamed nature with all its breathtaking beauty. |
Learn more about fishing in RukaKuusamo:
palosaarenporotila.fi/ en/fishing ruka.fi/en/fishing
has every reason to go, in more ways than one, well beyond the wildest expectations.PHOTO: DANIEL TAIPALE TEXT: TIMO MANSIKKA-AHO
In Ruka-Kuusamo, a surprisingly wide variety of experiences becomes withing your reach.
The new plug-in hybrid Range Rover Sport is ready to take you away from all that hassle.
