23. September, 2020

Back to Reality and the #GreenRecovery

By John Grant

John Grant’s new book Greener Marketing comes out in August 2020 (Wiley)

Things are slowly returning from lockdown. At some point ‘normal’ life will resume. But things are going to be very different. Challenging for one thing. With a shrunken economy, austerity measures, some consumers not spending and many businesses struggling.

It’s also an opportunity to make a step change. Hundreds of CEOs from large companies signed #greenrecovery commitments. Mainly because we can’t afford to ignore the climate crisis. In 2008 efforts on sustainability were shelved by many companies and governments then focused on the economic slump following the banking crisis. This put us back ten years. We do not have another ten years. Our house was on fire. And now there is another economic fire in the basement. We need to tackle both together.

Even the general public think things will not be the same. A survey in the UK by Sky found that 59% thought that life in Britain would be significantly different after the pandemic, while only 29% thought it would be much the same. The survey found that 49% expect to shop more online, 47% expect to keep working from home, 37% to take fewer foreign holidays. Changes in everyday life include a dramatic mass shift to doing everything digital – meetings, groceries, yoga classes… Also an appreciation of some of life’s slower pleasures. Like the crazes for baking, cocktails (the Quarantini trend), vegetable gardening.

What’s the best way to approach this new phase?

I think we need to shift from treating business like farming, to being more like hunter gatherers. Not gradually harvesting small returns from long term investments. But being alert, curious, agile and acquisitive every day. Being ready to pivot. Testing new products, segments, positionings, even new brands. And finding out what to scale. Not assuming we know what customers think. Or know what they will value, or will regard as ‘essential’. Because all of that may have shifted dramatically. And it may keep changing.

That’s pretty much what life in a start-up is like. To do this in a large company requires breaking things up, letting business units be freer to roam and experiment. Leadership as a support service that can help get central resources behind promising green offshoots. You need to change your process too. Daily stand up meetings not monthly planning. Creative campaigns made using sprints, rapidly iterated with test and learn digital methodologies.

In past periods of austerity, ethical and environmental brands suffered because people weren’t ready to pay more for them. But we’ve already seen 30-40% growth in organic food sales during lockdown. Perhaps people were looking after their health and immunity? Perhaps it is also a shift in priority, more focus on simple daily pleasures like cooking? An Ipsos survey found that 79% globally said that one long term impact of the virus was that they would ‘seek out products that are healthier and better for the environment’.

It’s not just food. I’ve spoken to eco entrepreneurs in markets like beauty and fashion. Many have had an extremely busy few months. One reason (if they sell online) is that Facebook advertising costs dropped by two thirds. While conversion rates also increased because shops are shut and there was less competition. Consumers were stuck at home, bored, not spending as much on things like going out. And so minded to spend online. Behaviours like sending small physical gifts to friends and family also increased. There has even been a greater sense of community and wanting to support ‘the little guy’. These changes might be quite specific to lockdown. Or they might not. They say it takes 60 days to form a new habit.

As far as the #greenrecovery goes I wont make a big case for it here. Suffice to say that a global survey by IPSOS in April found that:

  • 71% agree in the long term, climate change is as serious a crisis as Covid-19
  • 65% of the public support a ‘green’ economic recovery from the Covid-19 crisis.

Fact is, if you work for a big company (H&M, IKEA, Nestle, L’Oreal) you may already be committed to it as a goal and now trying to work out how to deliver on those public pledges. If you work for a purpose-led company, you wouldn’t have it any other way.

But how to do it? How to revive and drive the business and at the same time also make radical sustainability gains? That’s something I’ve been researching over the last two months. Here’s a map of some of the most immediate strategic options:

ECO SAVING

MUJI grew up in Japan during a ten year recession. That was when their culture veered away from an obsession with designer labels and luxury brands. The new generation didn’t want to buy LV handbags. They embraced things like street fashion. MUJI’s design principle is doing less (for instance not bleaching paper and fabrics) to be more eco and more beautiful. The name means ‘no logo’. Doing less also makes it cheaper. When I first met the brand in Japan in the 1990s, MUJI were selling a perfectly nice pair of jeans for only €2!

MUJI have a genius for spotting waste and hidden value. Their first product was spaghetti hoops that were actually offcuts from the pasta factory (previously thrown away).

That’s the mindset behind eco saving. What could you do that strips away 90% of the cost and resource impact. But still does the same job and gives the same joy?

Ingvar Kamprad the IKEA founder used to say any fool could design a desk. But it took creativity to design a desk for only €10. It’s often about finding an ingenious reframe. Kamprad had the idea of selling designer bare metal bins. These cost €100 in competitors shops. But he managed to do his for €3. How? By going to the catering company that supplied tins of tomatoes. And asking for the tins without the tomatoes (or the lids).

CHEAP TIME TO GROW

Advertising is cheap. Money (because of interest rates) is cheap. If you want to grow something green you may also have access to free ‘stimulus’ money or sustainability linked loans. Many green markets are in steep growth. Like vegan shoes. If you can sell something online for €100, make a margin of 70% and it costs you €10… you do the maths. The more money you put in the more revenue. And if you can scale parts of your business rapidly this may compensate for other tougher markets, give you a way to keep more jobs.

IKEA has a longterm strategic principle to invest in a downturn for exactly this reason.

The other great thing today is how accountable marketing is through digital channels. You can make daily decisions and see the results. That data will also help you build a picture of what segments and propositions are working. Using Geoffrey Moore’s bowling alley model you can look for ‘neighbouring pins’. For instance, say you are an online travel booking company. You might see an uplift in international key worker journeys. Like government employees travelling to Brussels. That might lead you to find other ‘essential journey’ segments. Like industrial maintenance staff in demand as factories reopen.

NEW DEAL – A WIN:WIN

The time honoured principle of marketing for the last 70 years was to do everything for consumers and make it convenient. Like ready meals that people just needed to microwave.

The opposite may be true in the next stage.

The big win could be selling fresh ingredients and teaching people to cook – while sharing the savings made because they use their kitchen not your factory. Hello Fresh in other words. Supermarkets might increasingly sell vegetable seeds and plants to grow at home?

This is another IKEA principle. They shifted the factory to the home. And in return sold furnishings so cheap the majority could afford them. That kind of low cost collaborative model could apply to almost any market, from computing to fashion.

New deals can also come from flexing the business model and terms. People may want to pay for insurance by the day. Or to rent many things they previously had bought.

NEW MARKETS

To make radical green gains and at the same time business breakthrough results just requires one thing.

Creativity.

For decades consumer electronic businesses struggled to market the LED light bulb. Partly because the light was harsh. Partly because it was so cheap and long-lasting you’d be killing your business. Then along came Philips Hue. A new need (interior design), a new segment (millennial geeks), a new price point (100x higher) and a new channel (the Apple store).

That kind of paradigm shift can happen in any market. And it creates 10-20 year successes.

That’s the big opportunity here. Be part of tomorrow’s Green Economy.

The simplest way to do this is what Philips did. Create a Moonshot project. Give some talented and subversive employees the space, time and budget to ‘make a splash’.

9. June, 2020

Supertrainee-haku on jälleen auki!

Markkinointiviestinnän harjoittelijana pääset osallistumaan markkinointiviestinnän tekemiseen sen kaikissa muodoissa. Saat kokeilla siipiäsi asiakasprojekteissa osana ammattilaistiimejä, oli tehtävänä mitä tahansa strategisten linjojen vetämisestä projektin viimeisen yksityiskohdan tuottamiseen. Monipuolinen ja nopeatempoinen työ voi olla vaativaa, mutta myös antoisaa. Takaamme, että reippaalla asenteella saat harjoittelustasi irti niin paljon kuin haluat.

Markkinointiviestinnän harjoittelijan työnkuva on monipuolinen, ja siihen voi itse vaikuttaa. Jos sinulla on jo valmiiksi supervoimia jollain osa-alueella, kerro niistä meille, niin pääset varmasti vapauttamaan ne harjoittelujaksollasi. Toisaalta jos olet kiinnostunut jostain, mitä et vielä täysin hallitse, kerro rohkeasti sekin. Tuemme mielellämme uusien supervoimien kehittämisessä!

Työtehtäviin asiakkuustiimeissä kuuluu muun muassa:

  • analytiikka, kuten liiketoimintaympäristö- ja kilpailija-analyysien laatiminen 
  • luova työskentely, kuten mainoskampanjan tai sisällöntuotannon konseptisuunnittelu
  • viestintä, kuten tiedotteiden kirjoittaminen, mediaseuranta ja muu sisällöntuotanto
  • tapahtuma-, valokuva- ja videotuotannot

Hakuprosessin ensimmäisessä vaiheessa pyydämme lähettämään meille CV:n ja vapaamuotoisen hakemuksen. Kerro hakemuksessa, miksi sinä olisit hyvä valinta Supertrainee-ohjelmaan markkinointiviestinnän harjoittelijaksi. Mainitse myös, minkä parissa erityisesti haluaisit harjoittelujaksollasi työskennellä ja miksi.

Hakuprosessi jatkuu haastatteluilla, jonne kutsumme lupaavimmat hakijat. Haastattelun lisäksi pyydämme tekemään markkinointiviestintään liittyvän erillistehtävän, joka annetaan haastattelun jälkeen.

Valitsemme yhden markkinointiviestinnän harjoittelijan Supertrainee-ohjelmaan syyskaudeksi 2020.

Hakuprosessi:

  • 15.06. klo 18 mennessä: CV ja hakemus sähköpostilla Pirjolle (pirjo.airaksinen@superson.fi), otsikoksi “Markkinointiviestinnän harjoittelija  syyskausi 2020”
  • 17.06.: Tieto haastatteluvaiheen valinnoista
  • 22.-24.06. Haastattelut ja tehtävänanto
  • 30.06.: Tehtävien palautus
  • 03.07.: Valinta
  • 24.08.2020: Supertrainee-jakso alkaa ja päättyy 31.12.2020

Lisätietoja:

Pirjo Airaksinen, Head of Culture: 040 030 3043

10. February, 2020

Superson Collaborates with Google to Help Singles in Indonesia on Valentine’s Day

#YukMoveOn (Let’s Move On) shows how Google apps can help all Indonesians, also the singles, those in ‘almost-but-not-quite’ relationships, and the ones in the friend-zone this Valentine’s Day.

We are happy to share our latest collaboration with Google Indonesia with a campaign that offers a fresh perspective to Valentine’s Day by showing support to those less lucky in love.

Titled ‘Yuk Move On’ (‘Let’s Move On’), the campaign celebrates those who are single,  in ‘almost-but-not-quite’ relationships or in the ‘friend-zone’. The inclusive Valentine’s Day campaign serves as a reminder about the importance of self-love and celebrating life, showcasing how you can move on in life, with a little help from Google.

Nine Google apps are promoted in the tongue-in-cheek campaign for their ability to aid in the process of moving on from a past relationship. For example, Google Photos’ facial recognition helps you identify the face of your ex-partners so you can put them where they belong: the past. 

To launch the campaign, we distributed a “Moving On Kit” to Indonesia’s top single influencers and YouTubers, encouraging them to try Google apps and share their moving on stories, showing support to other lonely hearts.

At the heart of the campaign is an online film starring Vanesha Prescilla, an acclaimed actress known for her lead roles in Indonesian Gen Z heart-break dramas. The campaign film showcases how Google apps can help you move on, featuring a hit song from Indonesian indie band and YouTube content creator, ‘Reality Club’.

Key media and influencers were invited to attend the event that announced the launch of the #YukMoveOn (‘Let’s Move On’) initiative. The event saw key media editors unleashing their creativity with a ‘paint your move-on mantra’ session, followed by a group therapy session led by famed radio and podcast hosts and a mindfulness coach. Participants of the group therapy were selected based on story submission contests held on social media. Attendees had the chance to share and receive moving on advice from experts. 

Commenting on the campaign our Antti Toivonen said “This is a highly collaborative effort with Google and Superson’s teams. The idea came from Google and we built an agile creative team to help Googlers to workshop the campaign over the past months. Our team saw people from Indonesian love novelists and musicians, to filmmakers and packaging specialists, working alongside Google’s internal experts from analytics to communications.”

Google’s Brand and Creative Lead for Southeast Asia, Mira Sumanti said, “At Google, we want to organize the world’s information to make it universally accessible and useful. Valentine’s day is no exception. With this campaign, we are trying to bring a fresh perspective to other groups during this ‘love month’ and tried to give ideas for one of the frequently searched keywords on Google in Indonesia: “cara move on” (how to move on). The need to move on transcends beyond age, gender, and boundaries. It is something that is universally relevant to everyone.

“It started with a simple ‘what-if’ conversation among Googlers and became a real-life, nationwide campaign. We would like to thank all the partners, agencies and influencers who believed in this idea, supported us, and made it happen." 

The online film was directed by Anatman Pictures director Mahatma Putra. Other partners include Lion & Lion, Bumble Bee Studios, Image Dynamics and Toaster.

Watch campaign film here: https://www.youtube.com/watch?v=N1ASHy6bHGY

30. January, 2020

Marketing in Asia: Superson Singapore’s Antti Toivonen Lands Sundance Film Festival For The Second Time

Superson Singapore's Antti Toivonen believes that advertising creatives should flex their muscle in the world outside advertising too as branded content competes for attention with the best TV shows and movies out there. Being featured twice alongside the world's most interesting storytellers at the Sundance Film Festival is a testament to the work he and his team have put into honing their craft. Sundance 2020 saw a record year of over 10 000 short film submissions with just 74 making the cut to their official program.

Read the article: https://marketinginasia.com/2020/01/25/superson-singapores-antti-toivonen-lands-sundance-film-festival-for-the-second-time/

20. December, 2019

Agency disruptor Superson strengthens APAC leadership team to cater for CMOs of the future

Singapore, 17 December 2019 — Specialist agency Superson announced the appointment of Anne Karumo and Shi Ho as Client Partners for the Asia Pacific region, based in Singapore. In Superson’s specialist model, client partners are former senior marketers, with experience working side-by-side with CMOs and CEOs, helping innovative companies achieve their business results with the help of future-focused independent talent.

Anne Karumo is responsible for building out Superson’s fintech and sustainability expertise. Prior to joining Superson, Anne was Senior Director for Marketing at Visa, in charge of partnerships in Asia Pacific. She brings deep experience working with fintech companies both on client and agency side, including Bloomberg, Wall Street Systems, Cognito and OANDA, across various markets in APAC, Europe, Africa and the Middle East.

Shi Ho is responsible for building Superson’s disruptive technology, consumer products and entertainment arms. She was the APAC Head of Marketing at BBC Studios, looking after 11 markets and over 50 clients. She has led teams in creative agencies including BBDO and R/GA, and worked with companies including P&G, Unilever and Visa. She was with Nokia prior, in entertainment and music marketing roles in Singapore, Helsinki and London.

“We see ourselves as the architects of creative collaboration, working with disruptive companies building services that stretch the boundaries of digital and physical,” says Anne Karumo. “With the help of technology, societies can develop solutions like carbon and plastic off-setting, sustainable investing, financial inclusion, and digital farming to solve major environmental and social challenges. This requires the expertise that can’t be found in most traditional agencies. Our network of independent specialists work side by side with the innovators to create an impact for a sustainable future.”

Since its launch in Singapore in May 2019, Superson has proven that Asian market is quick to embrace and adopt new ways of creative collaboration. Its clients include Wärtsilä, focusing on the IntelliTug project and smart marine technology, Google and Unilever CLEAR Haircare.

Shi Ho said, “Clients come to us because they know we won’t feed them yet another agency solution. We can’t. There are so many dynamics at play. Firstly, marketing teams need to rapidly adapt to customer dynamics and technologies that are constantly evolving, while trying to build brand experiences that last. Secondly, as ex-marketeers we recognize the realities of doing business in this current age - budgets are shrinking and sales targets are climbing. Thirdly, there is a growing need for skill sets that everyone is still trying to figure out - data, analysis, its application, and how to crack programmatic and AI for more growth. Superson’s specialist model means when we curate a team, top creative and tech talent are in the room with our clients to tackle a business problem with an audience-first approach.”

Antti Toivonen, Managing Partner of Superson Singapore, said “We are thrilled to add such heavy-hitting marketers, both Anne and Shi, in our global client partner team. Senior client experience is what makes Superson different. Together with our specialist model we are nimble and can respond to unique challenges CMOs face today, way beyond the usual agency toolkit. Superson was born from questioning the relevance of conventional agency practices and this approach has proven to give marketers the results they need, both in the Nordics and now also in APAC. We are already working across several markets in the region and are looking to expand further.”

Also seen on:

Mumbrella Asiahttps://www.mumbrella.asia/2019/12/superson-singapore-appoints-former-visa-and-bbc-marketers-as-client-partners
Branding in Asiahttps://brandinginasia.com/superson-appoints-anne-karumo-and-shi-ho-as-client-partners-for-the-asia-pacific/

28. October, 2019

Graafisen suunnittelun harjoittelija

Graafikko-harjoittelijana pääset työskentelemään monipuolisesti graafisen suunnittelun eri osa-alueilla digistä printtiin ja liikkuvaan kuvaan. Saat mahdollisuuden tuoda esille omaa visuaalista näkemystäsi oikeiden projektien parissa. Samalla saat kattavan kuvan visuaalisen viestinnän kentästä sekä omasta paikastasi siinä. Luot myös vakuuttavan työportfolion.

Harjoittelupaikka sopii sinulle, joka opiskelet luovaa suunnittelua joko graafisella tai web-painotuksella ja olet siten tottunut käyttämään taitto- ja grafiikkaohjelmia kuten InDesignia, Photoshopia ja Illustratoria. Persoonana olet avoin, joustava ja opit nopeasti uutta. Osaat visualisoida ideoita, toteuttaa konsepteja ja työskennellä itsenäisesti ja nopeatempoisesti. Lisäksi sinulla on hyvät kommunikaatiotaidot.

Työtehtävät visuaalisessa tiimissä: 

  • luova suunnittelu, kuten mainoskampanjat ja brändi-ilmeet
  • graafinen toteutus, kuten mockupit, valmiit materiaalit ja presentaatiot
  • töiden esittely

Hakuprosessin ensimmäisessä vaiheessa pyydämme lähettämään meille CV:n sekä vapaamuotoisen hakemuksen. Kerro hakemuksessa, miksi sinä olisit hyvä valinta Supertrainee-ohjelmaan graafisen suunnittelun harjoittelijaksi.

Kutsumme lupaavimmat hakijat haastatteluun. Haastattelujen perusteella valitsemme yhden graafikko-harjoittelijan Supertrainee-ohjelmaan.

Hakuprosessi:

  • 29.11. klo 12 mennessä: CV ja hakemus sähköpostilla Pirjolle (pirjo.airaksinen@superson.co), otsikoksi “Graafisen suunnittelun harjoittelija 2020”
  • 3.–12.12.: Ensimmäisen vaiheen valinnat ja haastattelut
  • 13.12.: Graafikko-harjoittelijan valinta
  • 7.1.2020: Supertrainee-jakso alkaa ja päättyy 30.6.2020

Lisätietoja:

Pirjo Airaksinen, Head of Culture: 040 030 3043

28. October, 2019

Myynnin harjoittelija

Myynnin harjoittelu Supersonilla on hyvä paikka kasvaa myynnin ammattilaiseksi. Harjoittelu on vuosien varrella poikinut hienoja projekteja, ja siitä on jopa ponnistettu vetämään omia asiakkuuksia Supersonilla. Tämä kaikki on harjoittelijan omissa käsissä. 

Tärkeintä on, että tiedät haluavasi työskennellä myynnin parissa ja olet nälkäinen. Kokemusta B2B-myynnistä arvostetaan, mutta se ei ole välttämättömyys, sillä asenne ratkaisee. Tehtävä vaatii luonnetta ja periksiantamattomuutta. 

Takaamme, että näillä ominaisuuksilla saat harjoittelustasi irti niin paljon kuin haluat. Saat paljon tietoa eri yrityksistä ja pääset tapaamaan niiden päättäjiä. Opit kiteyttämistä ja presentoimista. Lisäksi saat olla mukana tarjousvaiheen suunnittelutiimeissä luomassa projekteille suuntaa.

Työtehtävät ovat muun muassa näitä:

  • uusasiakashankinta, kuten prospektointi ja kontaktointi
  • asiakastapaamiset ja niihin liittyvä valmistelu kuten presentaatiot ja tarjoukset
  • tarjousvaiheen luova työskentely, kuten kampanjoiden konseptisuunnittelu

Hakuprosessin ensimmäisessä vaiheessa pyydämme lähettämään meille CV:n ja vapaamuotoisen hakemuksen. Kerro hakemuksessa, miksi sinä olisit hyvä valinta Supertrainee-ohjelmaan myynnin harjoittelijaksi.

Hakuprosessi jatkuu bootcamp-päivällä, jonne kutsumme 10 lupaavinta hakijaa. Bootcampilla hakijat pääsevät ammattilaisten johdolla pureutumaan markkinointiviestinnän työhön sekä esitysten että ryhmätehtävien kautta. Päivä tarjoaa inspiraatiota, oppia ja palautetta. Sen päätteeksi sinulla on varmasti selkeämpi kuva markkinointiviestinnän kentästä ja Supersonin paikasta siinä.

Bootcampilta valitsemme yhden myynnin harjoittelijan Supertrainee-ohjelmaan.

Hakuprosessi:

  • 15.11. klo 12 mennessä: CV ja hakemus sähköpostilla Pirjolle (pirjo.airaksinen@superson.co), otsikoksi “Myynnin harjoittelija 2020”
  • 19.11.: Ensimmäisen vaiheen valinta
  • 25.11.: klo 12–16: Bootcamp-päivä
  • 28.11.: Myynnin harjoittelijan valinta
  • 7.1.2020: Supertrainee-jakso alkaa ja päättyy 30.6.2020

Lisätietoja: 

Tuomas Karvonen, Business Development Manager: 050 327 2119
Lauri Sankila, Client Manager: 040 518 6491

28. October, 2019

Markkinointiviestinnän harjoittelija

Markkinointiviestinnän harjoittelijana pääset osallistumaan markkinointiviestinnän tekemiseen sen kaikissa muodoissa. Saat kokeilla siipiäsi asiakasprojekteissa osana ammattilaistiimejä, oli tehtävänä mitä tahansa strategisten linjojen vetämisestä projektin viimeisen yksityiskohdan tuottamiseen. Monipuolinen ja nopeatempoinen työ voi olla vaativaa, mutta myös antoisaa. Takaamme, että reippaalla asenteella saat harjoittelustasi irti niin paljon kuin haluat.

Markkinointiviestinnän harjoittelijan työnkuva on monipuolinen, ja siihen voi itse vaikuttaa. Jos sinulla on jo valmiiksi supervoimia jollain osa-alueella, kerro niistä meille, niin pääset varmasti vapauttamaan ne harjoittelujaksollasi. Toisaalta jos olet kiinnostunut jostain, mitä et vielä täysin hallitse, kerro rohkeasti sekin. Tuemme mielellämme uusien supervoimien kehittämisessä!

Työtehtäviin asiakkuustiimeissä kuuluu muun muassa:

  • analytiikka, kuten liiketoimintaympäristö- ja kilpailija-analyysien laatiminen 
  • luova työskentely, kuten mainoskampanjan tai sisällöntuotannon konseptisuunnittelu
  • viestintä, kuten tiedotteiden kirjoittaminen, mediaseuranta ja muu sisällöntuotanto
  • tapahtuma-, valokuva- ja videotuotannot

Hakuprosessin ensimmäisessä vaiheessa pyydämme lähettämään meille CV:n ja vapaamuotoisen hakemuksen. Kerro hakemuksessa, miksi sinä olisit hyvä valinta Supertrainee-ohjelmaan markkinointiviestinnän harjoittelijaksi. Mainitse myös, minkä parissa erityisesti haluaisit harjoittelujaksollasi työskennellä ja miksi.

Hakuprosessi jatkuu bootcamp-päivällä, jonne kutsumme 10 lupaavinta hakijaa. Bootcampilla hakijat pääsevät ammattilaisten johdolla pureutumaan markkinointiviestinnän työhön sekä esitysten että ryhmätehtävien kautta. Päivä tarjoaa inspiraatiota, oppia ja palautetta. Sen päätteeksi sinulla on varmasti selkeämpi kuva markkinointiviestinnän kentästä ja Supersonin paikasta siinä.

Bootcampilta valitsemme kaksi markkinointiviestinnän harjoittelijaa Supertrainee-ohjelmaan.

Hakuprosessi:

  • 15.11. klo 12 mennessä: CV ja hakemus sähköpostilla Pirjolle (pirjo.airaksinen@superson.co), otsikoksi “Markkinointiviestinnän harjoittelija 2020”
  • 19.11.: Ensimmäisen vaiheen valinta
  • 25.11. klo 12–16: Bootcamp-päivä
  • 28.11.: Markkinointiviestinnän harjoittelijoiden valinta
  • 7.1.2020: Supertrainee-jakso alkaa ja päättyy 30.6.2020

Lisätietoja:

Pirjo Airaksinen, Head of Culture: 040 030 3043

28. October, 2019

Tapio Lehtinen – Around the World in 322 days

Throughout history seamen sailing across the oceans have been the symbol of courage. “To be honest, I consider myself a little bit of a sissy”, says Tapio Lehtinen, who was the first Finn to finish the Golden Globe Race. Lehtinen circled around the globe without stops and spent 322 days alone on his sailing boat . “I strongly believe that if you’re going to do something dangerous – which this race definitely was – you have to be a bit tentative.  I try to avoid situations that might lead to danger. Dangerous sails are all about excellent preparation and anticipation that help avoiding bigger risks”, Lehtinen describes. “In my opinion sisu is a better concept than courage. Especially in sailing, courage includes a certain tone of recklessness which does not work in this sport.”

Big thoughts and birds
All scales are different for a person who has sailed around the world compared to us landlubbers. The longest time that Lehtinen spent without seeing a single sign of mankind was two months. The only thing that reminded him of still existing in this century was the trail of a jet flight spreading across the sky. “But I didn’t see the plane.” The most important company he had were albatrosses, that have existed millions of years on planet Earth. But Lehtinen did not feel lonely. “Many wondered how I held up. In that sense I am very Finnish. I truly and honestly enjoyed the solitude and silence.”

Despite heavy storms and technical difficulties, the 10 months Lehtinen spent on the sea went by in tranquillity together with his thoughts. Same straightforward routines gave form to days, weeks and months. Sailing, reading and listening to music on C-cassettes filled his days. “It was pure luxury that I really had time to think. Although I slept for a couple of hours 3–4 times a day, I had a lot of dreams, and after waking up also time to reflect on them. Pure solitude and silence can be recommended for everyone.”

Endless moments inside his head made Lehtinen reflect on others’ and his own life. “I could say I had an almost religious awakening during the journey. I strongly believe that in the future we have to get rid of the constant need for gathering more materia and remember that the Earth has to be passed on to the coming generations as well. It requires true courage from all of us to act accordingly. I’m not saying that the year on sea made me a better person, but at least I enjoyed it.”

28. October, 2019

Martin Roll – 5 advice to courage

Danish Martin Roll, Senior Advisor for Superson, can be called the guru of global strategy, marketing and branding. Roll has done a breathtakingly long career in marketing and he sees courage as a natural part of successful business. “If you want to succeed in business, you have to be courageous.”

Roll has lived in Singapore for over two decades and he is specialized in the Asian market, and serves clients in over 30 countries globally. Moving to Asia was personally one of the most courageous acts in his life. “All young economists in the early 21st century left to the West, London or New York. I went Wast, to Asia. It was a courageous decision to make but I can now state that it was worth it.”

Roll, who works as a strategic advisor, mentor and transformation consultant for several global Fortune 100 companies and family businesses, summoned five key advice on how courage can be sustained in companies’ actions and spirit.

  1. Hold on to long-term goals
    Good things happen to those who have the patience to wait. Build a clear direction and purpose and find out where you want to go. The core in business is finding a purpose and focusing on that. To achieve the long-term goals the purpose has to be in the core of the strategy and recent research shows that it drives business impact. It requires great courage to have patience to wait for the goals to happen.

  2. Be courageous, bold and distinct
    How do you define you and your company? A strong, clear and distinct strategy is the foundation of everything. It requires courage to define the core of the business and to swipe away everything useless and unnecessary from around it. Dare to focus only on the core of the strategy.

  3. Step out of your comfort zone
    Courageous people and companies dare to come out of their comfort zone. That is never easy. Others will always have opinions about how you or your company should be and what things to strive for. Instead, courageous people don’t mind the views of others. People typically want to hold on to the old, safe and familiar. But only when you really jump out of your comfort zone changes start to happen and you might even find in yourself strength and knowledge you didn’t know about.

  4. Embrace uncertainty
    Ingvar Kamprad, the founder of IKEA, has said that only when sleeping people don’t make mistakes. The nature of business is not static and the constant change and mistakes are part of it. You have to accept not knowing what tomorrow will bring and be able to enjoy the uncertainty. Anticipation helps to stand the uncertainty. 

  5. Be patient
    The Danish company LEGO is at the moment the world’s most valuable toy company and their patience has been tested during the last decades. In the 1990s bankruptcy was just around the corner and an offer of 150 million dollars was made for the company. The company decided to clearly focus on LEGO bricks (the core) and leave the competition of digital games and toys for others. Persistent and patient work were rewarded. Today the value of LEGO Group is almost 40 billion dollars.

Download Martin Roll's presentation:
"Martin Roll – A global perspective on courage"