Customer understanding is a term that is frequently discussed, but what does it actually mean in practice? In sales, the best results rarely come from price-driven campaigns or impressive sales pitches. Instead, they come from the ability to be curious, to listen, and to understand. When customer understanding is in place, both marketing and sales hit their target more effectively.

The optical industry has taken us to many different work environments and taught us a tremendous amount about people, customer service, and entrepreneurship. Together, we have 33 years of experience in the optical field, including work in several optical stores, retail chains, and an eye hospital.

When was the last time you stopped to think about whether what you do truly feels meaningful?

I often pause to reflect on this question myself. In the role of CEO, the meaning of work is not created only through results or numbers, but above all through people and how successfully we create an environment where everyone feels that their work matters and has an impact.

During my long career in the banking industry, I have attended dozens of investment evenings. In events aimed specifically at women, I am always surprised by how different the atmosphere is. While traditional investment evenings often feel somewhat formal and reserved at first, women’s events are filled with lively conversation even before the event begins. Many women arrive with a friend, and the atmosphere is open – and there is never a shortage of questions.

There has always been an unbreakable strength within me. It is probably that famous Finnish sisu, resilience and determination. Challenges have never frightened me, quite the opposite, they ignite me and bring out my creativity. There is an entrepreneur living inside me who keeps moving forward no matter how rocky the road may be. In my work, developing services holistically feels like fuel to the fire.

Many people remember the story of the Invisible Ninni from the Moomins. In the story, a mistreated girl becomes invisible and only the red bow in her ponytail and the dress she wears can be seen. In Moominvalley, it is the family’s kindness, care, and ultimately Ninni’s courage to express her feelings that make her visible again.

The number of female entrepreneurs has remained fairly stable in recent years: about one in three entrepreneurs in Finland is a woman. Entrepreneurship is therefore not a foreign or daunting concept for women, women do indeed start businesses. But something is preventing them from taking that first step, and they keep putting it off.

Being seen can be scary. I know that from my own experience. But I also know how powerful it feels when you do something that scares you – despite the fear. The journey to where I stand today, in front of others as an inspirer and speaker, has been long and full of different phases.

Looking back on my journey, one thing stands out: nothing has gone exactly according to plan. Instead, the path has been shaped by choices, moments, and people who have guided the direction, sometimes clearly, sometimes without me even noticing.

In the coffee room and around the lunch table at the Oulu Chamber of Commerce, conversations are often lively.
Ideas are exchanged, people laugh, and plans are made. Around the table, there are mostly women, as our workplace is female-dominated. Fields such as communications, customer service, event production, education, and administration are areas where women often work and gravitate toward.

Courage, to me is not loud performance or fearlessness – although sometimes it can be, especially if you’ve been gifted with a strong voice. More often, courage is quiet decision-making, acting in line with your values, and having the courage to be unfinished. Courage shows in stepping outside your comfort zone, taking responsibility, and moving forward even when the answers are not yet clear.

Let’s take a journey back in time to a small coastal town in the 1980s. It’s the town where I was born and raised with my single mother, who worked as an entrepreneur.

At Kvevlax Savings Bank, we believe in something simple yet powerful: people make the difference. A strong organization is not built on structures and systems, but on engaged individuals who thrive, grow, and feel proud of their work.

I work at HalpaHalli as a Purchasing Manager for clothing. In my role, I am responsible for a broad scope: developing our own brands, managing brand collaborations, and planning our assortments. In practice, my work involves partnerships, assortment priorities, goals, budgeting, visibility, and the continuous development of our offering.

In addition to being surrounded by many strong women whom I admire, I also admire men – those who believe in and support us. My father’s encouragement, which I have heard since I was young and still hear today, “Think: Women can!”, is something I carry with me in everything I do.

Agility and courage are core values at Crimppi. These values were not invented afterwards – we were agile and courageous first, and only later realized to formalize them as part of our values. So this is not just about nice words; our entire way of operating is built on these principles. Otherwise, many things would never have happened.

The IT industry has long been male-dominated – that’s no secret. But that doesn’t mean it has to stay that way. At JNT, we want to help change the perception of who belongs in the world of technology. For us, it is a given that women have a natural place in IT, and we are proud to already have many skilled women in our teams.

“We want everyone, regardless of gender, to feel that they have a future in the IT industry. It’s about competence, curiosity, and willingness – not gender.”
– Maria Höglund, CEO of JNT