Your company has experimented with generative AI. You know how fast and capable the frontier models are, how readily they produce convincing answers to almost anything you ask. And yet your business goals remain unaffected. So where does the value from all this AI use and development investment actually go?

Together with Amos Rex, we explored how young people build emotional strength in an uncertain world: from everyday small challenges to digital detoxes and the role models offered by popular culture.

In spring 2025, we partnered with MUSH to explore how the cultural shift in pet ownership is shaping the kinds of brands that resonate with pet owners today.

In this essay, Annakerttu argues that the leadership ideal formed in recent decades — shaped by openness, optimism and competitive individualism — is entering a period of transition.

When S-Group brought 50 of its top leaders to Harvard, the goal wasn’t a new plan – it was a deeper shared understanding.

Journalist Hilla Körkkö and I share a strange affliction: we cry when a pop star crawls across the stage with glitter in their hair.

In an age when every logo is copied and every trend is posted, true luxury is no longer about what can be seen. It is about what remains hidden — time, silence and the freedom to vanish.

Have you heard it said that the world is changing faster than ever before? The phrase has been repeated so many times it has lost its meaning.

Open strategy once looked like the future. Now it feels like a contested choice.

To change strategy, you must first change minds. But changing minds is hard – especially in organizations with deep roots and strong beliefs about who we are and what our customers want. So how do we actually shift collective thinking?

Iida Korpiniitty’s essay challenges us, in the age of artificial intelligence, to consider what we stand to lose if we no longer pause to think for ourselves. Could slowness and effort become a source of competitive advantage?

Brand owners have always had to adapt to the expectations of different generations and the resulting shifts in dynamics between brands and target groups. The most recent dynamic shift is related to Gen Z, the generation comprising people born between the mid-1990s and the beginning of the 2010s.

Where is the ideal of self-sufficiency stemming from?