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Do Really Big, Hard Things Koe, Miksi Honkatalot on Enemmän August 2014 in NORTHERN EUROPE The young and the successful in Northern Europe KEN SEGALL Find that human connection SIR KEN ROBINSON Put your imagination to work TONY FERNANDES Marketing is everyone's responsibility JIM COLLINS Do really big, hard things Koe, miksi Honkatalot on enemmän www.honkatalot.fi ELÄMYSKOKOUKSET KAIKILLA HERKUILLA NAAVA RESORT OY • ÄHTÄRI • PUH. 040 560 8455 • WWW.NAAVARESORT.FI SO DIGITAL, THAT WE SUCK ON PAPER ADS. We are business consulting and services company. We develope new business and digital services for our corporate and public sector customers. We combine business processes, contents and technology in a revolutionary manner for our customers’ benefit. We are the customer’s trusted advisor for a well-managed, successful change. We are Solita. SOLITA.FI Why the Jyväskylä Region? Jyväskylä is big on committed, well-educated people and premises suitable for your company’s needs are immediately available. Through Jyväskylä Regional Development Company Jykes Ltd Your family will love you’ll also gain access the region. Research to contacts beyond shows Jyväskylä Finland’s borders - in is a safe place to Saint Petersburg and HARRI HEINÄNEN ANNA ETKALO Shanghai, for instance. live and a fantastic Director Coordinator environment in Soft Landing Services Soft Landing Services which to raise a +358 400 643 298 +358 40 559 2091 family. [email protected] [email protected] Jyväskylä Regional Development Company Jykes Ltd | Sepänkatu 4, 40100 Jyväskylä Tel. +358 20 771 5600 | www.jykes.fi | www.facebook.com/jykesfi | @jykesfi An International Touch Paula Ojansuu/kuvaustiimi.fi Paula The magazine you are holding in your hands is the third annual issue of the Nordic Editorial • Hans-Peter Siefen Business Report. This year, the circulation has become much more internation- al, as it is being published widely in Finland, Estonia and Russia with altogether roughly 90,000 copies. The same international trend may continue in the future as well. We started it last year by changing the language of the magazine into English and by pulling together a fully Nordic jury team to produce some real Nordic content. The jury team was gathered to work on ‘Nordic Thinkers 20’ ranking, which was published exactly a year ago. This year we decided to upgrade. We have basically covered the whole of Northern Europe in the ‘30 Under 30’ ranking in this magazine. That covers all the Nordic countries, all the Baltic countries and Russia – 8 countries in total. Special thanks go to all jury member organizations from all these countries for working with us to produce this interesting ranking of the most promising young leaders of our era, on such a large scale. Marketing and Leadership Ideas In the current economic situation it is important for any country to get their ex- ports on the rise. It all starts with improving each area of your business to be able to expand. Along with the general business ideas on marketing and leadership, you will also learn about young and upcoming leaders from all over Northern Europe. We hope they will give you new ideas and inspiration for building up new inter- national business ideas and relations. As you probably figured out, this issue is built upon two main areas of focus. It starts with marketing ideas to boost off your own marketing and continues with leadership ideas in the latter part of the magazine. You will learn the mar- keting secrets of AirAsia’s founder Tony Fernandes as well as some of the world famous leadership principles of Jim Collins. We will also drive your attention to new trends, such as online videos as a tool for marketing, amongst many others. We hope you will enjoy reading this issue of NBR! Best regards, Hans-Peter Siefen Editor-in-chief, Nordic Business Report CEO, Nordic Business Forum Oy NORDIC BUSINESS REPORT 2014 5 Contents Contents Marketing Ideas Adam Lee Adam 8 Secrets to Successful Viral Ads 9 Kai Rinkinen Online Video Marketing – More Than Meets the Eye 10 Marjaana Toiminen & Marco Mäkinen 7 Misconceptions About Marketing and 7 Rules to Follow 12 Keith Cunningham How Big Would Your Business Be If… 13 NBR Gallup Poll: 21 What Makes You Stick to a Certain Tony Fernandes Service Provider? How Marketing Makes 15 Ken Segall or Breaks a Company Marketing Made Simple All in: Fernandes bought AirAsia in $11 million 18 Fear of Public Speaking? Don't Worry, worth of debt and bankrupt. He mortgaged his It's Not Terminal house, used all his savings and built a success story. Ranking 26 30 under 30 in Northern Europe Nordic Business Report continues to produce rank- ings of business people. In 2012, we ranked the greatest business thinkers in Finland, and in 2013 in the in the Nordic region. This year we set the age limit to a maximum of 30 years and covered basical- ly the whole of Northern Europe. So who made the in NORTHERN EUROPE cut and why? 6 NORDIC BUSINESS REPORT 2014 Contents Leadership Ideas 47 Vladimir Funtikov Success Sometimes Comes after Failure 50 Esa Matikainen How to Succeed in a Digitalizing World 54 Sir Ken Robinson It's Not About How to Be a Better Leader, but What Kind of a Leader You Want to Be 57 Lauri Järvilehto Creating Motivation in an Accelerating World 58 Jari Koskinen Leadership and New Ways of Thinking 42 60 Vsevolod Strakh From Selling USB Cables To Employing Jim Collins 900 People Leadership to 62 Ville Saarikalle the 5th Power Happiness Means Profit 63 Keith Silverang If you want to grow to be a true leader, do really big, Who Gives a #%&¤ about Values? hard things. The more pain and suffering, the better the results. Guaranteed. 64 Summaries Editorial Board AUTHOR AUTHOR AUTHOR EDITOR & AUTHOR EDITOR IN CHIEF ART DIRECTOR Gina-Marie Andrew Anniina Jukka Hans-Peter Janne Cheeseman Scholfield Tauriainen Niemelä Siefen Lahtinen Fresno, California, USA Turku, Finland Jyväskylä, Finland Espoo, Finland Jyväskylä, Finland Jyväskylä, Finland Freelance business Copywriter and Communications Copywriter and Co-founder, Graphic designer, journalist Entrepreneur, professional, Entrepreneur, Nordic Business Group Oy Serus Media Oy Othello Consulting Nordic Business Forum Oy Prepsikka Oy Contact Information: Publisher: Nordic Business Report Nordic Business Report Production: Nordic Business Report, Prepsikka Oy and Serus Media Oy Schaumanin puistotie 1 Editor in Chief: Hans-Peter Siefen, [email protected] 40100 Jyväskylä, Finland Editor: Jukka Niemelä, [email protected] +358 20 775 1390 Cover photograph: Justin Stephens [email protected] Press: Deviz, 2014 www.nbreport.com NORDIC BUSINESS REPORT 2014 7 Marketing Ideas Secrets to Successful Viral Ads BY ANNIINA TAURIAINEN Why do some viral ads manage to spread widely across the web and become such huge success stories? We found four elements that are used in successful viral ads: surprise, humor, emotional appeal and knowledge of the target audience. Volvo Trucks’ idea to showcase the full potential of helmsson, the public relations manager for Volvo Trucks, Volvo Dynamic Steering with Jean-Claude Van Damme this is the key success factor for viral campaigns. Vilhelms- performing a full split on two reversing trucks turned out son says the campaign is part of their new strategy to reach be an epic success. That’s definitely something you don’t see out to a broader target group through social media. Clear- every day! Since the release in November 2013, The Epic Split ly this strategy has been the right choice for Volvo Trucks. has gained more than 73 million views on YouTube. It is the The overall campaign has been estimated to represent 126 most watched automotive ad ever on YouTube. million euros in earned media value. Vilhelmsson also adds Selecting stories which appeal on an emotional level that, “almost half the truck buyers who have seen the launch to both the general public and the target group may well videos say it is now more likely that they will choose Volvo the be behind the video’s success. According to Andres Vil- next time they purchase a truck.” Clever Humor Can Set You Dove's Emotionally Angry Birds Booming Among Apart from the Competition Evocative Mission the Younger Crowd Combine a dancing bear, a catchy mot- Dove’s commitment to foster self-es- Angry Birds’ Cinematic Trailer was to and a funny and approachable com- teem in women led to a huge success ranked as the most watched ad ever pany founder – and what do you get? A with the Real Beauty Sketches ad. By on YouTube by Adweek.com in 2012. great video! Dollar Shave Club’s ad Our creating a narrative of how women Lauri Konttori, Rovio’s creative di- Blades Are F***ing Great has received don’t see the beauty in themselves as rector, thinks it isn’t just a game trail- over 14 million views and it prompted others do, the video generated an out- er, it’s a story which brings out the 12,000 orders in two days since its re- burst of engagement and conversations birds’ personalities and deepens the lease. Michael Dubin, the founder of across the brand’s social media chan- fans’ relationship with them. It seems the company, told The New York Times nels. According to Dove the video has companies targeting kids may have an that they spent about $4,500 on the received over 4 million shares. This is a advantage in succeeding in the viral video, which proves great marketing great example of the power of an emo- marketing sphere. After all, it’s all about doesn’t need to cost a ton. tional appeal. knowing your audience. 8 NORDIC BUSINESS REPORT 2014 Marketing Ideas ONLINE VIDEO MARKETING – MORE THAN MEETS THE EYE BY ANDREW SCHOLFIELD Kai Rinkinen is a pioneer in the online video marketing industry in Finland, having worked with a host of different clients, from the Dudesons to Nokia.
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