In this podcast you will learn about the impact of fusing together your organisation’s two nuclei: your culture and your brand identity.
In a complex world the need for clarity is paramount. Our mission is to help you understand the context in which you operate.
Co-Founders is run by us, two business leaders, Ia Adlercreutz and Max Mickelsson. We’ve lived through several organizational changes. We’ve had to lay people off as well as integrate whole new cultures into existing ones. On a daily level, we’ve led different teams consisting of many different nationalities. We’ve been part of both management teams and executive boards. We’ve seen successes and failures. We’ve both succeeded and failed as individuals.
After 20 years of experience in business we have created a framework that, we believe, can help leaders like ourselves to develop a company culture that is anchored in reality and has, at the same time, a powerful purpose that drives people to work every day. A meaning that allows the company to build a better tomorrow for us all.
Successful companies are distinctive, curious and resilient. They have a strong brand, a healthy company culture and a solid relationship with the surrounding world. These three domains can be explored and developed simultaneously only if the top management is fully on board and ready to roll up their sleeves. There are no short cuts ahead but hard work and tricky questions. We will make the trip rewarding.
Lastly, the world is changing in a fundamental way. From a linear economy we move towards a circular one. The human-centric approach is no longer valid. Companies need to think broader. This is why we base our work on a method we call LIFE-CENTRIC® leadership.
Ia has a passion for creating distinction. She has almost two decades of experience in branding, business development and design management. In recent years, she has held top management positions in renowned consumer goods companies such as Kekkilä, Hasselfors Garden and Fiskars. Today she is a board member in several B2B and B2C companies.
Throughout her career, Ia has regularly managed to unleash the true potential of brands. She’s mastered a very special way of turning strategy into reality by conducting open-minded exploration and experimentation.
At Kekkilä, Ia was responsible for the company’s brand and marketing through a period of growth in both brand awareness and value, while at the same time spearheading its expansion into new business areas. Her work turned a soil-producer into a player in the lifestyle field.
At Fiskars, Ia played a significant role in transforming a kitchenware company into a fresh player. She led the creation of a new brand look and feel, the redesign of almost 100 SKUs and the development of innovative go-to market concepts, resulting in measurable commercial success.
When not helping companies reach their true potential, Ia can be found canoeing around the archipelago or writing poems in her red notebook. There is a page in it for your company, too.
Max Mickelsson has spent the last fourteen years combining his passions for politics, technology and business to promote positive change. In his previous role as a Director for Government Affairs at Microsoft, he helped shape programs that have created bold opportunities for both individuals and for Finland as a whole.
Before his career at Microsoft, he held various positions in politics advising the Minister of Finance, Minister of Labour, Minister of the Interior and the Speaker of the Parliament as well as Secretary General for the Parliamentary Group of the National Coalition party. He has also had positions of trust in many NGOs and is currently the Chairman of Junior Achievement – Nuori Yrittäjyys – in Finland.
Thanks to his career dedicated to understanding and communicating the complex, he believes Artificial Intelligence will revolutionize company culture in ways we’re just beginning to grasp. When not studying the intricacies of corporate life, he’s a keen contemporary art lover who relishes the chance to meet artists worldwide.
Siru has worked for 15 years with Finnish brands and companies on the global stage – Iittala, Arabia, Fiskars and Altia among others. Prior to that, she gained experience with major Finnish media houses including YLE – the Finnish Broadcasting Company. This combination has made her an expert at strategic marketing communications, international PR and change communications. While at Iittala, Siru also developed a global PR setup, which spurred international growth within the earned media landscape.
As she is passionate about strategic communication development, Siru knows the importance of putting organizational culture into the heart of operations when developing brand strategies. She also prides herself on her strategic thinking, her ability to connect the dots and to craft stories, which resonate with their audience. What’s more, she’s a big believer in working collaboratively and values good design as well as well thought out products and services.