Riku Vassinen

I haven't launched a brand new workshop in a looong time, and let me tell you, this one's bursting with fresh ideas and actionable strategies. The way we launch is broken and there’s a BIG problem with MOST “just record it live” advice - but you can avoid this dilemma completely with this simple-yet-elegant method… It’s called The “Studio Audience” Advantage. Discover how to record your course or program on Zoom - and get paid - in just one day (without the need for fancy equipment or hours of editing) 💸 Yes, it CAN be that simple. It’s time to put your focus on the right thing when it comes to launching (HINT: it’s NOT on the recording part). Join me LIVE for this interactive workshop on Zoom (and tag a friend to join you). It’s going to be FUN! (Cue the studio audience applause!) 👏 Take a peek in the comments for the link to RSVP. #launchcoach #launchstrategy #onlinebusinessowners

Does marketing and brand matter when you are fighting financial crime? The answer is.... (drum roll in the background) Yes! A trustworthy and relatable brand makes all the difference. Sanja Gabler from Trapets and I had a lunch to inspire one another. She had a couple of success factor to ensure brand success that I can share with you: - Ensure that you invest in creating a strong organisational culture. - Setup strong project management essentials to be able to focus on the most trust building scopes, targets and make sure you have enough budget and time to deliver. - Never lose the experimental mindset, to keep evolving your brand as the company grows and the market evolves. In the end. How your existing and potential customers perceive your brand will tell you what kind of “brandimal” you are, not your brand manual, even though that can help you make it happen. #brand #branding #cmo #banking #fintech #financecrime #aml #saas

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This book is recyclable, plastic-free, almost carbon-neutral, sugar-free, fat-free, and most importantly: Bullsh*t-free. Antti Isokangas and I wrote “Greenwashing Economy” (Viherpesutalous in Finnish) because we both believe that companies have a major responsibility to help solve the problems facing people, society, and the entire planet. Addressing these issues will be the only way to achieve sustainable economic success (hard for anyone to do well on a dying planet). Above all, we believe that success depends significantly on how well companies handle their marketing and communication. As Oatly's former creative director Kevin Lynch summarized in The Drum: “One of the most enabling aspects of working on Oatly was the freedom to openly admit that no one gives a sh*t about what we had to say.” Just because you are doing something important does not mean that you do not need to make it interesting. Every company or cause is fighting for scarce attention. Therefore, there is no such thing as sustainability marketing. There is only marketing, and it can be either good or bad (usually the latter). The book comes out in August, but you can pre-order it already (link in comments). Written by us, foreword by Kirsi Piha, illustrations by Rami Niemi, cover by Tuomas Jääskeläinen, and published by Alma Talent. #sustainability #greenwashing #marketing #communications

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⭐️ AI Weekend News A coffee roastery in Finland has launched an AI-generated blend. The results were surprising! In a groundbreaking development, Kaffa Roastery has launched a new coffee blend designed entirely by artificial intelligence, with no human adjustments required in the blending process. The AI-generated blend has surprisingly exceeded expectations, offering a delightful taste that challenges traditional coffee-making methods. This innovation not only showcases the potential of AI in creative industries, but also hints at a future where AI could improve our culinary experiences. https://lnkd.in/enuxuKFJ by The San Diego Union-Tribune #ai #productmarketing #coffeelovers #innovation #tech Antonio Vieira Santos Franco Ronconi ARLENE NEWBIGGING GRADY Amanda Ray MICDA Melih Oztalay Bob Carver, CISM, CISSP, MS ✭ Kaffa Roastery ✨

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💡 AI as a Skill: A Trend or the New Standard? During the #B2Believe event in Stockholm by LinkedIn, a speculative point was raised: the emerging need to showcase AI savviness on CVs. Not in the sense of understanding how LLMs work, but as a skill in effective prompting. Working in marketing within IT-heavy industries, I couldn’t help but reflect. I conducted dozens of interviews for various roles over the last year, and I’ve yet to meet someone who isn’t using AI in some form. From copywriters checking the SEO keywords to UA or ASO managers handling vast amounts of data. I suggest, in some industries, being “AI-savvy” might still be an edge, but isn’t it a baseline skill now? Like being a competent PC user or familiar with the Microsoft Office interface was 10-15 years ago? I see it not as a nice-to-have but as a necessity, enabling professionals to free up time for creativity, which remains the most valuable currency. What’s your take? Is AI proficiency the new normal, or is it still an edge in your industry?

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Why doing a brand audit AFTER sales drop may be too little, too late? When, how, and why should your company do a brand audit? #BrandStrategy #ReBranding #BrandPositioning #JoanneZTan #10PlusBrand

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Kiitos, Suomi! Can I say I LOVE 💙 FINLAND 🇫🇮? I'm thrilled that #Chartable has just ranked The Innovation Storytellers Show as the #12 most popular #Management podcast in Finland! Big shout out to my Nordic listeners and a bigger thanks for liking, sharing, and subscribing! I'm always looking to for amazing F500 innovation leaders as guests on the show, so please recommend your favorite innovator as a guest on the show below! #innovationstorytelling #leadership #storytelling #podcast

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In case you missed it 👇 We just had another Norders LinkedIn Live with Ray Mollel: How to build an irresistible offer? The webinar can only be described as the most action-packed B2B webinar in Finland, and this time we went deep into building the world-famous Mafia Offer (and offer too good to be true) The webinar was a great success, and we noticed that the sales and marketing community is interested in: 💰 The Mafia Offer Framework and its nine parts: 1. Value 2. Specificity 3. Novelty 4. Risk Reversal 5. Scarcity 6. Rationale 7. Clarity 8. Pricing 9. Bonuses 💸 If you want to steal for free our Mafia Offer Tool Template and build your own winning offer, comment MAFIA here, and I'll DM it to you 🤘

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For brands to be successful, it’s important to balance internal and external perspectives, dare to speak up, be consumer centric and don’t green hush! But most importantly: if we want to earn value, we must create value, to create value, we must understand the consumer! Thank you ISPO for highlighting the importance of creating a consumer centric sustainability strategy! Looking forward to meet up in Munich in December 3-5 and continue this discussion 👏🙏💚 #ispo #ispomunich2024 #ispomunich #sustainability #consumer #insights Above The Clouds Communication

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🔥 CALLING ALL FUTURE LEGENDS! 🔥 Are you a young professional ready to dive into consumer goods and e-commerce? 💥 I'm looking for brilliant talented minds to learn from and brainstorm with. 🚀 At Scandinavian Biolabs, fresh ideas and bold moves are our lifeblood. I want to connect with you to: 🤝 Build killer networks together 💡 Exchange groundbreaking ideas 🌟 Understand even better what makes new talent tick 🌟 Spot and nurture top talent Here's the plan: 😎 Bi-monthly catch-ups: Exchange ideas, review your plans and see if we can connect each other with people 🤔 Ad-hoc sessions: When inspiration strikes or urgent topics pop up. No boardrooms or red-tape. Flexible to fit schedules. 🗣️⚡ If you’re in CPH, fantastic. If not, I still want to hear from you. 🌍 In university, and looking to learn more about consumer? Great! At your first job in finance, consulting, or similar? Also great! Something else and want to learn more about consumer? Amazing as well! DM me. Let’s connect. 💬✨ 🔗 Tag someone who needs to see this!

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Breaking the Silos: The Future of Marketing Departments The landscape of marketing is evolving rapidly, with an ever-increasing array of activities, channels, and content to manage. As a result, marketing teams have swelled with specialists, each focusing on their niche area. However, a recent report sheds light on a concerning trend: the majority of these teams operate in silos, hindering collaboration between specialists and generalists. This siloed approach leads to a disjointed focus, where each channel operates independently rather than contributing to the bigger picture. It's time for a paradigm shift. Instead of doubling down on platform-specific specialists, the new frontier calls for a more platform-independent approach. The key lies in collaboration across media and breaking down the barriers between channels. By fostering a culture of collaboration, marketing departments can harness the collective expertise of both specialists and generalists to drive comprehensive and cohesive strategies. The report suggests that this shift is not only necessary but also highly beneficial. A significant majority of respondents believe that marketing departments could operate more efficiently with improved collaboration. It's time to rethink our approach and embrace a future where collaboration reigns supreme. https://lnkd.in/dE3xhsvf

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Antidote #7 — Actually personalise. This is a recommendation card like a thousand others all around Finland: bookstore chain Suomalainen Kirjakauppa ask their staff to hand-write personal recommendations for their customers. This is charming. And charm always sells. It’s engaging and empathetic, too, and it actually means that there’s a company out there that encourages its staff to read for the sake of reading, since they themselves get to choose what they want to recommend. Brilliant! Conversely, automated digital drivel isn’t personal. On the contrary, it’s creepy, since it doesn’t try to make a connection, but instead taps into personal information often obtained by really rather shady means. Take a page out of the Finns’ book. Try to actually be personal on a human level.

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How much of the digital marketing spend goes to MarTech? More than you think. On average advertisers say they spend 20-30% on tech. But when comparing this to other sources of data, we find it is closer to 50% in Sweden (and other markets). The transaction cost for many is in reality around 100%. I think that makes your eyes water, doesn't it? We help companies understand what they are actually paying - and pay less. And we are filling up the calendar for 2025, so if you want our help, reach out and schedule a call.

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Want to know why average products usually outperform superior ones? We assume customers want the best. More often than not, they are happy with “good enough.” Many of us in marketing instinctively want to position our brands as best in class. While an admirable goal, this might actually be limiting your brand's growth potential. That’s because most customers aren't seeking "the best" – they're looking for solutions that are simply "good enough" for their needs. (They are perfectly content streaming the yule log on their TV instead of going through the hassle of lighting a real fire. Not nearly as good as the real thing but good enough to create a little bit of ambiance.) And that's all perfectly fine. While defining "the best" in your industry often comes down to clear metrics and benchmarks, understanding what constitutes "good enough" is far more nuanced and complex. The real challenge – and opportunity – lies in identifying that crucial threshold between "good enough" and "not good enough" for your specific audience. So ask yourself: ↳What's the minimum threshold for customer satisfaction? ↳Where exactly do we win or lose a customer? ↳What problem are we really solving? ↳Where are we over-engineering? The brands that can answer these questions are setting themselves for long term success. Because they know something powerful: Being the best doesn’t always make you better. Sometimes it means being exactly – and just enough of – what your customer needs.

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It's time for the final weekly wrap before my summer holiday! 🗞️ But don’t worry—my colleagues will keep you updated in the meantime, so you can stay in the loop by following Relevant Digital Oy. So, let’s dive into the curated ad tech news from week 27 aimed at digital publishers: 📊 Media Briefing: How the digital publishing industry has fared so far in 2024. Link: https://lnkd.in/d88iJHhd 🌍  IAB Europe’s Environmental Sustainability Glossary. Link: https://lnkd.in/dKxWf6tK 🎥 Instream Or Out? Why It’s So Hard To Accurately Label Video Inventory. Link: https://lnkd.in/dwMqrzRE 🍪 Digiday+ Research: Are cookie concerns, MFAs holding back publishers’ digital revenue? Link: https://lnkd.in/dtjUqtSD 🔍 After months of testing, Google faces growing pressure to revamp the Privacy Sandbox. Link: https://lnkd.in/daZ5pwRE ⚖️ Commission sends preliminary findings to Meta over its “Pay or Consent” model for breach of the Digital Markets Act. Link: https://lnkd.in/dSEzDxdW #weeklywrap #adtech #atechnews #digitalpublishing #mediabriefing #publishingtrends #thetradedesk #yahoo #videoads #instreamvideo #adinventory #digitalrevenue #cookies #mfas #privacysandbox #google #adprivacy #digitalmarketsact #privacyregulations #relevantdigital

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Weekends are meant for reflection and when we look back at how far we've come as The Mavericks when thinking of how we won our first ever mandate in the VC/PE landscape, to where we are now. Our journey with Oister Global is truly reflective of that. The Indian VC/PE landscape has been one of resilience, driven by innovation, supportive policies, and a growing appetite for entrepreneurship. As it continues to mature, we foresee PR and communications to continue playing a crucial role to get the story right. However, this power comes with a lot of responsibility of reading till you drop, asking the right questions and therefore putting two and two together. Because, it is ALL about context, context, context. We are only as good as the information we get and the research we do but if we don't have the a guiding light to tell us if we've gotten it right, you'd only be able to go the required distance. When you want to truly be a Maverick, you got to work towards building a relationship where you work it alongside them. Sneha and her team have been exactly that throughout this partnership! Now that you have all of the information, what do you really do with it? A plan is a plan is a plan until it takes off from the excel sheet and results in what you see below :) this is where a fantastic team that has the vision of what they want those desirable headlines to be and how they can bring it to life comes into play. #MakeCommitmentsMeetCommitments #VCPE #Communications #teamwork

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This is the most effective marketing strategy. Something that I’ve really started enjoying after joining Plecto. I have been working with marketing for 14 years. 6 years as head of marketing / CMO. The focus has often been on digital channels, attribution and tracking. Setting up the right ads and building brands. But never have I learned so much about our product market fit as now. Or our go-to-market fit. The change came when started visiting our biggest customers and best partners. They have insights that you’ll never see in any numbers. Things they won’t tell you in a NPS rating or survey. You have to be there. See the product. Learn from the pauses in their responses. Their confusion in their faces when showing parts of the platform. Taken that knowledge back to the marketing, sales and product team. Change stuff. Go out again.

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Being entertaining in communication has never been more important for brands. But at the same time, it has never been rarer. Entertaining advertising is almost endangered. It has become a niche. Instead, dull, boring and humourless have replaced it and become the norm. Meanwhile, Adam Morgan and Peter Field have just stated in their project - The cost of being dull - that the price is very high for companies not to be entertaining. Companies and brands lose an awful lot of money being boring. Especially in combination with looking like everyone else, compromising on most things (idea, craftsmanship, …) and being generally irrelevant in their advertising. Making sure no one gives a s**t. A recipe that more or less guarantees that no one cares about your communication. Or remember it. A bit strange as many people agree that it is (at least in theory) more important than ever to be distinct - have your own expression, be meaningful (relevant), dare to entertain and be uncompromising in what you do. There is a brutally simple solution. We (brands, marketers, agencies, …) need to get back to salesmanship and showmanship. As Dave Dye and Steve Harrison demonstrates in their new book – The Howard Gossage Show, and Paul Feldwick writes insightful about it his book – Why does the peddlar sing? Just like Volvo Trucks, Klarna, The Swedish Number or Diesel back in the days. To take a few Swedish examples. The future is in the past. In Gossage. Or Van Damme. Or Smoooth. Or in For Successful Living.

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"The most powerful element in advertising is the truth." -Bill Bernbach (possibly) In our new book "Viherpesutalous" and in an interview for the Finnish national broadcaster, Antti Isokangas and I talked about greenhushing (read the story in the comments). Greenhushing is the opposite of greenwashing. It refers to companies purposely staying quiet about their sustainability goals and actions for fear of being labeled greenwashers. Similarly, many companies in Finland are quiet about actions to increase workplace diversity and hire more foreign talent because of the fear that racist trolls will start haunting them. Greenhushing lowers the bar. If no one talks about the good things they are doing, competitors and consumers may assume that good things aren't happening. Fear of backlash should never be the driving force behind your business decisions. Often, the biggest problem with marketers is not greenwashing or greenhushing, but a lack of self-knowledge and low self-esteem. If you don’t know what you do well and don’t communicate it confidently, interestingly, and engagingly, no one else will either. #greenhushing #greenwashing #marketing #viherpesutalous

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