The story of Finnish trolls. How do Finnish companies make international business and how to sell to Finland

The podcast explores strategies for global expansion, particularly for small to medium-sized companies, with Topi Paananen, CEO of the Finnish construction company Peikko Group, providing insights based on his experience growing the company internationally. A key element is the necessity of offering unique value beyond just lower prices and focusing on specific geographic areas rather than spreading resources too thinly. Paananen emphasizes the importance of in-person meetings for building trust, especially in the Finnish business culture, which values honesty, transparency, and keeping commitments. He advises Ukrainian exporters to act with intention, conduct thorough market research, and customize their approach to appeal to Finnish clients.