This year, Business Forum Ruka focused on artificial intelligence. Keynotes and discussions covered the basics of AI, ethical considerations, and perspectives on its development and safety. A panel discussion brought insights from media, the church, and political decision-making. The key takeaway from the day was that while AI can be a powerful tool, its use requires a clear ethical foundation and ongoing assessment.
The KASVA-karkelot event, themed "Dreams and Actions for Tomorrow," explored growth leadership and business success factors. Henna Väätäinen, KASVA Project Manager, and Sanna Leppänen from the CEO School opened the discussion by defining growth and growth leadership. The conversations emphasized the importance of self-awareness in both companies and their leaders. Businesses can grow in many ways – social and human capital bring well-being and meaning to operations, which may even reflect in financial results, even if growth is not measured strictly in euros.
Recognizing one's personality and self is key to developing professional expertise, leadership skills, and a strong work identity. Understanding people and practicing empathy helps entrepreneurs nurture growth from within the company. This does not mean that some entrepreneurs or employees are better than others – everyone is valuable and brings unique strengths. Self-knowledge can help transform individuals into professional experts and effective leaders.
In the early stages of a company, perseverance, belief in one's skills, and trust in oneself – despite doubts – are often required. However, when leading growth and managing a team, other qualities become more important. Collaboration both within the company and with customers and stakeholders is emphasized. Acknowledging and involving stakeholders during times of change leads to more thoughtful and likely more successful decisions than those made based on gut feeling alone. Planning and curiosity must be balanced in decision-making. Curiosity and a desire to experiment drive development, while planning brings clarity and direction to growth.
Futurist Elina Hiltunen guided participants in looking ahead. She focused particularly on the future of tourism in the Koillismaa region, examining megatrends and weak signals. The effects of climate change – such as rising temperatures and the challenge of organizing winter activities – were highlighted. However, new opportunities are also emerging, including the rise of land-based travel and a growing appreciation for clean environments.
Terms like "flight shame" and "wild cards" sparked thoughts about accessibility and unpredictability. As flight shame increases, travel by land may become more popular. As Southern Europe grows hotter, more people may travel north in search of cooler climates and cleaner air. On the other hand, warmer temperatures make it harder to guarantee snow-based activities, which threatens traditional winter tourism. To assess a region's future potential, it's essential to keep an eye on developments elsewhere in the world.
While no one can predict the future, as Elina Hiltunen said: “It’s important to anticipate the future, but also to be ready to create it. Facts combined with imagination help in this work.” Business advisors should help design desirable futures for their client companies—while also preparing for alternative, even undesirable, scenarios.
In a panel discussion, Sanna Leppänen, Elina Hiltunen, Janne-Juhani Haarma (Ruka-Kuusamo Tourism Association), and Marjo Määttä (Rukan Salonki) explored how science and emotion come together in future decision-making. While data-driven planning and analytics were seen as essential, emotional intelligence and a human-centered approach were also emphasized. Common understanding and shared facts emerge when data is collected and evaluated together.
Sometimes decisions based on facts and emotions may conflict. However, by integrating multiple perspectives, it’s possible to reach better outcomes. Self-awareness also plays a role in emotional decision-making. A more objective decision can be achieved by reviewing relevant information and considering different viewpoints. Evaluating sources and media literacy are important – even in choosing which journalistic principles to trust.
Naturpolis and the Ruka-Kuusamo area have a broad and active project landscape dedicated to the development of the region, its well-being, vitality, and its entrepreneurs. Projects make it possible to focus on developing specific areas, but collaboration between projects creates more value than the sum of their parts. By planning, organizing, and envisioning the future together, greater results can be achieved. For example, the soon-to-be-completed Business Kuusamo premises offer excellent opportunities for collaborative work.
To summarize the key takeaway from the events: collaboration is essential in the use of AI, in leadership, and in shaping the future. By evolving together, we can influence both positive and negative future scenarios—and create a future that reflects our values. Opportunities arise when people come together, act collectively, and work for the common good. In the business ecosystem, we must stay aware of potential changes in our region and work with our stakeholders to strengthen regional vitality. With strong trust, alignment, and willingness to compromise, we can shape the future – together.
About the KASVA Project
KASVA – Sustainable Growth for Micro and Small Enterprises through Regional Collaboration of RDI Actors and Business Services is a joint project involving low-threshold business support actors, entrepreneurs, researchers, and innovation facilitators across Northern Ostrobothnia. Its main goal is to promote sustainable growth, renewal, and resilience among local businesses while strengthening the vitality and attractiveness of the regions. The project is co-funded by the European Union and led by the University of Oulu. Other implementers include Centria University of Applied Sciences, Haapavesi–Siikalatva Region, Naturpolis Oy, Municipality of Liminka, Nivala–Haapajärvi Region NIHAK ry, Northern Ostrobothnia Entrepreneurs, and Utajärven Yrityspuisto Ltd., each managing a sub-project.
Text and Photo: Miia Oja, Business Developer, KASVA Project, Utajärven Yrityspuisto Ltd.
In Kerttu Saalasti Institute's blog we write about the topics of the Institute's research groups, micro entrepreneurship education and the Institute's general topics. The authors are researchers, experts and members of networks.
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