Insights
Ride the crest of a wave of marketing communications. By reading our blog, you’ll get inspiration for marketing efforts and learn on the latest industry trends, and be the first to know about our popular events!
All Posts
September 15, 2026
What do Finnish leaders think about thought leadership?
In a recent panel discussion, three Finnish business leaders shared what building thought leadership looks like in practice. They discussed why nothing happens without executive support, why courage is a bigger hurdle than competence, and why a human personality always beats the official corporate voice.
May 13, 2026
Your team is already using AI. The question is whether it's strategic.
Most B2B marketing teams are using AI tools but lacking AI strategy. Here's why the gap between AI activity and AI impact is wider than most companies realise.
May 13, 2026
Your brand story is already there. The problem is how you're producing it.
Most B2B content fails because it lacks both a clear narrative and a production model to make it compound. Here's how storytelling and smart production work together.
May 13, 2026
Five reasons your employee advocacy program isn't working
Most B2B employee advocacy programs underdeliver. Here's why the training-first approach fails and what the five foundations of a lasting ambassador culture actually look like.
May 13, 2026
Thought leadership in Finland: what we found when we actually asked
Vapa and Iro Research surveyed 150 Finnish C-suite leaders on thought leadership. The findings are honest, sometimes uncomfortable, and worth reading if you lead B2B marketing.
March 27, 2026
When AI makes things up: 5 ways to fact-check AI-generated content
AI once told me that 15–20 percent of the facts it generates are incorrect. When I asked for a source, it admitted to making the number up entirely. This exact problem threatens the quality of content creation, but it is an easy one to solve.
November 24, 2025
When a ghost grabs the pen – why expertise needs a professional writer
A leader or expert has something to say but no time to write? Ghostwriting turns expertise into impactful content when time or writing skills aren’t enough.
April 17, 2025
The quality revolution is here – it’s relevance, not quantity, that counts
Artificial intelligence has revolutionised content production and led to an explosion in the volume of content. At the same time, another, even more significant change is taking place – the quality revolution.
September 16, 2026
When execution is easy, where does creative value come from?
Generative AI is making it faster and easier than ever to turn creative ideas into reality. At the same time, the value of creative work is shifting from execution towards the choices behind it: what is worth creating, why, and for whom? When the possibilities are nearly limitless, good judgment, human understanding, and the ability to ask the right questions become more important than ever.