I have spent almost twenty years on the commercial side of good work: sustainable fashion and lifestyle, green technology, and the international business development that connects the two to their markets.
Three sides of the table
Most people who advise on sales have only ever sold. I have also bought. I have worked as a distributor deciding which brands to carry, as an agent deciding which ones to fight for, and for over a decade as a retailer deciding what earns its place on the floor and what goes on sale in March.
I ran a luxury eco fashion concept in Helsinki through the years when sustainability was still a niche rather than a requirement. That experience is why I am impatient with vague value and generous with the people who have real value but struggle to say it. I know what a buyer hears when a pitch is unclear, because I have sat there.
From products to expertise
In 2021 I founded Moxworld to help green technology ventures bring their innovations to market. The work taught me something I now see everywhere: expertise built over years is harder to sell than any product, because its value stays implicit to the person who holds it.
Coaches, consultants, boutique firms, and founders with a story worth telling face the same wall as a materials scientist with a patent. They are close to the work, and the work does not speak for itself.
Today I work with both, under two names. Moxworld for sustainable technology companies; this practice for the independent professionals and purpose-driven businesses of Finland and the Nordics. I work remotely, from wherever I am, which suits clients who value focused work over frequent meetings.
What I believe
Sales, done well, is translation: taking work that matters and putting it into words and terms the right people can recognise, understand, and act on. When that translation is missing, valuable work goes unused and the problems it could have solved stay where they are. That cost is what keeps me interested.
