Antti Sippola is a Senior Vice President at SOK Group- a retailing cooperative organisation operating in FInland Estonia Latvia Lithuania and Russia.

In this interview Antti discusses how-The customers are driving the change in the business- since they know, value and demand information.

The young, digital generation, both as customers and employees, are speeding up this change. When “the old guys” are still analyzing the situation the youngsters have already conducted the analysis from multiple points of view and are seeking the solutions from wherever they can find them. – NO Fear Culture. They expect a leader who is capable of real dialogues and is easily available  online and offline.

When entering the new markets, in our case the Baltic countries and Russia, you need adaptability. The only way to understand the MARKET is to GO THERE and BE HUMBLED, do not hurry too much, have the patience to stop and listen – read the market.

Chinese(non YouTube) Version: http://v.youku.com/v_show/id_XMzAyNDI4NDUy.html