Growth Meetup Oulu: choose growth over cost savings

HTGP’s Growth Meetup brought together over 30 business leaders in Oulu to discuss growth, technology, and leadership. The conversation didn’t stop at the stage – it continued beyond the event.

One idea connected all the talks: growth is a decision – and then it comes down to execution.

Zach Shelby: don’t aim for 10% savings, aim for 10x growth

Serial entrepreneur Zach Shelby looks at Finnish companies through an American lens. The AI pioneer, who recently sold Edge Impulse to Qualcomm, took the discussion straight to the point: Finnish companies are looking at AI from the wrong angle.

According to Shelby, AI in Finland is too often seen as a cost-cutting tool. In the US, the same technology is used to drive growth. The difference is visible in the results.

“If you use AI to save 10%, you get 10%. If you use it to grow your business, you can multiply your business.”

Shelby highlighted the scale of the shift: AI-first companies are growing up to 2.5 times faster, and knowledge work productivity can increase by up to 40%. This is not theory – it’s already happening today.

His message was clear: AI is not an IT project, it’s a core business decision. Every company should have clear ownership of AI – and the goal is not savings, but growth.

Aki Soudunsaari: growth is a mindset, funding is a tool

Springvest CEO Aki Soudunsaari brought another perspective: growth doesn’t happen without capital – but even less without ambition.

Springvest connects Finnish growth companies with investors, giving access to private market opportunities and building a bridge between capital and companies.

Soudunsaari’s first point was about mindset. Finland has capital, talent, and technology – but they are not actively directed towards growth. Hundreds of billions of euros are sitting idle, and only a small share flows into growth companies. The issue is not a lack of resources, but how they are directed.

He emphasized that growth is ultimately a leadership and ownership question. Companies that grow believe in growth first.

The second key insight was about funding. Too often it is seen as the goal, when in reality it is just a tool. Funding alone doesn’t make a company successful, but it enables faster moves.

His advice was practical:

“Build funding as a whole, not as separate rounds. Use available instruments, support, and expertise in a systematic way.”

And perhaps most importantly:

“Tell a story. Growth needs a direction that people want to believe in and be part of.”

Petri Toljamo: growth comes from disciplined execution

Bittium CEO Petri Toljamo brought a concrete example of what growth looks like in practice.

His first observation was clear: too few companies truly want to grow. Only a small number aim for strong growth – and it shows in the results. As Toljamo put it: if you don’t want to grow, you won’t.

At Bittium, the direction was changed deliberately. The focus shifted from cost control to growth, international expansion, and building market position. That required clear choices: where to play, what to build in-house, and where to partner.

He also highlighted a common challenge in strategy:

“67% of strategies fail in execution. Growth comes from how strategy is turned into daily actions.”

At Bittium, this meant raising ambition, building international references, and leading systematically.

His third key point was focus. You can’t do everything. You need to choose the battles that matter – and commit fully.

Toljamo also emphasized culture. Growth is not a one-off project, but a way of operating: set high standards, make goals visible, reward success, keep the pace high, and stay close to the customer. When these are in place, growth doesn’t stay just talk – it shows in results.