Martti Wallasvaara: A Life Built on Learning, Action, and Bold Decisions

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Life is all about learning—and the learning never really ends. While books can teach us theories, real-life experiences show us how things actually work. That’s the goal of H.W.W. Articles—to share stories that help people learn from real challenges and smart decisions. This article is about Martti Wallasvaara , a man whose journey proves that success is not about staying in one lane, but about staying curious, courageous, and committed.

• Meeting Martti

When I first met Martti, I could instantly tell he had leadership experience. He spoke with clarity and confidence. As someone who worked in strategy and leadership development, I’ve studied how great leaders make things happen. But sitting across from Martti, I could see that he doesn’t just talk about leadership—he lives it. I later requested an interview with him. Even though he was unwell at the time, he stayed in touch and later offered to meet at one of his project sites. He even offered me a ride. That small action showed how hands-on and thoughtful he is—even with a packed schedule.

• A Career Full of Bold Transitions

Martti has done many things in life, and he has taken strategic steps at every stage. His roles have included:

• Founder and CEO of Äänimaa Oy

• Producer and Artist at Seepra record label

• Co-founder of Bossa, a Brazilian restaurant

• City Council Member and Chairman at the Board of Auditors, City of Turku

• Producer at Frame Turku Helsinki

• Founder of Keino™ (Audience Engage)

These roles may sound different, but they all connect through a key idea: Martti is not afraid to take the first step. He’s always ready to explore new territory, even if he’s never done it before.

Martti began his career as a classical guitar teacher. This job taught him patience, focus, and how to bring out the best in others. But he didn’t stop there.

• Strategic move #1: Taking a Bank Loan to Start a Business

Martti saw a bigger opportunity and took out a bank loan to start his first company. This move was risky—but calculated. He believed that doing something imperfectly was better than doing nothing at all. Instead of waiting for the “right time,” he created it.

• Strategic move #2: Using Communication to Build Influence

He then worked in radio advertising, where he learned the power of messaging and branding. Martti used this experience to craft clear, engaging stories—not just in ads, but in how he later communicated as a business owner and public figure.

• Strategic move #3: Entering the Hospitality Industry

Starting a restaurant was a new field, but Martti treated it like a strategy game. He built a team, studied the market, and created a space that brought people together. For him, each business is like a new instrument—different to play, but still music.

• Choosing Experience Over Assumptions

At age 40, Martti made another big move—into politics. Not because he wanted power, but because he wanted to understand the system from within. He said, “I didn’t want to judge politicians without knowing what it’s like to be one”.

• Strategic move #4: Learning by Doing

This was a smart decision. Instead of criticizing from the sidelines, he chose to step in and learn. That’s what great leaders do—they don’t guess; they experience, reflect, and grow.

• Crisis Management During COVID-19

A prime example of Martti's strategic acumen emerged during the 2020 pandemic. At that juncture, his business had successfully secured one million euros in investments to empower a talented team to develop a service. However, just as the service was ready for launch, the sudden onset of COVID-19 brought everything to a standstill. The situation was a significant setback.

• Strategic move #5: Supporting the Team During Crisis

Instead of panicking, Martti focused on protecting people first. He worked closely with his tech teams to help them find jobs and stay afloat. While many business owners froze, Martti took action—and proved that real leadership is about people, not just profits.

This was a masterclass in adaptive leadership:

• He didn’t try to “wait out” the storm.

• He restructured, reassigned, and reassured his team.

• He helped others land on their feet, even if it meant temporary losses for himself.

• Rooted in Family Values

Martti also credits much of his mindset to his family. His father once told him: “Anyone can do anything.” That simple phrase has shaped Martti’s entire life. He also shared a childhood example where if a 10-year-old couldn’t fix a boat engine, it meant they didn’t yet understand the craft. That lesson stayed with him: if you do something, do it with full understanding and skill.

• His Secret? Embracing the Unknown

Martti’s real strength is that he’s not afraid to start something new. In fact, he enjoys it. He doesn’t need to have all the answers to take the first step. Whether in business, music, or politics, he believes every experience teaches you something. He also doesn’t follow a strict daily routine. Instead, he approaches each day based on what’s most important at the moment. This pragmatic approach keeps him flexible, responsive, and always ready to adapt when needed.

• Final Thoughts

Martti Wallasvaara’s life is proof that success isn’t about sticking to a single path.

It’s about:

• Being open to change

• Learning from every situation

• Taking smart, strategic steps

• And above all, being brave enough to begin—even when the road ahead is unclear

In a world where many people wait for the “perfect moment,” Martti reminds us that progress starts when we simply say: “Let’s try.” And that might just be the most powerful strategy of all.