Last week in Salo, Finland, the Electrify Your Business event showcased more than machines and technology — it revealed the strategic importance of electrification in shaping the future of business, innovation, and marketing.
The evening Get Together at Hotel Rikala set the stage. With Jamie Hyneman’s e-superbike project beaming in virtually from the Jamie Hyneman Center, it reminded us that electrification is not just a technical shift, but also a narrative opportunity. When you have a cultural figure like Jamie linking innovation to a Finnish-built motorcycle, you’re not just selling a product — you’re telling a story that resonates globally.
The following day at the Salo IoT Campus, the Summit highlighted how electrification is cutting across industries:
Forestry with Ponsse’s hybrid machines,
Logistics with Posti’s truck conversions,
Heavy transport with the Mercedes eActros 600, and
Energy independence with Rebelvolt’s e-Generator.
Each solution underscored that electrification is not only about sustainability, but also about competitiveness.
From a marketing strategy perspective, the takeaway is clear: the companies that will lead in this transition are the ones that can link their technological advancements to larger narratives — climate leadership, business growth, and global relevance. Electrification is both an engineering challenge and a storytelling challenge.
At AM Strategic, this is where we see our role. Whether it’s shaping brand strategy for firms entering new markets, or helping innovation-driven businesses translate technical complexity into compelling communication, the principle remains the same: innovation only drives impact when it’s understood, trusted, and embraced.
The atmosphere at Salo proved that electrification is more than the future — it is the present. The partnerships formed, the stories shared, and the strategies emerging will define not only how Finland advances, but how it positions itself on the global stage.
For me, Electrify Your Business wasn’t just about observing technology; it was about recognising that marketing is the bridge between innovation and adoption. And that bridge will determine how fast — and how far — we go.