I combine strong expertise in sustainable development and change management with a deep understanding of business, strategy, and leadership.
With over 25 years of experience across various organisations, roles, and industries, I have witnessed both growth and its challenges from leadership positions, giving me a realistic perspective on everyday business realities. I am well-versed in board work and have extensive experience collaborating with business owners and investors. As a highly regarded coach, I am often praised for my ability to challenge outdated thinking models.
I am known for my ability to grasp the bigger picture and my action-oriented approach. My core expertise lies in building a strong foundation for growth, supporting responsible leadership, and inspiring businesses to unlock the potential of sustainability.
Additionally, I work as a personal coach and mentor, offering research-based and experience-driven guidance for meaningful transformation.
Said about me
”Your presence is genuine, and you collaborated with us with a curious and open mindset. You held the space for us while simultaneously managing to stay in the background. You were always extremely well-prepared.”
“This was absolutely fantastic, Michaela! You captured the essence of a complex topic clearly and concisely. Excellent professionalism and analytical skills!”
“Michaela’s positive approach, efficiency, and commitment to sustainability have made a strong impression on our entire team.”
“In your inspiring presentation, you effectively highlighted the long-term benefits of sustainability. You provided concrete ideas for business development.”
This is how I think
My passions lie in change, good leadership, societal impact, and collaboration. I am driven by the understanding that merely reducing harm is not enough – we must fundamentally regenerate organisations and society as a whole.
My eyes start to spark when I see real-world needs being integrated with an organisation’s long-term sustainable and successful operations.
The name of my company stems from a simple yet powerful belief: we should ask “WHY” far more often.
My way of working
Let’s learn together and collaborate
My education and experience
I have complemented my law degree with an Executive MBA from Henley Business School. Additionally, I am a team and individual coach, trained by Henley Business School.
I have had the privilege of learning from renowned experts, including:
Professor Peter Hawkins (Henley Business School) – a thought leader in systemic team coaching
Ben Haggard (Regenesis Institute) – a pioneer in regenerative development
Leading European experts on regenerative practice – Leen Gorissen, Nuno Da Silva, Constança Belchior, Giles Hutchins, and Laura Storm
Professor Otto Scharmer (MIT) – a key advocate of systems thinking
I work fluently in Finnish, Swedish, and English.
You can find more details about my background and experience at LinkedIn.
Experience
WhyCo Oy
2017-
entrepreneur
Baltic Sea Action Group
(Foundation for a Living Baltic Sea)
- CEO, 2019-2022
- senior expert, corporate collaboration, 2022-2023 (part-time)
- director, corporate collaboration, 2019
Adven Group Oy
2014-2017
- general counsel (incl. corporate responsibility, risk management, insurance)
- member of the executive team, board secretary
The Federation of Finnish Technology Industries
2009-2014
- senior expert, industrial policy
- member of extended executive team
Castrén & Snellman Attorneys
1999-2009
attorney at law
Education and positions of trust
Aalto University Executive Education
Diploma in responsible business
Henley Business School
Executive MBA
Professional Certificate in Executive Coaching
Professional Certificate in Team and Systemic Coaching
Regensis Institute
The Regenerative Practitioner
Sitra, the Finnish Innovation Fund
Leadership training for sustainable economic policy
Helsinki University
Master of Laws
Positions of trust
The Finnish Chambers of Commerce, member of sustainability board
The Finnish Venture Capital Association, member of ESG working group
STN ForTran research program (Forests in systemic transition), member of steering group
The foundation Sparbanksstiftelsen Esbo-Grankulla, board member
Henley Alumni Association, chairman of the board
The Mattliden Comprehensive School, chairman of the school board
“The most effective way to create change is not by encouraging more and more actions but by building the thinking capabilities that enable discernment about which actions to take.”
Sanford & Haggard
My story
In June 2002, I was walking alone through the streets of Oslo when I stumbled upon Yann Arthus-Bertrand’s photography exhibition, Earth from the Air. The exhibition showcased aerial images from around the world – breathtaking landscapes, human-altered environments, poverty, and wealth. The photographs delivered a powerful message about the world we live in: a planet where population growth, environmental degradation, soil and ocean pollution, climate change, water scarcity, and global inequality are pressing issues. Yet, at the same time, this world is full of beauty and wonder – it is our home.
From that moment on, I felt a deep personal responsibility to contribute to a more sustainable world, and I have sought to integrate this perspective into my work. I started in the corporate world and have since expanded my focus to collaborating with a broader range of societal actors.
Curiosity as a Guiding Star
As a lawyer, I became interested in competition law. My years as an attorney at Castrén & Snellman were a true market economy crash course, allowing me to work at the intersection of business, society, and politics. Handling mergers and acquisitions and contracts opened my eyes to business strategies.
Working at the Technology Industries of Finland gave me a deep dive into public policy and society. I gained first-hand insight into political decision-making and the role of businesses in shaping society. This was when my passion for sustainability and responsible business truly ignited.
A Shift to Sustainability
My time as an executive at the energy company Adven became a leadership masterclass. Being part of the company’s rapid growth and evolution under private equity ownership was fascinating. During these years, I learned more than ever before and witnessed the energy transition and the move away from fossil fuels up close.
I took the leap into entrepreneurship when I felt I had the courage to spread my wings. Becoming an entrepreneur was my ultimate test of bravery, and building a business around sustainability from scratch was a deeply rewarding experience.
I completed the Responsible Business program at Aalto University Executive Education, which helped me understand the multiple dimensions of sustainability. My Executive MBA from Henley Business School then provided invaluable leadership and self-awareness tools.
Working with the Baltic Sea Action Group became my school of systemic change and NGO leadership. I learned from experienced pioneers how to build bridges and common ground in sustainability, even when interests seemed initially conflicting. As the foundation’s CEO, I applied my leadership skills to more than doubling the organisation’s size – all while navigating the challenges of the COVID-19 pandemic.
Returning to Entrepreneurship
In 2022, I returned to entrepreneurship, determined to synthesize everything I had learned. I have followed how sustainability develop for over 20 years. For a long time, it felt like something was missing from our thinking, and progress was slow and small-scale. However, in recent years, I have seen a shift in mindsets and the early stages of a sustainability transformation, even though regulatory challenges still complicate the landscape.
I want to be a catalyst for this transformation, and I believe my diverse background gives me a unique ability to contribute meaningfully.
Since collaboration and knowledge-sharing drive change, WhyCo is a member of the Finnish Venture Capital Association and FIBS (Finland’s leading corporate responsibility network). In 2023-2024, WhyCo was a FIBS Partner with a focus on regenerative business and systems thinking, and our collaboration with FIBS continues into 2025. In 2025, I am also an agent member at Puistokatu 4.
