My first Nordic Business Forum experience: surprising, refreshing, and totally unexpected

Last week, I had the chance to attend the Nordic Business Forum (NBF) for the first time. To be honest, I had never really given the event much thought. I knew it existed, but that was the extent of my awareness. I walked in with no real expectations but decided to keep an open mind and explore everything with curiosity. Here’s what I observed, both about myself and the event.

The warmest welcome I've ever experienced

The first thing that hit me, quite literally from the moment I arrived at the massive Helsinki Fair Centre, was the incredible number of staff. From the entryway to ticket gates, all the way through security to the exhibition hall, I was greeted by tens of staff members. And not just any staff—they all smiled, looked me directly in the eyes, and greeted me with genuine warmth. I’ve attended many conferences, but I’ve never seen such an investment in making attendees feel welcome. It immediately set a positive tone for what was to come.

First impressions: tech conference vibes?

As I walked into the main hall, I couldn’t help but notice the crowd. Groups of men, mostly white, aged 30-40, wearing smart jackets with jeans or khakis and, of course, colorful socks. “Here we go,” I thought. Another tech conference. My initial annoyance crept in as I took my seat, bracing myself for a typical, cookie-cutter experience.

But then something unexpected happened.

While I was waiting for the opening keynote, I noticed music playing—some violin pieces in the background. For a moment, I thought, "Wouldn’t it be amazing if an actual string orchestra played at events like this instead of just recorded background music?" And my wish was granted! A live band appeared and performed throughout the entire event. No pre-recorded tracks. Everything was live. I absolutely loved this unexpected and artistic touch.

As show like no other

The surprises didn’t end there. As the day unfolded, I realized this wasn’t your standard business event. The talks were incredibly engaging, filled with insights that were both inspiring and challenging. The event organizers had taken extra steps to interweave musical performances between the sessions, which kept the energy high and the atmosphere fresh. The professionalism of the entire show left me in awe. It felt like attending a well-crafted production rather than a typical business forum.

Keynotes that carried the day

At the core of the event were the keynote speakers, who brought their A-game. Their topics were relevant, forward-thinking, and carried by their distinct personalities. But NBF wasn’t just about the speakers; every detail seemed carefully thought out. Whether it was the range of food options available all day or the numerous spaces to sit, work, or simply relax, it was clear the organizers knew what they were doing.

Size matters—and so does purpose

One thing that struck me was the scale of the event. It was big, but not too big. Just the right size to create a sense of excitement without being overwhelmed. Everything seemed to work seamlessly for its purpose. I sincerely hope the organizers maintain this balance in the future because it felt like the perfect size for both networking and learning.

What was missing?

As much as I enjoyed the event, there was one thing I felt could have elevated the experience even further: more innovative and inspirational exhibitors. I would have loved to see organizations showcasing breakthrough ideas, especially around sustainability and new ways of building business partnerships. In a world where innovation and environmental responsibility are more important than ever, it would have been refreshing to see these themes take center stage.

Final thoughts and key take aways

In the end, my initial assumptions about the Nordic Business Forum couldn’t have been more wrong. What I expected to be a standard tech-heavy conference turned out to be an inspiring, well-organized event with unique, thoughtful touches throughout. From the live music to the engaging speakers, it was clear that NBF is more than just a forum—it’s an experience.

And my key take aways from the keynotes:

• There are givers and takers in every organization. Build a team that embraces givers and build a habit for them to ask for help.
• Instead of asking feedback, ask for advice
• Leaders have different types of intentions with positive aim, but they can have very negative impact on people working with the leader. (Idea fountain, rescuer, pacesetter, rapid responder, perfectionist.)
• Customers expect easy to understand, feel good and predictable service.
• 95/5 rule: 5% of individuals exploit when there is opportunity, 95% do not. Build your customer experience serving these 95% instead of focusing on managing the risk with the 5% (example: coat hangers in hotel rooms)
• Ask questions that cannot be answered with only yes/no. (2 words: how are you doing)
• Listen to understand, not to respond