Sam Hardy-Linna was born and raised in England but has been at home in Finland since 2010. A home educated, never gone to university, tractor driver and corporate misfit with 20 years experience in learning by doing. He's done just about everything from washing tractors to leading internal startups. He's at his best when thinking out of the box and challenging the status quo.

While grinding through the corporate world he found a skill and a passion for understanding what makes up a brand, how that is connected to their strategy and how it must be visible in the culture for it even to stand a chance of showing up in the products and marketing.

Due to his farming background he's just at home fixing and building things in a workshop, as he is building a team and working a stage to sell one of the many ideas which comes into his head. And when he's not building brands, you can find him somewhere on a lake side in Central Finland thinking up dumb stuff to do.