SEVEN DEADLY SINS OF
Experiences of Jani Timonen and Markus Kitunen 2010-2013
5600 CHINESE FANS
FROM JOURNALISTS TO
WE SUPPORT YOU TO
ENTER THE CHINESE
12 400 FANS
FINLAND AND INDIA
WE MAKE CLEANTECH
FINLAND AND INDIA
TOP COUNTRIES: THE
USA AND THE UK
ALSO IN RUSSIAN
THE WEEKLY STORY IS AN ENGAGING LOWDOWN OF
WHAT’S GOING ON IN THE FINNISH CLEANTECH
SHARED TO TOP COMPANIES AND PARTNERS
RECEIVED BY OVER A THOUSAND PEOPLE, OF WHOM
MOST ARE DOMESTIC & INTERNATIONAL JOURNALISTS
PRIDE - YLPEYS
Don’t: Pride in social media means that you believe everything is going well enough so
that you can dictate what followers should like.
Do: Listen to people and you will notice what you lack.
Cleantech Finland: Quick growth in 2010-12 earned us increasing praises and enquiries
from similar foreign organizations. Curiosity is a mark of a want to copy and that you need
to react in the right way.
ENVY - KATEUS
Don’t: Envy means that you crawl into your own shell while imposing your message without
taking anyone into consideration.
Do: Sincerely support, help - and retweet - the organizations and people in your network to
grow and develop; in turn they will help you.
Cleantech Finland: Networking with companies, media, opinion leaders, researches and
decision makers takes time but rewards you with direct contacts.
WRATH - VIHA
Don’t: There are problems in the world, but problems will not go away by hating them and
by intimidating people with negative content, which is what many do.
Do: Foster positive attitudes by using your own style. Offer solutions.
Cleantech Finland: The solution-oriented messages coming across from our strategy and
website spreads in social media: We do not intimidate people.
SLOTH - LAISKUUS
Don’t: Sloth in social media means that you do overtly long and detailed plans without the
stamina to follow up on them.
Do: Have the courage to try, start and end new services and methods.
Cleantech Finland: The idea of “a digital sandbox” enables new ideas and testing while
boosting creativity which spreads into the main channels and other activities.
GREED - AHNEUS
Don’t: Greed means you try to take over too much social media space at once.
Do: Identify the core things and build everything around them. Take control of the core of
your business also in social media.
Cleantech Finland: Cleantech Finland wanted one word – cleantech – and did not get too
greedy because in the building phase being greedy will backfire on you.
GLUTTONY - YLENSYÖNTI
Don’t: Gluttony is the blind belief in the importance of a big following or continuous
spamming with posts. Quantity doesn’t count if the base is weak.
Do: Build your base in dialogue because dialogue is often better than a big follower number.
Cleantech Finland: In the beginning there was quantity, then came dialogue. You can
recover from gluttony.
LUST - HIMO
Don’t: Don’t lust for too many things, but know what you want.
Do: Choose one object of your lust. Enthusiasm spreads when you lust for only one thing.
Cleantech Finland: “The biggest cleantech community in the world.” Enthusiastic people
from all cleantech sectors gather to the same place and support each other.
1. Question your actions
2. Dare to help others
3. Say no to hate and intimidation
4. Have the energy to try out new things
5. Sharpen your tools
6. Dare to change your focus
7. Know what you are excited about