NBF 2025: New Normal in a Never Normal World- takeway “diamonds”💎

All my adult life, I’ve been an explorer, achiever, and researcher with this constant “itch” to climb new mountains. People often ask me: “How do you do it? Where do you find the energy? Are you crazy?” At NBF, I realized — OMG, this is it: being myself is the new normal in a Never Normal World. 😛

Walking into NBF felt less like a business conference and more like stepping onto a rollercoaster powered by ideas. One moment you’re scribbling furious notes, the next you’re laughing at a zombie joke, and five minutes later you’re staring into space, asking yourself: “Wait, am I playing a finite game or an infinite one?”

Thank you, NBF, for an absolutely amazing event. I’ve never experienced such warm hospitality at a conference — every little detail and every interaction made it special. I call it a class reunion — in the best sense of the word. Because that’s exactly how it felt: people smiled like old classmates, everyone struck up warm conversations with strangers while waiting in the coffee or food lines, and the atmosphere was genuinely welcoming.

Honestly, I’ve never seen a conference where every single member of the organizing team lit up with joy just to see you. Priit Liiv— what’s the secret recipe? Because I truly felt like the center of the universe. Three years of following online was great, but being there in person… beyond words. As a program manager for the Äripäev Leadership Conference Coaching 2026 Tension, I got lots of inspiration! Now I am saying to myself, “No pressure, Jaanika, but…”

The lineup of speakers was incredible. My notebook is full of notes and reflections. I’ve long been a big fan of Simon Sinek, and he exceeded even my high expectations. But two speakers inspired me on a whole new level — Peter Hinssen and Diana Kander! They’ve become my new role models for what it means to truly captivate an audience on stage. Facts, cool examples, intrigue, engaging storytelling, striking visuals, powerful personalities — they made me dream of one day standing on the NBF stage myself. It’s now written in bold on my vision board with a thick line under it. That mountain will be mine to climb! ⛰️🤩

Here are some of my takeaway “diamonds”💎💎💎:

1. Change Isn’t the Exception – It’s the Climate 🌪️

Peter Hinssen set the tone with his now-famous line: “We don’t live in a new normal. We live in Never Normal.” Change used to unfold over decades; now it happens between two app updates. The real danger? Getting stuck in what Hinssen calls “yesterwork”—clinging to yesterday’s tools and logic while tomorrow speeds right past you.

👉 Takeaway: Stop polishing yesterday’s playbook. Start experimenting with tomorrow’s.

👉 “SOY”: Shit Of Yesterday- do not touch this! The hands start smell badly!

2. Kill the Zombies 🧟

Diana Kander won the comedy award of the day with her rant on “zombie projects” — the meetings, processes, and initiatives that refuse to die but deliver zero value. And 12 points go for storytelling about the Snoop Dog and Vanilla Ice story! She challenged us to swap our to-do list for a do-with list: stop asking only “How can I?” and start asking “Who can help?”Her rallying cry stuck with me: “Never goal alone.”

👉 Pro tip: Check your calendar. If a recurring meeting doesn’t spark joy OR results — it’s a zombie. Kill it.

4. Culture With a Soul, Not Just a Slide Deck 💛

Sukhinder Singh Cassidy reminded us that culture doesn’t evolve in boardrooms. It shifts in the tiny, everyday behaviors at the edges — with frontline employees, customers, and yes, even the “constructive complainers” who point out what’s broken.

Gianpiero Petriglieri added: “Learning is the new loyalty.” People don’t stay because of a paycheck. They stay where they grow, belong, and feel seen.

👉 Humorous truth: Your most valuable people might sound like critics… but really, they’re offering free consultancy.

5. The Best Leaders are the Best Humans 🫶

Angela Ahrendts gave everyone goosebumps with her line: “The best leaders are the best humans.” She compared century-old companies to old houses — you can’t just keep adding extensions. At some point, you have to decide what to let go of to make space for the next generation.

Simon Sinek doubled down with his Infinite Game reminder: business is not about “winning.” There’s no finish line. If your team doesn’t want to play next season, what exactly are you winning?

👉 Note to self: Authenticity, empathy, and even vulnerability aren’t soft skills. They’re competitive advantages.

My Other Reflections 🌟

Nordic Business Forum tied everything together into one simple, challenging truth: the future belongs to leaders who learn, adapt, and stay deeply human.

·       Consistency and learning are the foundation of new skills.

·       Kill the zombies before they eat your culture.

·       Build cultures that live in daily behaviors, not PowerPoint decks.

·       Make collaboration laughably simple.

·       Slow down to speed up.

·       Be a leader who is first and foremost… a human.

·       An infinite mindset builds companies that endure.

Final Thought 🎤

💛 “If you are always trying to be normal, you will never know how amazing you can be.” Maya Angelou

Thank you NBF team- see you in September 2026!

Jaanika Rannula, leadership & team coach, wannabe speaker at NBF 🤩 www.upwise.ee