But SOL does not compete in any of these glamorous businesses. In Finland, and increasingly across Europe, SOL isn't just a company. It's an icon of what it takes to win in the new world of business. SOL's competitive formula has five key ingredients. Hard work has to be fun.
Few people dream about becoming a cleaner.
But that doesn't mean cleaners can't find satisfaction in their work. The keys to satisfaction, Joronen believes, are fun and individual freedom. SOL's logo, a yellow happy face, is plastered on everything from her blazer to the company's stationery to its most important budget reports. Freedom means abolishing all the rules and regulations of conventional corporate life. There are no titles or secretaries at SOL, no individual offices or set working hours.