At Oslo Business Forum, Sanna Marin brought her unique perspective on leadership. Her insights into decision-making, crisis management, and overcoming normality bias offer powerful lessons—and can equip leaders with the courage—to navigate today's rapidly changing world.
Known for her adaptability, inclusivity, and innovative approach, Sanna shared valuable lessons from her time as the leader of Finland during crises such as the COVID-19 pandemic and Russia's invasion of Ukraine.
She believes that one of the traits of courageous leadership is the ability to revise decisions we have previously made. We must cultivate the ability and willingness to change our minds when we receive new information or the world around us changes radically. "At the beginning of the pandemic, we had to make decisions with incomplete information," she recalled. "When the situation changed, it was crucial to change our minds and update measures."
Russia's invasion of Ukraine was another instance that demanded swift, courageous decision-making. It was essential for Finland to understand that how the environment had changed required a shift in their country's strategies, too.
In both crises, Sanna noted that communication was essential to keep people involved and informed about the changes ahead. She took to proactively communicating, offering daily press conferences even when there was no new information to share. Communicating openly and honestly helped to assuage people's fear of uncertainty.
Sanna Marin held the distinguished honor of being one of the world's youngest serving prime ministers and Finland's youngest ever. Her insights are profoundly relevant for executives and decision-makers in a world where business landscapes are continuously evolving.
Normality Bias
"There is a term that describes my experience as prime minister quite accurately," said Sanna. "The normality bias."
The normality bias describes a human tendency to assume things will remain as they are despite warning signs of a disaster. It causes us to minimize potential risks, resulting in inadequate responses to change. We have a tendency to think that everything will remain as it is, and when we let this guide our decision-making, it leads to poor decisions and loss of time. "I believe most of us are still suffering from it," said Sanna. "Right now, we really cannot afford it."
Sanna noted ways in which normality bias continues to persist. In the context of the existing war in Europe, for example, it is biased to believe Putin won't attack other countries if he makes gains in Ukraine. It's also biased to think there's a low likelihood of another pandemic occurring when data tells us the likelihood is between 17-44%.
The normality bias is widespread in businesses, too. To avoid it, Sanna offered leaders critical advice: "My number one lesson in decision-making is to look at the world as it is, not as it used to be or as you would like it to be."
“Look at the world as it is, not as it used to be or as you would like it to be.”
She urged leaders to look at the information at hand without relying on their old assumptions. Acknowledge and accept uncertainty. Practice critical thinking and take bold decisions.
Following her remarks, Sanna responded to questions that shed additional light for leaders. The following is a summary of the topics she addressed:
Time Management: Sanna shared how she unexpectedly became prime minister and had little time to prepare. Her family's encouragement helped her make the decision, and she quickly had to navigate a series of crises, including the pandemic and Russia's invasion of Ukraine.
Facing Fear: Sanna emphasized that focusing on the mission, rather than yourself, can help you avoid the fear of failure. She urged leaders to prioritize what they believe needs to be done over their own fears.
Crisis Management: Sanna recalled the moment Russia invaded Ukraine and how that forced Finland's swift decision to join NATO. She emphasized that adapting strategies as new information emerges is crucial for effective crisis management.
Leaving Politics: Sanna explained her decision to step away from politics when her party lost the majority. She now seeks to continue her work on key issues like gender equality, human rights, and climate from a different platform and with more freedom to share her voice.
Best Leadership Advice: Sanna highlighted the importance of communication, especially during times of uncertainty. Even when there's nothing new to announce, open and transparent communication is key to maintaining trust and engagement.
Key Points
- Sanna Marin, Finland's youngest-ever prime minister and one of the world's youngest-serving leaders, shared valuable lessons from leading through crises and uncertainty.
- Her insights into decision-making, crisis management, and overcoming normality bias offer powerful lessons for leaders navigating today's complex and rapidly changing world.
- Leaders must be adaptable, especially in times of crisis. We must adjust our strategies and decision-making to reflect new information and realities when circumstances change rapidly.
- Leaders must accept uncertainty and practice critical thinking to make bold decisions, even with incomplete information.
- Normality bias is the tendency to assume things will remain the same despite warning signs. Sanna stressed the importance of recognizing this bias and making decisions based on current realities, not outdated assumptions.
- Open and honest communication is key to keeping people informed and involved in times of uncertainty.
- Sanna encouraged leaders to focus on the mission rather than fear of failure. By concentrating on what needs to be done, leaders can overcome self-doubt and confidently move forward.
Questions to Consider
- Reflect on whether you assess current situations based on reality or outdated assumptions. How can you ensure your decision-making accounts for normality bias?
- How do you communicate in times of crisis or uncertainty? Are you consistently engaging people with transparent and proactive communication?
- In rapid change, how do you adapt your strategies? Are you willing to revise decisions when new information becomes available?
- Do you allow pride or fear of failure to prevent you from changing course? How can you cultivate a mindset that embraces adaptability?
- How can you prepare your organization to react quickly and effectively when faced with unexpected challenges?
Invest in your leadership growth and sign up for Oslo Business Forum 2025 waiting list today. Headlining leadership visionary Simon Sinek, the 10th edition of OBF is set to be epic!
