Sisu

A Finnish concept described as stoic determination, tenacity of purpose, grit, bravery, resilience, and hardiness. It is generally considered not to have a literal equivalent in English.

It is the willingness to commit in the face of uncertainty. To lean into the wind and embrace the potential for failure.

It represents the reality of entrepreneurship better than any other I have come across.

This is the juice that picks you up when you have your back against the wall, getting punched in the face by a gladiator. It’s the magic potion that keeps you going when everyone else calls you crazy. It’s the resolve to pursue a ridiculous course of action when the odds of success are minuscule.

It’s an idea worth contemplating.

Lucho Renolfi

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