The CFO who rediscovered the
person beneath the title.
Martti Nurminen
“Who am I, really?”
Back in 2017, Martti faced challenges many leaders recognise: overweight, too little exercise, sleeping issues, declining mental wellbeing. But the deeper challenge was more fundamental.
“Back then, I felt I had lost a significant part of my personal identity as a result of several years of intensive and demanding work. There really wasn’t any more Martti left there – just Martti the CFO, Martti the finance professional,” he recalls.
The journey to rediscovering his true self started with simple, yet powerful questions: “Who am I? What do I want in life? What makes me happy?”
watch the story
Watch Martti’s story
The journey of getting reconnected with who you really are.
Starting from the inside out.
“In the beginning, it was really important that we didn’t rush. Finding the right coach aligned with my values was particularly important,” Martti tells. Early conversations with his Hintsa coach centered around identity and core values.
Then came the practical work. His coach realised Martti loves rhythm. “Just wake up at the same time every day, no matter what’s on the agenda.” Small morning exercises followed. Simple changes that provided meaningful benefits fast – leading to gradually increasing demands.
More importantly, he built something lasting. “These routines and the fundamental discovery of who I am became my North Star,” Martti explains. “Because the foundation is so strong, you’ll be able to come back from it.”
Nearly a decade later, the foundation still holds. A quiet testament to the lasting impact of the Hintsa programme. “I’m not worried anymore about losing control – I know the foundation is so strong.” Today he’s a loving husband and a father, a son, a brother, a friend – living a life that at his lowest point felt out of reach.
Film & photos by Aki Huttunen / Optipari Oy
What’s your story?
Sustainable performance starts with knowing who you are. We help individuals build the foundation for long-term success. If you’re interested in individual coaching, please get in touch.

Paula Poukka
Business Development Director
+358 50 020 7038
paula.poukka@hintsa.com