Where the Magic Happens: Inside the NBF Leadership Program

Just a couple of months after riding the high of Nordic Business Forum 2024 and completing two rounds of interviews, I got the call. The kind of call that makes you jump out of your chair, and in my case, left a smile on my face that I couldn’t wipe off for hours. I had been selected as one of the Team Leaders for the next NBF Leadership Program. As a first-year student and just having worked my first NBF event, how was I already stepping into a leadership role? But that’s the magic of Nordic Business Forum: they don’t just look at what’s on paper, they look at who YOU are as a person, and your potential. The Leadership Program isn’t about being perfect. It’s about becoming the kind of leader who inspires others, grows through experience, and lives out NBF’s mission of empowering leaders to change the world, from the inside out.

In this article, my fellow Team Leader Dalaal and I, Charlotte, are taking you behind the scenes of our experience so far; why we joined the program, what it’s really been like stepping into leadership at NBF, and what we’re most excited (and maybe a little nervous) about for what’s still to come. We hope our reflections offer not just insight, but inspiration. Because if there’s one thing we’ve learned already, it’s that growth happens when you say yes, even if you don’t feel totally ready.

Written by: Charlotte Ryan & Dalaal Boutnine

Why We Joined

I joined the NBF Leadership Program because I saw it as a real opportunity for growth. I’ve had some leadership experience in the past, but this was the first role where I felt I could really grow into the kind of leader I aspire to be. After such a positive experience working at the 2024 event as a temporary customer service representative, where I truly felt seen and valued, I left feeling inspired. My Team Leader from last year’s event was encouraging, capable, and made it all look effortless. At first, I assumed the team leaders at the last event had years of experience, but I was amazed to learn that many of them had been in my shoes just one year earlier. Their belief in their teams and the way they spoke so highly of Salla Seppä and Marjo Haatainen, the incredible women who run the leadership program, made it clear: this was something special. I was curious, excited, and honored to even apply.

Much like Charlotte, I also joined this program after seeing how much the previous Team Leaders have learned and how much fun they had. I had briefly talked about joining with our Team Leader, who really encouraged me to do so. She shared some memories and reasons why she personally joined and how much she learned about herself during the process. I quickly realized that this program is an amazing opportunity to learn and grow as a leader in such a unique way.  Even though we didn’t know much about it, we were all excited to join the program and start learning together.

Our Experience So Far

The Leadership Program isn’t just about titles and responsibilities; it’s about real growth, connection, and learning. One of the most surprising moments came during a content session this spring, where Dalaal, I, and the other Team Leaders dove deep into what it means to lead with trust. It was in that moment, surrounded by like-minded people, reflecting on leadership with purpose, that it clicked: I’m actually ready for this. The program isn’t about having all the answers; it’s about equipping us with the tools, mindset, and support to figure things out and lead with confidence.

Of course, growth doesn’t come without challenges. There have been tough conversations and moments of discomfort. But what’s been truly powerful is how we’ve handled them: through open communication, mutual respect, and a genuine desire to build a stronger team. These hard moments didn’t break us, they brought us closer.

It has been such a relief to realize that we have built a safe and understanding environment where we can truly talk and discuss openly about our opinions. Even when we disagree.

One of the biggest highlights so far has been our trip to Jyväskylä, where we visited NBF’s headquarters and met several members of the core team, including one of the company’s founders. From working together during the day to bonding over pizza in the evening, we didn’t just feel like temporary trainees; we felt like part of the team. The core team welcomed us with warmth and sincerity, treating us as equals and engaging with genuine interest. It was one of those moments when you realize: this culture is different, and you’re lucky to be a part of it.

The culture of trust was something we established early on. At the start of the program, our team co-created a set of shared ground rules, things like “assume the best intentions” and “treat everyone with equal respect.” These weren’t just words on a slide. We’ve held ourselves accountable to those values throughout the journey, revisiting them when needed and reminding each other of the kind of space we want to uphold.

I have personally loved all of the team-building exercises that we have had during the course of this program, and I believe Charlotte would agree. It has been such a unique and fun way to learn. All of the different activities and conversations have been so insightful. Feeling like our team is connected is so important for it to function. It is one of the learnings that I intend to bring to my own team during the autumn.

A particularly exciting new element this Spring has been the introduction of the Social Media Ambassador role within the Leadership Program, which, lucky for us, we get to take part in! It’s been a refreshing experience to help shape the voice of the program from the inside out. The trust placed in us by the NBF marketing team says a lot about the culture here: they believe in us, they value our perspective, and they’re giving us space to share the behind-the-scenes experience as it unfolds. And that, in itself, is empowering.

What We’re Looking Forward To

As we look ahead to the main event in September, the anticipation is real. One of the things we’re most excited about is the opportunity to be role models for the incoming student team. Just one year ago, we were in their place, stepping into the world of Nordic Business Forum for the very first time, wide-eyed and curious. We vividly remember the impact last year’s team leaders had on us: calm, confident, inspiring. Now it’s our turn to be that example for someone else. To lead with integrity, energy, and empathy. That full-circle moment is something we both deeply cherish.

We’re also looking forward to stepping into new territory. This year, we’re leading functions we haven’t worked in before, which means learning something new, embracing unfamiliar challenges, and expanding our understanding of how the event comes together from different angles. That’s one of the best parts of this program: you’re constantly encouraged to grow beyond your comfort zone.

For Dalaal, this is the first real experience of leading a team. Getting to put into practice all of the tools that we have learned during the program is something I am looking forward to. One of my goals is to become the best possible leader I can be and it feels good to have the tools and to feel prepared for the autumn. It makes me feel like I can truly accomplish my goal.

Another milestone Dalaal and I are especially excited about is the recruitment process in August. I clearly remember sitting in a class last August, new to Haaga-Helia, when two team leaders in signature NBF orange scarves walked in to introduce the opportunity. That moment of inspiration, the ‘I want to do that’ feeling, was unforgettable… Now, we get to walk into that same room with the same spark, ready to ignite the excitement in someone else.

As for what we hope to bring to the team? We want to foster collaboration across functions, support each other through challenges, and contribute our unique energy and strengths, whether that’s positivity, organizational skills, or simply being there for each other. We’re ready to give it our all.

Lessons We’ll Carry With Us

This program has completely transformed how we see leadership. It’s not about having all the answers or leading from the front, it’s about listening deeply, lifting others up, and embracing the uncomfortable moments that push you to grow.

Real leadership lives in the courage to show up, stay open, and keep learning. We have learned how important trust is. Not only in each other as Team Leaders, or in our own teams, but also in ourselves. Truly believing that we have all the information and tools needed to be a good leader.

We’ve come to understand that leadership isn’t a destination, it’s a journey of becoming. It means being willing to evolve, to lead with both strength and vulnerability, and to support those around you as they grow too.

So whether you’re thinking of applying, attending the event, or just curious about what NBF’s leadership journey looks like behind the scenes, here’s what we know for sure: it’s not about being the most polished. It’s about having the will. Say yes, lean in, and lead with heart, because that’s where the real magic begins.