TIINA ROOS

I am not working at all

I’ve been self-employed since 2012. What led me down this path was a simple desire to build something of my own. Growing up in an entrepreneurial family influenced me too, it planted the seed early on. The best part of entrepreneurship? Those moments when it doesn’t feel like work at all. I also draw strength from the wonderful circle of entrepreneurs around me, who continue to encourage and inspire me.

Of course, there are challenges. The hardest one for me is managing my own mind. It’s something I work on every day. I don’t always succeed, but I’ve learned that sometimes the wisest choice is to shift focus rather than push harder. I’m fortunate to have strong support at home. My family walks this journey with me and often sense exactly where I am. They give me endless encouragement and for that I am deeply grateful. On top of that, I’m surrounded by talented entrepreneurs who share their knowledge and help me move forward. Knowing I’m not alone keeps me going.

I’ve also found balance through personal growth. For the past three years, I’ve been in regular psychotherapy, and it has helped me grow tremendously as a person. Swimming and yoga are my go-to practices for maintaining mental wellbeing. And, of course, our little family trio makes sure that life is never only about work.

Most of all, I’ve learned that self-employed is a journey of becoming, it challenges, shapes, and inspires me every day. I may not know exactly what the future holds, but I move forward with courage, curiosity, and the certainty that growth is always possible.

My values

When I work, my actions are guided by my own values. They have been formed along my journey from everything I have learned and experienced. Joy in everyday life. I feel that joy and positivity are a combination that just falls off at some point in our adult journey. But it doesn’t have to be that way! A smile and laughter, I wouldn’t trade them! Honesty and courage are a pair that go hand in hand in my everyday life. That’s what I was raised to do. Respecting people comes from the idea that you never know what another person is carrying with them or from what perspective they view the world. Being present with each other is the greatest respect you can give another person – without forgetting yourself. Creativity is my fuel, which I dare to give permission to be on display. I also see it as openness towards the world.

My choice is responsibity

In everyday life, the word responsibility is everywhere. It has become a shared goal for all of us and a powerful force guiding how companies operate. Consumers increasingly make purchasing decisions based on how responsible a company’s actions are. Responsibility touches us all.

At times, though, it feels as if common sense has simply been “polished” and repackaged as part of a company’s world-saving strategy. Or perhaps we have grown disconnected from who we are and what kind of everyday life we should truly live—so much so that we now need reminders, a return to the basics. The reality is that our concern for the state of the world is genuine and shared. And the knowledge we already have is the key to building a more responsible future.

As an individual, I can make choices about how I work: how responsibly I build my business, who I choose to collaborate with, how I communicate, and how transparent I am. I can decide all of this and that is both my greatest privilege and my greatest strength. Responsibility is not defined by the size of a company, but by the attitude we take toward the world around us and our hope for a better tomorrow.

Small and agile companies can achieve a great deal. We can help turn this “trend” into the new normal. I believe that small businesses not only have the right but also the responsibility to act responsibly, and in doing so, we can create meaningful change. Because in the end, responsibility is not just a strategy, but a way of living and working that shapes a better future for everyone.