We combine daylight logic with nighttime creativity.
Today's challenges call for a new kind of strategic thinking that understands the world more deeply and broadly. We respond to this by speaking both the day language and the night language.
Day language is the language of business, analysis, and logic. It speaks of markets, numbers, models, and decision-making frameworks. Night language is the language of the humanities, the arts, and creativity. It understands meanings, emotions, culture, and things that can't easily be measured.
Daybreak speaks both fluently. When logic and creativity meet, opportunities emerge that others don't see, and a competitive advantage takes shape that others can't copy.
Our Services
We work as partners in transforming business, brands, offerings, and capabilities. The journey we take together is just as important as reaching the destination. It can begin in many places and take many forms.
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When: When growth has to come from somewhere new. When the numbers are in order but the story is missing. When market logic changes faster than strategy. When AI and technology change the fundamentals of business.
What: Adaptive growth strategy and vision work. Market and competitor analysis. Foresight and scenarios. The impact of AI and technology on the business model. Portfolio strategy. Internationalization plans. A winning position that the board stands behind and the organization recognizes as its own.
How: In the day language, we read the market, the numbers, competitive dynamics, and the shifts in technology and business logic. In the night language, we read people: why customers really choose, where culture is heading, and what the organization is able to believe about itself. Together, these produce a strategy and directions for growth that lead somewhere new and are hard to copy.
Business & Growth
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When: When a brand has to respond to change and grow into something new. When there's plenty of marketing but the position is unclear. When a product has taken off and needs a deeper meaning. When you want people to fall in love with the brand.
What: Brand strategy and positioning that stand the test of time. Brand-market fit: where market opportunity and brand credibility meet. A brand narrative that guides choices inside and out. Brand architecture and brand portfolio. Brand moves: concrete, testable actions that take the brand to market. Brand radar: continuous monitoring of culture and the market, with ongoing advice.
How: In the day language, we read the market, the logic of the category, growth figures, and the brand's role in the business. In the night language, we read the culture the brand lives in: the motives, meanings, and emotions behind people's choices. Together, these produce a brand strategy and narrative that stand out, stand the test of time, and are hard to copy.
Brand & Narrative
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When: When more of the same is no longer enough. When the development pipeline is full of improvements but none of them changes the game. When AI makes possible services no one has invented yet. When a good product is ready but the market hasn't found it yet.
What: Product, service, and offering strategy. New business models and value innovations. Concept development and commercial packaging of new products and services. AI-based service concepts. Go-to-market strategy. Commercial experiments and pilots that test ideas before the big investments.
How: In the day language, we build the logic of the new market, the business model, the revenue model, and the mechanisms of growth. In the night language, we look for new roles for the offering in people's everyday lives, new meanings that set it apart, and new ways to create value. This produces concepts that work both in spreadsheets and in people's lives.
Offerings & Innovation
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When: an When an organization has to step into something new. When thinking is stuck in old grooves and leaps toward the new feel risky. When strategies have been written but haven't changed everyday work. When the leadership team needs a shared way of thinking differently.
What: Coaching for leadership and teams in recognizing mental blocks and seeking out the shift zone instead of the comfort zone. Coaching for thriving at the leading edge, and change management programs. Strategy as practice: routines that keep strategy alive in everyday work. AI in strategy work: where machine intelligence sharpens thinking and where it flattens it.
How: In the day language, we take apart the structures of thinking: which models guide decisions and why old grooves keep their grip. In the night language, we open up new ones: we practice ways of seeing and creating differently. The ability to seek out the shift zone is no accident. It's a skill an organization can learn, and one that carries far beyond a single strategy process.
Skills & Coaching
Our Method
In strategy work, both humans and machines now fluently speak the day language of business and the night language of the humanities, just in different ways.
Humans do what machines can't.
In the day language, a human brings knowledge of real life, asks the right questions, reflects, and makes choices that have real consequences. In the night language, a human brings intuition, taste, and empathy: the ability to recognize what truly matters and to see things that don't yet exist. But a human without a machine remains a prisoner of their own experience.
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For example, warm data, in-depth interviews, and ethnography, which deepen customer understanding through emotions, motivations, and meanings.
Different futures and alternative directions forward, the kind that staring at yesterday's data won't reveal.
Reinterpreting AI and digital logics so that these technologies turn into customer value for tomorrow.
Machines reach where humans can't.
In the day language, AI reads more data, interprets markets faster, builds models, and runs through more scenarios and options than any single team could. In the night language, it sifts through cultural signals and currents, draws maps of meaning, and test-drives ideas before they go out into the world. But a machine without a human mostly produces averages.
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For example, mapping and modeling market dynamics and the logic of value creation.
Testing adaptive strategy options and growth systems so that insights sharpen through doing.
Sifting weak signals from thousands of sources and test-driving concepts with simulated audiences before they go to market.
Let's Get Going
Shift Mornings and Shift Sprints are the fastest ways to experience what happens when logic meets creativity and humans meet machines.
Shift Morning
Half a day with your leadership on the shift in your world and what it now demands. We look at the situation in the day language and the night language: what the market and the numbers tell us, what people and culture reveal, and what emerges in between. By the end of the morning, you'll know what's changing, what it means, and how to act.
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Business & Growth: A discussion with the leadership team about the new dynamics of growth and how AI and new logics of value creation are changing growth opportunities.
Brand & Narrative: A discussion with brand and marketing leadership about how the world of brands has changed and where next-generation growth opportunities lie.
Offerings & Innovation: Together with the product and development team, we'll explore what AI and new ways of creating value make possible in your category.
Skills & Coaching: A sparring session with the leadership team on the transition question or change challenge that matters most to the organization.
Shift Sprint
Two to four weeks, three phases. First, in the day language, we break the challenge into parts and read the current situation closely. Then, in the night language, we open up the thinking and look for the opportunities left in the shadows. Finally, the two ways of thinking intertwine, and the new interpretations are brought into everyday business. The result is a breakthrough: a map, a direction, and the first moves.
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Business & Growth: From identifying opportunities for new growth to defining implementation strategies. The end result is a growth roadmap and the key next steps.
Brand & Narrative: A dynamic position for the brand and a focus on growth. The end result is a brand roadmap and creative steps for implementation.
Offerings & Innovation: From opportunity to testable concept. The result is a packaged concept, a go-to-market hypothesis, and a plan for the first experiment.
Skills & Coaching: How an organization thinks and makes decisions, and how to break through bottlenecks. The end result is a capabilities map and a coaching program designed based on it, which takes the organization to new heights.
A new day? Let's talk about how.
When you need positive change or profound transformation, we’re the right partner. Our people embody a strategist’s analytical skills, a humanities scholar’s passion for life, and a creative approach to doing things differently. Our core team’s expertise is complemented by a network of experienced specialists.
Core Team
Piritta Koivisto
Strategy Lead, Co-founder
+358 40 726 9523
piritta@daybreak.works
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Piritta helps teams find growth and competitive edge through the shift, when they need a new direction, deeper insights, or a bolder way to stand out. At the heart of her work is turning market and customer understanding into value, innovations, and distinctive brands.
Piritta has developed strategies, services, and brands at creative agencies in Finland and London, as the founder of Finland's first customer insight agency, and in brand and sustainability work at Finnair.
Piritta holds a Bachelor of Social Sciences from the University of Helsinki. She has also studied art history in Paris and communications at the University of Groningen.
Outside work, you'll find Piritta on the football field, ice swimming, on forest trails, or at exhibitions.
Ville Tikka
Strategy Lead, Co-founder
+358 40 684 0656
ville@daybreak.works
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Ville works with leaders and teams to succeed through the shift and find their directions in the constant change of technology and culture. He combines foresight and the human sciences with strategic business development.
Ville has built strategies, business models, and concepts for international companies, and worked extensively with leading cultural, art, and museum organisations through their transformation.
He brings years of experience in strategic foresight, design, and innovation across the international tech field, from New York to Helsinki.
Ville holds a Master's in Psychology from the University of Turku, with a minor in Media Studies. He has also done doctoral studies at Aalto University's Media Lab.
In his free time, Ville hits the terrain park on his snowboard, writes about how strategy is changing, and runs strategic AI experiments.
Experts
Sebastian Jansson
Innovation & Growth Expert
+358 50 384 6644
sebastian@daybreak.works
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Sebastian helps companies identify moments of change, understand what drives them, and clarify the direction they should take. His work combines strategic thinking, design, branding, and business development. In particular, he focuses on the point where a company’s purpose, goals, and opportunities are transformed into a meaningful offering, a distinctive experience, and a profitable business.
Sebastian has developed products, services, brands, and business operations for growth-stage companies and larger organizations. His experience as a senior headhunter provides him with insight into companies, leadership, and the mindset of owners. He has also founded, built, and grown the design-driven Made by Choice into an international brand.
He has over 15 years of experience in design, branding, and business. Sebastian is an industrial designer and holds a Master of Arts degree from the Aalto University School of Arts, Design and Architecture. He has also studied at the Politecnico di Milano and ENSCI–Les Ateliers in Paris.
In his free time, you'll likely find Sebastian running toward his next marathon goal or getting excited about a new idea.
Petteri Lillberg
Transformation expert
+358 50 532 1077
petteri@daybreak.works
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Petteri has over 25 years of experience in driving business growth, branding, technology, and artificial intelligence, as well as in working with government agencies, universities, research projects, and the nonprofit sector. Petteri works seamlessly across borders and on an international scale, and he is the first Finnish speaker at the Cannes Lions International Festival of Creativity.
At Daybreak, Petteri is specifically responsible for Shift Training programs. Petteri helps develop individuals’ and communities’ curiosity, abilities, and practical skills needed to succeed at the forefront of change. We become active agents of change, reshaping the playing field rather than merely observing it, and we are encouraged to try new things without fear of failure. Petteri’s coaching sessions don’t just provide skills and tools for everyday life, they make a real difference.
Petteri is also a well-known non-fiction author, facilitator, speaker, and workshop leader who helps individuals and organizations direct their investments, energy, and time toward opportunities that yield the greatest return and impact. Petteri holds an M.Phil. from Cambridge.
In his free time, Petteri can usually be found in the world of gymnastics—whether cheering from the stands or serving as the event’s announcer. Rumor has it that Petteri also trains with the men’s competitive team.
Kirsi Mylly
Team Performance Expert
+358 50 532 1077
kirsi@daybreak.works
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Kirs has over 15 years of experience in executive coaching, during which she has worked with boards of directors, executive teams, and key teams to develop team dynamics and collaboration from a business perspective. Kirsi also has extensive experience as a Senior Advisor in conducting demanding performance evaluations and providing leadership coaching.
At Daybreak, Kirsi helps organizations and teams develop the ability to thrive during times of change and create new opportunities for growth. Through experiential coaching, teams challenge their limits, their ways of thinking, and their approaches to collaboration. The coaching guides teams to unlock growth, development, and new opportunities.
Kirsi holds a Master’s degree in psychology from the University of Turku; she is an internationally accredited Leadership Coach (ACC), and her expertise is complemented by studies in service design as well as courses in management and organization at the Turku School of Economics.
Away from work, Kirsi sails, loses herself in films and books, and teaches yoga.
