Stefan Wallin, Reputation and Trust Analytics’ new advisory partner: “As a politician, I was completely dependent on both reputation and trust, and so is every single company”

Stefan Wallin joined Reputation and Trust Analytics as an advisory partner in October. In this article, he introduces himself and shares his thoughts on reputation and trust.

Hi Stefan! Who are you and where are you from?

I’m Stefan Wallin, the son of a bookseller and museum guide from Vaasa, and a former politician who’s trying to move on.

Today, I draw on the expertise and networks I have built up over my 20-year political career to serve in various roles as an entrepreneur: as an advisor, speaker, and researcher. I also serve on boards.

In my current roles, I also draw on my background in journalism. Before entering politics, I worked as a summer reporter for a newspaper for several summers, and during a roughly five-year hiatus from politics, I worked as a full-time journalist—and for a time also as editor-in-chief—at Finland’s oldest newspaper, Åbo Underrättelser.

As a journalist, I learned to identify key points from large amounts of data and focus on what’s essential. This was undoubtedly useful in politics as well.

Could you tell us a little more about your political career?

I spent 20 years in politics in various roles: as a special advisor, state secretary, and finally as a minister in four different governments. I served as Minister of the Environment, Minister for Nordic Cooperation, Minister of Culture and Sport, Minister of Equality, and finally as Minister of Defense.

I served as a Member of Parliament representing the Southwest Finland constituency for a total of 12 years, and during that time I served as Chair of the Committee for the Future and as Chair of the Swedish People’s Party’s parliamentary group. In addition, I served as the party leader of the Swedish People’s Party for six years.

Politics is quite an exhausting field, but you only realize this in hindsight. When you’re in government for six years straight, you get used to a routine where you work from morning to night every day. It’s not sensible, but you only realize that afterward.

I still wouldn’t trade a single day for anything. It was a unique experience to be involved in national politics, and in so many different areas at that.

However, I believe that ministerial-level positions are not privileges earned, but positions entrusted to us by the people, by the voters. These portfolios are not meant to be permanent posts, and they cannot become a way of life. Work in politics is done well, and then someone else takes over.

These days, I make sure my schedule is packed and try to avoid getting caught up in the rat race. Been there, done that.

How did you end up collaborating with Reputation and Trust Analytics?

I have seen the strengths of the Trust & Reputation model as a management tool during my time on Yle’s board; the model is used there, and reputation metrics and strategies for building trust are regularly reviewed.

When Harri Leinikka asked me last spring if I would participate in a panel discussion on NATO’s trust in the Nordic countries at Almedalen, I agreed immediately. Building and fostering trust is something that interests me at the Nordic level as well. Furthermore, I sensed that there might be some new and interesting challenges on the horizon.

And so I took part in the panel discussion on Reputation and Trust Analytics’ beautiful ship. During the conversation, it naturally came up that it would be nice to continue this budding collaboration.

As autumn arrived, I continued my discussions with Harri and concluded that collaborating with Reputation and Trust Analytics fits quite well with my current role as an entrepreneur. Working as an advisor, I can leverage my networks, and I also bring to Reputation and Trust Analytics the perspective I’ve gained from everything I’ve learned along the way.

What made you decide to bring your expertise to Reputation and Trust Analytics?

After meeting the team, I immediately got a good feeling: the company has a very ambitious spirit but a relaxed atmosphere. And above all, the Trust&Reputation product developed by Reputation and Trust is extremely clever.

Reputation and trust are abstract concepts, but they are vital for every organization, and they can be measured in a very concrete, credible, and scientifically accurate manner using the Trust&Reputation research model. This is an extremely significant and positive development: the Trust&Reputation research aims to help clients succeed to the fullest extent possible and identify areas for improvement.

It’s been a pleasure to learn about this research model. I learn something new every day when I talk with the experts at Reputation and Trust Analytics.

What are your personal thoughts on the importance of reputation and trust?

As a politician, I was, of course, completely dependent on both reputation and trust, but so is every single company. Every field is essentially a trust-based field.

It’s definitely not irrelevant how companies offering products and services—and their management—are perceived by potential customers and partners. In politics, reputation is reflected in measured trust every four years; in companies and organizations, it’s a daily reality. People vote with their feet and wallets if they don’t trust the company.

I’m also interested in building trust in society. Finland and the other Nordic countries are trust-based societies where every organization depends on its reputation—and is responsible for doing its part to maintain that trust.

Trust is a multifaceted and comprehensive asset that trolls and hybrid influencers seek to undermine. In such a situation, it is important that the authorities maintain a good reputation and that citizens can trust the integrity of their operations.

Thank you for your time, and welcome to Reputation and Trust Analytics!

Thank you! I sincerely hope that my experience, insights, and professional connections will help Reputation and Trust Analytics achieve even greater success in the multifaceted societal ecosystem we live in.

Stefan was interviewed by Anu Räsänen, a communications specialist at Reputation and Trust Analytics.

Photo: Vesa Koivunen