Herty Tammo

Could you share your personal journey and describe your character for us?

From a young age, I have always had a fascination with business. I recall having various projects throughout my school years, making some pocket money here and there. My father, an entrepreneur, started his own company in 1992 during the early days of the New Estonian Republic when starting businesses became possible. I was around 16 at the time and would often hang out in his office. When he went on holiday, I even took over and did some administrative work. It was an exciting time for me, and I enjoyed the experience. In 1995, we established a company together, which remains a family business today, managed by my brother. I have always had a drive for business, which I believe is something innate within me. Looking at my father, who still possesses the same drive, I suspect it might be something one is born with.

However, I have struggled with the idea of money, as I don't believe that having the most expensive toys equates to living the best life or winning the game in the end. Money is never enough, and I don't want to play that game. I believe that beyond a certain point, more money doesn't necessarily bring greater quality of life. For me, the motivation to get out of bed in the morning comes from doing something that I love, something that excites me and makes me feel fulfilled. I founded Wise Guys in 2012. I discovered that while I enjoyed starting businesses, I didn't relish the task of running them. With Wise Guys, I saw an opportunity to build a machine that could help others build their own businesses while taking a small cut of their success for providing them with financial support and education. I am passionate about this work and remain committed to it to this day.

What type of person are you?

I believe my drive and passion for always wanting to do better and push for the next level is something that describes me in my personal life as well. However, when it comes to my kids, I don't have a specific preference for what they choose to do with their lives as long as they are happy. Whether it's science or business, I will support them in their endeavors and give them the freedom to explore different options to find what truly makes them happy. I don't believe in forcing them onto a specific path for success, as I think success can be achieved in any field as long as you are passionate and committed to it. For me personally, I found my passion in the business many years ago, and I am fortunate to be able to do what I love every day without feeling like it's a chore.

Thank you. Has there been a defining moment or realization in your life that has altered your direction or goals?

As I've grown older, I've gained more life experiences that have taught me the importance of listening to others, understanding their perspective, and analyzing the situation objectively. It's crucial to keep your ego in check and not always assume you're right, especially when you become successful. People come from different backgrounds and have varying levels of knowledge and expertise, so it's vital to respect their opinions and not always impose your own ideas.

Regarding my drive to start businesses but not run them, there may be several factors at play. It could be laziness, but since I'm starting a new project that carries even more risk than running an established business, I don't believe laziness is the sole reason. I think I'm a risk-taker who likes to initiate things and get them off the ground. At the same time, I'm aware that I'm not the smartest person, and I need to find someone who's better suited to managing day-to-day operations.

I'm a stubborn person who doesn't give up easily, and this persistence has helped me succeed in business. Many people give up within the first five years, but I didn't. For instance, when I started Wise Guys with Jon, it was good, but when he went back to the UK, I had to find new partners. It wasn't an easy journey, but I persevered until I found the right fit with Cristobal and Dag. I believe this tenacity is critical to success in business, and I possess it in abundance.

Do you believe that the process or the outcome is more significant?

In my opinion, it's crucial to enjoy the journey itself. For me, the process involves working with talented individuals, communicating my vision, and collaborating to create something special. Ultimately, if you persist in doing what you love and refuse to give up, the outcome will inevitably follow. It's just a matter of time. If you focus on a particular area and become proficient in it without frequently shifting your focus, you'll eventually achieve success. While the amount of time it takes may vary, if you become genuinely skilled in something, success is inevitable.

Do you feel attached to the outcomes of your actions? Do the results possess you?

I'm not driven by monetary results, but rather by the vision I have for myself and my work. If I focus on doing what I love and working with good people, the financial rewards will naturally follow. I don't have a specific net worth or financial goal in mind, as I already have enough resources to live the life I want. Instead, my focus is on building my business and personal life in a way that aligns with my vision and goals. I find fulfillment in the process of creating and building, rather than just the end result. Ultimately, my mission is to help more founders and make a positive impact. So while I have a specific goal in mind, it's not about achieving a certain number or size, but rather about making a difference in the lives of others.

What would happen if you were to lose your business?

Well, I have a diversified portfolio of businesses, so if I were to lose one, I have others to fall back on. However, if we're talking hypothetically, losing one's business can be devastating. But to me, losing my health would be a greater concern, as it would impact my ability to run any business.

You're smart and have prepared for different outcomes. Still, some people think life is ended if the business is lost. What do you think about this?

I believe that losing your health and not being able to work anymore is the biggest challenge that anyone can face, regardless of how well their portfolio is diversified. It can happen to anyone, and we should all be prepared for that possibility. While it may be a difficult and sad experience, we should try to accept it and understand that life is unpredictable. We should focus on enjoying each day and not put off our happiness for the future, as we never know how much time we have. Spending time with loved ones, pursuing hobbies, and traveling are all important aspects of optimizing for today. I prioritize spending time with friends, family, and loved ones, as well as pursuing hobbies and traveling. I believe that living in the moment is the key to happiness.

How do you generally feel about people, aside from your close family and friends?

I had a difficult experience with a former business partner that resulted in a six-year court battle. It was a challenging time that made me reflect on how to avoid such situations in the future. While I never hated the person, I struggled to understand their actions and motivations. Looking back, I realized that people change and relationships can become incompatible over time. It's important to accept this reality, especially in business. Sometimes things don't work out, and it's not always your fault. It's crucial to remain grounded and try to understand the other person's perspective. In the beginning, I was angry about the situation, but over time I learned to let go of my negative feelings and reflect on what I could do differently in the future. So, to answer your question, I believe it's essential to approach people with an open mind and try to understand where they are coming from, even if the relationship may not work out in the end.

Are you involved in any charitable work? And do you share information about it on social media or keep it private?

I tend to keep it more private. For instance, we donated several cars to Ukraine, but I don't think I posted about it. It may have been posted by someone else. I believe that when you first start doing charitable work, you may feel proud and want to share it. However, as time goes on, you realize that what you do is more important than who knows about it. I still do charitable work even if I don't share it on social media.

However, when it comes to young entrepreneurs that we train in summer school, I share the fact that I bought a scholarship for one of the students. I believe that it's important to support and give opportunities to those who can't afford it. Summer school is a good way for young people to try out entrepreneurship and see if it's for them or not. If we only sell tickets, then only wealthy kids can attend. By buying a scholarship for a student who can't afford it, I'm doing my part to help level the playing field.

I believe it's important to help people and give them a chance, especially those who don't have a safety net. People who have more resources and a safety net are more willing to take risks, and entrepreneurship involves risk.

Have you ever had regrets or done something in the past that you can't accept now?

Yes, there have been things in the past that I wouldn't do again. However, it's important to try to understand the other person and communicate effectively to find a mutually satisfying solution. If that's not possible, it's important to end things on good terms. People change and have different goals, and that's okay. It's important to have a better understanding of your partners, whether it's in business or in your personal life, and to put aside your own ego.

May I ask how much and how often you eat, and how much you sleep?

I eat small amounts frequently, which is just how my body works. Typically, I get around 7-8 hours of sleep per night, which is pretty average for most people.

Sure. Can you explain what the term "call of the soul" means to you?

To me, it means living a life where you strive to be a good person in all aspects of your life, whether it's personal or professional. It's about treating others well, not taking advantage of them, and helping them be their best selves. Having a purpose or mission in life that you enjoy is also important because ultimately, it's the impact you leave on others that matters. It's not about leaving behind a big building or material possessions, but rather, it's about the memories and positive impact you have on people's lives. If I were to imagine my own funeral, I would want to hear from many founders who say that I had a positive impact on their lives and helped them when they needed it.

I'm content with what I'm doing because it's what I truly enjoy. Investing and helping people launch their own companies, as well as creating new financial instruments, is my passion. Recognition or not, I don't mind because doing what I love is more important to me. I have the freedom to choose and I've chosen to stick with what I love.

lright. Let's talk about inner wins, the ones that are internal. I believe that these are the most challenging ones because it's difficult to battle ourselves. You mentioned that you learned to listen and empathize with others, which is a significant win because it involves putting aside our ego and considering other perspectives. Another win, I think, would be learning to manage our ego, not suppressing it entirely but keeping it under control. What other victories have you achieved internally?

I believe that everyone has their own character, and mine is not easy either because I have an inner drive that constantly pushes me to strive for more. This can be annoying for people around me who aren't wired the same way. So, I need to manage my drive and not be too forceful with others who don't share the same motivation.

But, you don't push your kids too hard, right?

I try to guide my children in a gentle way because I believe they should pursue their own dreams and happiness. I could be more forceful, but I give them the freedom to experiment and find their own path, while providing support along the way. As a father, I do believe in pushing our children, but not necessarily dictate their direction. So, I do push them a bit, but not excessively.

Have you had any other inner wins?

I believe that people often learn the most from difficult times. You don't usually learn when everything is going well, but rather when things get tough. I have had my fair share of troubles. In fact, during an exercise we did in school in California, where we drew our life lines, mine looked like a sinusoid going up and down many times. During those down times, I learned a lot about myself and about others, and I had to figure things out. When things were going well, I would often be too distracted to learn anything new. But during tough times, like going through a divorce or when my business was struggling, I learned a lot. Even having a fight with a partner can teach you a lot. Life is full of these kinds of phases.

What are your guiding principles?

For me, it's all about relationships with people. In your personal life, it's important to strive to be a good person, whether that means being a good father, husband, or son. It's crucial to make time for your loved ones, to understand their unique needs, and to nurture those relationships. The same is true in business, where taking care of your partners, being proactive, and investing time and energy into those relationships are key. Balancing these different aspects of life can be challenging, but the main goal is always to be a good person and build strong relationships.

Do you separate work from family time?

Personally, I think I manage it pretty well. I do talk a little bit about business with my son because he's interested in it, and my wife, who's also in business, wants to discuss it more than I do. However, I generally prefer to keep work discussions to working hours. Being present with people is essential, and finding common ground with family members is important. Each person has different interests, and it's crucial to discover what they are and spend quality time doing them together. My partner and I enjoy water sports, traveling, skiing, and other activities. For instance, I went to the cinema with my daughter last night, and we had a spa weekend with my wife before that. Ultimately, it's about discovering what works for each individual and finding ways to engage with them on that level.

Do you have any interest in reading books?

Yes, I do like to read books. Although I must admit that I don't get the opportunity to read as much as I would like to because I have many other commitments keeping me busy. Nonetheless, reading is something that I enjoy.

What kind of sports do you enjoy doing?

Well, this morning I did a bike ride in my kitchen. But during the summer, I enjoy water sports like jet skiing and boating. I don't consider myself a very sporty person, though. I do just enough to stay active.

How do you recharge your batteries and maintain your energy levels?

For me, getting enough sleep is crucial. Spending time with friends and discussing business and getting good results also gives me energy. However, I believe that energy levels are partly innate. Some people naturally have higher energy than others. Personally, my main energizer is my vision, mission, and passion for what I do. Building something new and working with great people gives me a sense of fulfillment and satisfaction that energizes me. When a business succeeds, it makes me feel happy and motivated.

Do you have any mentors or people in your life who have had a significant impact on you, whether it be a teacher, family member, or friend?

Yes, I have a friend who is incredibly intelligent and provides me with unique perspectives on life that have influenced me in a positive way.